Influencers of Sponsorship Marketing - a Roth Revenue Podcast
#52 - Sharon Bollenbach - Executive Director, FIFA World Cup 2026 at City of Toronto
Hey folks! Gavin Roth here with another episode of the Influencers of Sponsorship Marketing. I’m joined by Sharon Bollenbach, Executive Director of the FIFA World Cup 2026 Toronto Secretariat — and someone who found herself at the centre of one of the biggest sporting events ever hosted in our city. Sharon brings a fascinating perspective to the conversation. After 16 years with Special Olympics Canada, including 10 years as CEO, she took on the challenge of leading Toronto’s World Cup Secretariat — coordinating a complex network of city divisions, MLSE, FIFA, community organizations, volunteers, and countless other partners. We talk about what it actually takes to organize an event of this magnitude, including the challenges of building a team, managing competing priorities, and making sure everyone has the information and resources they need to deliver. Sharon also gives us an inside look at the unique partnership between the City of Toronto and MLSE, and how a relatively small Secretariat team was able to bring together expertise from across the city and the broader community. But perhaps the most interesting part of our conversation is what happens beyond the tournament itself. Sharon explains Toronto’s five legacy pillars — from sport and economic development to human rights, sustainability, and tourism — and how community voices helped shape projects designed to deliver benefits long after the World Cup was over. We also talk about the Fan Festival at Fort York, the incredible volunteer response, and the moments that made the tournament so emotional and memorable for Sharon personally. And finally, Sharon shares some terrific career advice about hard work, teamwork, embracing change, and why leadership isn’t limited to people with a title. It’s an inspiring and insightful conversation about leadership, community, and what it takes to bring an entire city together around a once-in-a-generation sporting event. I hope you enjoy! And for more episodes of the Influencers of Sponsorship Marketing, follow me on LinkedIn, visit Spotify, Apple, Soundcloud…or check out rothrevenue.com
