By David Dasilva | February 14, 2025
For the inaugural edition of the Cosmos Sports & Entertainment Alumni Spotlight series, we caught up with Michael Miele, a former intern who rose through the ranks to become a key leader within the organization. Michael’s journey at Cosmos spanned over a decade, shaping his career and ultimately leading him to his current role overseeing sponsorship and naming rights for the City of Brampton.
Michael Miele first joined Cosmos Sports & Entertainment in 2007 as an intern, diving headfirst into the world of ticket sales and game day operations. “I started working on ticket accounts and game day operations,” he recalls. “I also dabbled in sponsorship, but my main focus was ticket sales.”
As he gained experience, Michael’s role evolved from intern to coordinator, to a manager, and eventually to a director at Cosmos. He simultaneously held the position of Vice President at the Brampton Beast, balancing leadership roles across multiple organizations. “Over the years, I worked on a number of different accounts, from actively selling for the Buffalo Bills in Toronto, the Toronto Rush and Toronto Wolfpack to revenue generation training with Cary,” he explains. “Cary and I also developed the Costco program, helping teams and organizations across the country expand their ticket sales.”
In the latter part of his tenure, Michael dedicated most of his time to managing the Brampton Beast account, one of Cosmos’ largest projects at the time. He played a key role in building the franchise from the ground up, overseeing ticketing, sponsorship, and marketing strategies.
Looking back, Michael credits Cosmos for teaching him one of the most valuable skills in sports business: relationship-building. “When I first started, I had no idea what I was getting into,” he admits. “But over the years, I learned that building relationships and expanding my network was crucial. That skill has carried over into my current role, where I rarely have to cold call anymore. My network provides opportunities on its own.”
Among the many projects Michael worked on, two stand out as pivotal moments in his career. “One of the biggest initiatives was the Costco project because it was something new we brought into the sports industry.” he says. “While Costco had a partnership with Cineplex to sell movie tickets, the concept of integrating sports tickets into their model was something we pioneered. That was a major step for ticketing in the industry.”
However, the most significant project for Michael was launching the Brampton Beast. “Starting a franchise from scratch in 2013 and kicking off just six months later was an enormous challenge,” he reflects. “We had to change the perception of the previous team, build a brand, develop a marketing plan, establish a ticketing structure, and oversee sponsorship throughout the entire CAA Centre. It was a massive undertaking but gave me invaluable experience across all aspects of the business.”
Michael attributes much of his professional development to the leadership at Cosmos, particularly the trust placed in employees. “Some might see it as a challenge, but I viewed it as an opportunity,” he says. “Even at 25 or 26, I was handling high-value clients and projects on my own. Cary and other leaders would be there to guide us at the start, but ultimately, we were expected to take ownership.”
This independence taught him to think on his feet and make critical decisions. “It was a lot of responsibility and I was able to learn a lot in a short time and often had to come up with solutions on the fly. That kind of experience is invaluable in the sports business. Now, when I speak with interns or new staff, I tell them to take initiative and go beyond what’s expected.”
While Cosmos played a pivotal role in shaping his career, it also had a profound impact on Michael’s personal life. “I met one of my best friends at Cosmos—he was in my bridal party, and I’m the godfather to his child,” he shares. “That’s what makes Cosmos special. It’s not just about business; the relationships built there last a lifetime.”
Since leaving Cosmos in 2018, Michael has led the sponsorship, advertising, and naming rights efforts for the City of Brampton. “We handle sponsorship for events, programs, and initiatives across various sectors—small business, entrepreneurship, recreation, corporate events, and more,” he explains. “A major focus for me now is securing naming rights for city assets. In 2021, I closed my first naming rights deal for the Save Max Sports Centre, and with several new facilities on the horizon, that will continue to be a priority.”
Reflecting on his time at Cosmos, Michael offers two key pieces of advice for those starting their careers: Be Persistent and Polite. “Sales isn’t just about making a pitch; it’s about follow-up and persistence. Many people assume that if someone doesn’t respond, they’re not interested. But high-level executives are busy, and persistence often leads to results. I’ve had executives tell me, ‘That’s how you get things done.’”
Michael also emphasizes seeking out opportunities beyond your role. “Do what’s asked of you, but also explore other areas of the business. Cosmos allows employees to dabble in different sectors—marketing, sponsorship, game day operations. The more well-rounded you are, the more valuable you become in the sports industry.”
As for the future, Michael is focused on continuing his work in sponsorship while maintaining a balance between career and family. “With two kids in rep soccer and hockey, my current role gives me the flexibility to be there for practices and games,” he says. “Long-term, I see myself overseeing a major sports facility, whether that’s a rec center, an arena, or another large-scale asset. I may not be interested in returning to the team side of sports, but the infrastructure and event management aspects still excite me.”
Michael Miele’s journey from an intern at Cosmos Sports & Entertainment to a leader in sponsorship is a testament to the impact Cosmos has on its alumni. His story is an inspiration to current employees, showing how initiative, relationship-building, and persistence can shape a successful career in the industry.
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