By Sam Adams | June 19, 2025
Earlier this month, Cosmos Sports & Entertainment made the trip to Blue Mountain, Ontario to present at the U SPORTS Annual General Meeting. On Tuesday, June 3, Cosmos addressed U SPORTS executives and university athletic representatives from across the country, including members of the OUA, Canada West, AUS, and RSEQ.
The purpose of the presentation was to highlight the Fan Intelligence Project, a new initiative launched by Cosmos’ Marketing Division in partnership with U SPORTS in January 2025. The project was led by Director of Marketing Abhinav Nongmeikapam and Marketing Manager Sam Adams, with the goal of better understanding the fans who attend U SPORTS Championship events.
The project gathered data through two main sources:
U SPORTS Championships are the organization’s marquee fan touchpoints, and understanding the demographics, preferences, and behaviours of attendees is critical to improving the fan experience, growing attendance, and driving long-term engagement.
U SPORTS Championships are the organization’s marquee fan touchpoints, and understanding the demographics, preferences, and behaviours of attendees is critical to improving the fan experience, growing attendance, and driving long-term engagement.
“Knowing who attends, how they engage, and what they want helps us grow attendance, enhance satisfaction, and deliver more value to partners and hosts,” said Cary Kaplan, President of Cosmos Sports & Entertainment, who delivered the main presentation to the conference.
“We placed value on this collaboration with Cosmos so that we can best understand our fans and what motivates them for connecting with our U SPORTS student-athletes and programs,” said Pierre Arsenault, CEO of U SPORTS. “The data collected will help to ensure that we continue to build optimal U SPORTS experiences as we continue to expand our reach and impact in Canadian communities.”
Also speaking at the AGM was Gavin Roth, Cosmos’ Head of Partnerships, who addressed the ongoing work of Cosmos’ Sponsorship Division. Cosmos has also supported U SPORTS over the past two years by identifying and securing national sponsors. Gavin highlighted how the fan data collected by the Marketing team adds significant value when engaging with brand partners.
In the past year, Cosmos has helped close six new sponsorship deals on behalf of U SPORTS, including partnerships with PepsiCo Canada, Biosteel, Enterprise, Poulet Rouge, Sask Energy, and IAC Visual Solutions.
Also in attendance at the AGM were Senior Sponsorship Executive James Vorvis, along with Marketing leads Abhinav Nongmeikapam and Sam Adams.
Looking ahead, Cosmos hopes to continue its Fan Intelligence work across the 2025–26 U SPORTS Championship season, helping to deepen fan engagement, enhance partner strategies, and support the growth of Canadian university sport.
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