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Sports Marketing Expert available to discuss the 2026 FIFA World Cup

Canadian Soccer fans are in the midst of a bull market, in particular with the recent news that North America has been awarded the hosting rights for the 2026 FIFA World Cup.

Soccer has been booming in Canada for the past several years, making the timing for Canada to put forth a collective bid with the United States and Mexico all the more exciting. In 2019, Canada will welcome the Canadian Premier League, a coast-to-coast professional soccer league. Further, Canada’s MLS Franchises (Toronto FC, Vancouver Whitecaps and Montreal Impact) have all continued to grow their passionate fan bases; and on the pitch, 2018 saw Toronto FC win the MLS Cup for the first time in club history. The Reds followed up their championship winning season with a deep run in the CONCACAF Champions League that certainly captured the hearts of even more Canadians. Lastly but certainly not least, the announcement comes on the heels of Canada having successfully hosted the 2015 FIFA Women’s World Cup.

However, despite all of Soccer’s recent successes, an event such as the FIFA World Cup is not without it’s challenges. It’s governing organization has been mired in controversy and many question the cost/benefit of hosting these types of events.

Cary Kaplan, President of Cosmos Sports & Entertainment is one of Canada’s foremost Sports Marketing experts. In addition to his role with Cosmos, Cary also serves as President & General Manager of the Brampton Beast Hockey Club, the ECHL affiliate of the Montreal Canadiens.

Prior to founding Cosmos, Cary was a proud employee of the Edmonton Oilers as President of their AHL team, the Hamilton Bulldogs. Cary also served as the Commissioner of the Canadian Soccer League from 2005-2009.

Cary’s professional career in Sports Marketing has spanned more than 20 years and includes work with organizations like the NHL, Houston Rockets, Phoenix Suns, Arizona Coyotes, Chicago Cubs, 2015 FIFA Women’s World Cup and many more.

Cary is available to discuss and/or provide comment on sports marketing related matters arising out of the 2026 FIFA World Cup, with topics including:

  • Economic impact of World Cup matches being hosted in Canada
  • Legacy impacts on future growth of Soccer in Canada
  • Ticketing, Attendance, and the Secondary Market
  • Sponsorship activation leading up to and through the event
  • Event as a precursor to Toronto eventually hosting the Summer Olympics

Media Contact

Evan Colborne
905-564-4660 ext. 237
ecolborne@cosmossports.com

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Press

Ticket Sales Expert available for Media

Cary Kaplan, founder and President of Cosmos Sports & Entertainment is a leading Ticket Sales expert. In addition to his role with Cosmos, Cary also serves as President & General Manager of the Brampton Beast Hockey Club, the ECHL affiliate of the Montreal Canadiens.

Prior to founding Cosmos, Cary was a proud employee of the Edmonton Oilers as President of their AHL team, the Hamilton Bulldogs. Cary also served as the Commissioner of the Canadian Soccer League from 2005-2009.

Cary’s professional career in Ticket Sales has spanned more than 20 years and includes having personally sold hundreds of thousands of dollars of tickets himself, along with consulting for the NHL, Houston Rockets, Phoenix Suns, Arizona Coyotes, Chicago Cubs, 2015 FIFA Women’s World Cup and many more.

Cary is available to discuss and comment on all Ticket Sales related matters, including topics such as:

  • Ticket Brokering, Ticket Scalping and the Secondary market
  • Group Sales
  • Season Tickets, Subscriptions & Memberships
  • Dynamic Pricing
  • Access Control & Ticket Validation

Media Contact

Evan Colborne
905-564-4660 ext. 237
ecolborne@cosmossports.com

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Press

Sponsorship Expert available for Media

Cary Kaplan, founder and President of Cosmos Sports & Entertainment is a leading Corporate Sponsorship expert. In addition to his role with Cosmos, Cary also serves as President & General Manager of the Brampton Beast Hockey Club, the ECHL affiliate of the Montreal Canadiens.

Prior to founding Cosmos, Cary was a proud employee of the Edmonton Oilers as President of their AHL team, the Hamilton Bulldogs. Cary also served as the Commissioner of the Canadian Soccer League from 2005-2009.

Cary’s professional career in Sponsorship has spanned more than 20 years having personally sold millions of dollars of sponsorship in addition to consulting for dozens of groups on their sponsorship programs.

Cary is available to discuss and comment on all corporate sponsorship related matters, including topics such as:

  • Naming Rights
  • Municipal Sponsorship
  • University Sponsorship
  • Athlete Sponsorship
  • Non-Profit Sponsorship
  • Amateur Sports Sponsorship
  • Professional Sports Sponsorship

Media Contact

Evan Colborne
905-564-4660 ext. 237
ecolborne@cosmossports.com

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The most important thing when starting a business

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THE MOST IMPORTANT THING WHEN STARTING A BUSINESS
THE MOST IMPORTANT THING WHEN STARTING A BUSINESS

By Cosmos Sports | May 11, 2018

Starting a business is hard. If it were easy, everyone would do it. There are so many factors that can negatively impact your business’ chance of surviving. But spending all your time carefully planning for and addressing every one of those factors is impossible, so you have to focus your energy on the places where it will have the biggest impact. So what is the most important thing when starting a business?

In this video, Cary discusses one of the most important things to keep in mind when starting a business. As someone who helped launch the Hamilton Bulldogs, to then starting his own business in Cosmos Sports & Entertainment, to leading the start up of the Brampton Beast Hockey Club, Cary has seen first hand multiple times how hard it is to start something new.

This video is a clip taken from a keynote Cary gave to a group of students at McMaster University in Hamilton, Ontario. The talk was part of the McMaster Sports Industry Conference, a student run event that seeks to build a bridge between the classroom and the sports industry.

It’s a good question. I think, you know, yes you want to start traditional, having a business plan and doing all that background stuff is really good. But I think again, it depends on what the concept is.

I don’t know if there’s any critical paths or steps. I think what I would say is that understanding that the product generally is overrated. So the product or service is just one part of it. How do you sell or market the product?

“…Tide’s not the best detergent. Gillette’s not the best shaver. They don’t win tests. They just sell the most.”

Tide’s not the best detergent. Gillette’s not the best shaver. They don’t win tests. They just sell the most. So who’s correct? Is Gillette right or is Wilkinson right? Pabst Blue Ribbon has way better beer than Molson’s; yet Molson’s outsells them 100 to 1. Who’s right?

The reason people buy Gillette is because there’s Roger Federer commercials. Gillette’s 10 times the cost of Bic. If you buy Bic you don’t cut yourself. I don’t come in and I’m bleeding because I used a Bic, but people don’t buy Bic, they buy Gillette. People buy Tide. They buy brands.

“It can never be just marketing, it’s marketing and sales.”

So even from day one understanding that having a good product or good idea or good service is probably 10% and people tend to think it’s 90%. And then it’s sales and marketing. And again marketing has to lead to sales. It can never be just marketing, it’s marketing and sales.

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Blog

The Importance of Work Ethic in Sports

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THE IMPORTANCE OF WORK ETHIC IN SPORTS
THE IMPORTANCE OF WORK ETHIC IN SPORTS

By Cosmos Sports | April 27, 2018

In a highly competitive industry like sports, if you want to succeed you have to differentiate yourself, with such as a good work ethic in sports.

Everyone is passionate, that’s not enough. As Cary discusses here, a strong work ethic can be tough to find, so if you’re someone who has a strong work ethic, it can be an excellent way to differentiate yourself from the pack.

One thing that concerns me is 10 years ago if we had a group of people and we said ok we’re gonna see who can sell the most tickets for the upcoming Tiger-Cats Game, we would say there’s an incentive and it’s $50 and whoever sells the most tickets gets $50. Used to happen a lot, teams would do that.

Now that works less than if the prize is Friday off. Your generation wants Friday off, 10 years ago they wanted $50. Problem, problem, problem, red flag.

Now by the way, I’m talking about the sports industry, I can’t talk about everywhere in the world. You guys may think that’s good, but red flag. Why? What’s the problem? The big incentive is Friday off. Can I please get Friday off? Whoever sells the most tickets Monday to Thursday gets Friday off. I hate that promotion. Why?

{Voice from Crowd} “It’s bad Work ethic”

“…If you’re looking for the day off, there’s opportunities to do that but not if you want to be an entrepreneur.”

Yeah. The trick to being an entrepreneur and there’s some big mistakes coming that I’m going to tell you about too, but the number two most important thing career wise, entrepreneur or not, for sure if you want to have your own business, is you got to work Friday and Saturday. Like do you want it or you don’t want it? If you’re looking for the day off, there’s opportunities to do that but not if you want to be an entrepreneur. If that’s so important to you, wrong field. That’s not cool. Like I really want to get Friday off.

“…You’re going to spend a hundred thousand hours of your life working, you guys can do the math. It’s probably a little higher than that. A hundred thousand hours. So it’s kinda good if you like it.”

I get it, you should want to have more fun with friends and family than you do at work, for sure. And there needs to be a balance, and being a workaholic is bad, but it’s gone too far the other way. The shift’s wrong. You’re going to spend a hundred thousand hours of your life working, you guys can do the math. It’s probably a little higher than that. A hundred thousand hours. So it’s kinda good if you like it.

So work ethic is an issue for a lot of people. So here’s what’s good. It’s harder to find people with really good work ethic. 10 years ago it was easier to find, now it’s harder to find, so if you have it, if you’re the person who wants the $50. I don’t care what the incentive is, but Friday off shouldn’t be the thing you want.

“…if you want to do something you like doing, you gotta commit to it.”

You guys are sitting in a sports conference, so you’re spending your day today and my assumption is part of the reason is you want to do something you like doing. And if you want to do something you like doing, you gotta commit to it.

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Blog

A Typical Day in Sports

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A TYPICAL DAY IN SPORTS
A TYPICAL DAY IN SPORTS

By Cosmos Sports | April 13, 2018

Working in sports, there are rarely two days that are ever the same in a typical day in sports. For most, that’s one of the most exciting parts about working in the sports & entertainment industry. In a time when there seems to be more and more specialization from an early age, variety is also a reason to adopt a more generalist approach.

The video below is a highlight from a keynote Cosmos President Cary Kaplan gave to a group of students at McMaster University on March 16, 2018. The keynote was part of the McMaster Sports Industry Conference, a student run event that looks to bridge the gap between the classroom and sports industry.

Every day is different I think, which is what’s exciting to me is there’s not really any two days that are different.

Look the Brampton Beast has been cool thing cause I’m the General Manager. So one of the things, I’ve always been on the business side and now I have some responsibilities on the hockey side. But to me it’s taking another course. It’s like I said, it’s like taking marketing and finance and accounting.

“…to me it’s taking another course. It’s like I said, it’s like taking marketing and finance and accounting.”

So, yea on a game day I interact with the coach of the team, reports to me, and you know there’s a number of hockey related things and one of my biggest enjoyments is to go to Brampton Beast hockey games for two hours and watch the game.

“…I think what I would say is all my days are different, and that, to me that’s exciting.”

But, I think what I would say is all my days are different, and that, to me that’s exciting. So I think it’s, and just like you guys. If I asked you what’s a typical day, right, you don’t have a typical day. But that’s what’s exciting about it. That’s what’s exciting about taking multiple courses and doing multiple things and work’s the same way or it should be.

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News

Northlands teams up with Cosmos for K-Days 2018

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NORTHLANDS TEAMS UP WITH COSMOS FOR K-DAYS 2018
NORTHLANDS TEAMS UP WITH COSMOS FOR K-DAYS 2018

By Cosmos Sports | April 6, 2018

Cosmos Sports & Entertainment is pleased to announce its newest partnership for ticket sales services in conjunction with Northlands.

Cosmos has a long history working in Edmonton with the Edmonton Oilers, Edmonton Eskimos, the 2009 Grey Cup, the FIFA U20 Women’s World Cup and a few years back with Northlands for the Canadian Finals Rodeo.

K-Days is a 10-day fair that will take place in Edmonton from July 20th – 29th, 2018.  The event boasts a wide variety of live entertainment, food, local vendors, attractions, rides, midway games, as well as fun and exciting activities for attendees of all ages.  The event has been an annual mainstay of the summer season for Edmonton and area, and had an attendance of over 800,000 people in 2017.

Cosmos will be working with Northlands to maximize attendance for the 10 day event.    

Cosmos President Cary Kaplan said:

“we are thrilled to partner with such a historic event as K-Days and are proud to once again work with Northlands to speak to past attendees and help ensure that their experience at the 2018 is their best ever”

Northlands Director of Sales Scott Sinclair added:

“Northlands is excited for this opportunity to partner with a well-respected company like Cosmos for another wonderful year of K-Days”

For more information about K-Days event and ticketing info, please contact Cosmos Manager of Sales & Marketing – Justin Bernardo at jbernardo@cosmossports.com

And for additional information about Cosmos Sports & Entertainment services including ticket sales, corporate sponsorship, marketing and digital media, please call (905) 564-4660 or visit www.cosmossports.com/services/