Former Toronto Blue Jays Baseball Club Partnership Executive to lead
Golf Canada’s integrated Commercial Business
(September 10, 2024) – Golf Canada announced today that sports business leader Mark Palmer has joined the organization as its new Chief Commercial Officer, beginning September 23, 2024.
Palmer joins Golf Canada from the Toronto Blue Jays Baseball Club where he spent more than 20 years helping to drive the team’s commercial growth, most recently as Director, Partnership Development.
Palmer will join Golf Canada’s Executive Team as a key contributor in leading and managing all areas of revenue generation for the organization including oversight of partnerships, sponsorship, and all revenue-related functions of the RBC Canadian Open and CPKC Women’s Open as well Amateur Championships, BDO National Golf League, She Plays Golf, and First Tee – Canada. He will also support the development of innovative business opportunities and additional revenue streams including new events and facilities for Golf Canada’s new headquarters at TPC Toronto at Osprey Valley.
“Mark is an accomplished and dynamic revenue driver with a proven track record of transforming corporate partnerships into substantial top-line growth and we are exceptionally pleased to welcome him to Golf Canada to help drive the organization to an elevated level of commercial success,” said Golf Canada CEO Laurence Applebaum. “Mark is an innovative leader who brings a depth of related industry experience, a network of deep-rooted relationships and a proven track record of sustained top-line revenue growth to help drive the momentum of our talented commercial team.”
Palmer has led initiatives that helped catapult the Blue Jays sponsorship revenue, pushing the team to top five in Major League Baseball’s rankings. He supported the team in monetizing a comprehensive stadium renovation during the previous two years and successfully negotiated numerous sponsorship deals with premium Canadian and international brands. Prior to partnership development, Palmer was successful in driving substantial premium hospitality and group sales ticket revenue, leading a team that rose as high as third in group ticket sales across all MLB teams at the time.
“I am honoured to join Golf Canada as Chief Commercial Officer, working with a talented team passionate about growing the game in Canada,” said Palmer. “Together, we will drive new commercial opportunities, partnerships, and innovations to elevate the sport, while building on Golf Canada’s legacy and ensuring golf continues to thrive in Canada.”
Palmer honed his executive commercial expertise across several team roles during his tenure including Corporate Partnerships, Ticket Sales and Premium Hospitality. Adept at leveraging analytics, market research and creative thinking to exceed business objectives, Palmer also brings expertise in strategic negotiation, innovative program development, and maximizing sponsorship value.
Adding a depth of professional association and volunteer experience, Palmer sits on the Board of Directors for the Sponsorship Marketing Council of Canada (SMCC), Variety – The Children’s Charity of Ontario, and is a current member and former Chair of the Canadian Marketing Association’s (CMA) Sponsorship Council.
Palmer graduated from the University of Windsor with a BA in Communication Studies, before earning a Post-Graduate Diploma in Sports and Event Marketing from George Brown College. He also holds certification in Negotiation, Business Strategy, and DNA of Top Performers through the University of Toronto School of Continuing Studies. In 2022 Palmer was granted Charter Marketer Designation by the CMA
An avid and enthusiastic golfer, Palmer resides in Toronto with his partner, Kathryn and their five children.