U SPORTS and Cosmos Sports & Entertainment announced Friday that they have entered into a multi-year agreement to grow partnerships and the U SPORTS brand across Canada.

Cosmos will focus on leveraging assets owned and controlled by U SPORTS, including national championships, awards programs and international programs. The partnership aims to bring Cosmos’ extensive network of clients together with U SPORTS to elevate its programs.

“We’re very pleased to have aligned with Cosmos Sports & Entertainment as we work to build and expand our footprint in the Canadian sport system,” said U SPORTS CEO Pierre Arsenault. “Ultimately, our primary interest is to establish and grow partnerships that help elevate our events so that U SPORTS can better showcase student-athlete performances.”  

Cosmos Sports & Entertainment is a full-service marketing firm founded by husband-and-wife Cary and Amelia Kaplan in 2003. Since its founding, Cosmos has expanded its portfolio beyond sports to include clients from the performing arts, festivals and entertainment industry. They have worked with thousands of sports teams, leagues, organizations, universities/colleges, governing bodies, corporations, media partners, retailers, athletes, job seekers and fans.

"It is a great privilege for us to have the opportunity to partner with U SPORTS,” said Cary Kaplan, President of Cosmos Sports & Entertainment. “We applaud the forward-thinking vision of U SPORTS and are extremely excited to be part of bringing together companies interested in meaningful and impactful relationships with university sports across Canada."

Gavin Roth, one of Canada’s top sponsorship strategists and partnership architects, will head the U SPORTS account for Cosmos. Roth brings 25 years of experience and success in strategic partnerships, sports marketing, integrated media sales, sponsorship sales & marketing to the partnership. As the former Chief Commercial Officer at Golf Canada, he was responsible for revenue and marketing for all Golf Canada properties. Roth also has served as Vice President of Multiplatform Sales at Rogers Media and Vice President, Sales at Canada’s Olympic Media Consortium, where his team developed and negotiated some of the most significant integrated media partnerships in Canadian media history.