TORONTO, ON – November 12, 2021 – George Brown College is pleased to announce the recipients of the tenth annual 5 to Watch: Canada’s Sports Business Awards, which recognizes five of the most influential and accomplished Canadians under the age of 40 in the business of sport.

Presented by George Brown College together with the event’s Premier Partners, the awards recognize executives who have demonstrated significant success early in their career and are poised to become the next generation of industry leaders. Winners will be honoured at a virtual awards ceremony taking place November 18, 2021.

“The awards are firmly established as one of Canada’s premier sports and marketing events,” said Mike Fenton, President & CEO, ACG Toronto and 5 to Watch event co-chair. “The awards shine a light on some of the industry’s up-and-comers and brightest minds while also helping to support a stronger and more vibrant sports business industry.”

Hosted by Lindsay Hamilton of TSN, the 5 to Watch Awards are given annually to Canadian sports business professionals who demonstrate leadership in their industry sector. Winners are selected based on a variety of criteria including leadership, workplace accomplishments including relevant success metrics or examples of entrepreneurship and creative problem solving as well as mentorship. More than 50 senior executives from across the country were involved in the selection process.

The 2021 5 to Watch award recipients are as follows:

  • Aalum Jaffer, Vice President Brand Strategy, Victory Creative Group 
  • Catherine Raiche, Vice President, Football Operations, Philadelphia Eagles 
  • Deidra Dionne-Currie, Senior Director, Talent, Strategy and Business Relations, Rogers Sports & Media 
  • Jennifer Delvecchio, Global Senior Director, Strategic Alliances, McDonald’s 
  • Mike Armstrong, Chief Marketing Officer, Juventus, Football Club 

5 to Watch is celebrating its 10th anniversary and has raised over $360K for student bursaries. The awards are voted on by a panel of sports business executives from across the country, including representatives from the Canadian Football League, Maple Leaf Sports & Entertainment, REVXM, TSN, the Globe and Mail and Canadian Tire. The awards are presented by George Brown’s School of Marketing in partnership with their Premier Partners and organized by a committee of dedicated industry volunteers, School of Marketing Sport and Event Marketing Program alumni, and staff. The 5 to Watch awards benefits students pursuing studies in George Brown College’s Centre for Business by raising funds for bursaries.

“It is with great pride that we celebrate these individuals and their accomplishments as sports business leaders. They are all rising stars for the next generation to aspire to in each of their challenging fields,” said Ian Austin, Dean, Centre for Business, George Brown College.

In 2014 the Alumni Achievement Award was established to recognize outstanding achievement by a George Brown College Sport & Event Marketing program graduate. The winner of the 2021 award is Ian Malcolm, President and CEO of Lumency.

A Special Recognition Award will be presented to George Brown Centre for Business professor Peter Widdis who has been one of the key architects in the growth of 5 to Watch. A champion of the nomination process, he engages sports business leaders and organizations across Canada, while encouraging diverse participation from all sectors to help the industry rise together.

For tickets and further information, visit or follow @5toWatch for twitter updates.

About George Brown College

Toronto’s George Brown College prepares innovative, adaptable graduates with the skills to thrive in a rapidly changing job market. With three campuses in the downtown core, the college blends theory with experiential learning, applied research, and entrepreneurship opportunities. George Brown offers 172 full-time programs and 180 continuing education certificates/designations across a wide variety of professions to more than 31,300 full-time students, including 30 percent international students, and receives more than 64,500 continuing education registrations annually. Students can earn certificates, diplomas, graduate certificates, apprenticeships, and degrees.