Jeff Webb has joined EssenceMediacom Canada as its new VP of sports, entertainment and culture.

At the agency, Webb will lead client initiatives across those three areas, including helping clients establish their sponsorship strategy and identifying the appropriate partnerships for executing it.

Webb will work within EssenceMediacom’s Creative Futures team, a global specialist division that helps clients navigate and leverage new opportunities in communications, both in and outside of advertising.

“Jeff will also bring sponsorship amplification opportunities to our clients that will allow for strategic storytelling across media rights holders in the linear, digital and social spheres,” said Jim Kozak, who himself was recently hired to lead GroupM’s new Sports & Live division in Canada. “[Webb’s] wealth of experience will serve him and EssenceMediacom well, by connecting brands, athletic talent, sports media rights holders, and sports properties with strategic ideation at the core of every discussion.”

Webb is coming off of more than nine years at Rogers Sports & Media, most recently as director of business development and strategy for Sportsnet. Prior to that, he was manager of national sales for CBC. During his career, Webb has worked on a wide variety of sports properties, including the Olympics, FIFA, NHL, MLB, NBA, Canadian Hockey League, Canada Basketball and Canada Soccer.