We are a collection of highly skilled professionals working together with our brand clients to bring sponsorship, experiential and field programs to life.

Our team has a deep and diverse range of skills, and that, combined with a shared vision, makes us really good at delivering results.

We encourage and reward independent thinking, innovative solutions and complete accountability. Our people are our most valued asset and each of them inspires client confidence.

XMC Management Team

Peri Luel


Responsible for XMC’s evolution and navigating our destiny

A leader in the disciplines of Sponsorship and Experiential Marketing™ for 25+ years, he was most recently Vice President, MolsonCoors responsible for the development and execution of branded experiential campaigns for Molson Canadian, Coors Light, Heineken and other key brands.

Peri previously worked on client solutions for McDonalds, American Express, Blackberry, P&G, Subaru, among others.
Prior to that, he led IMG Canada’s consulting practice and founded ESI Canada (and sold to The Marketing Store Worldwide), an integrated sports marketing agency working with leading brands and properties.


416.703.3589 x 223


Steven Lewis


Oversees all aspects of XMC’s proposition and brand PROMISE

Steven co-founded XMC in 2006 and has managed the company’s growth from local upstart to full national, Profit 500 agency status with over 50 full time and 250 part time employees.

Key to XMC’s success has been his guidance on the strategy and execution behind many highly regarded integrated marketing programs including the development of national experiential marketing initiatives for blue chip brands such as LG Electronics, TD Bank, Stubhub and Canadian Tire.


416.703.3589 x 224



Derek Baker


Leads XMC’s insights and solutions practice

Derek is recognized by clients and peers for excellent leadership, communication, project management, budget stewardship and time management skills. An award-winning strategic planner – he’s worked in financial, insurance, CPG, technology, footwear & apparel, food & beverage and cause. Some of the brands he’s worked with include: Adidas, Bell, Best Buy, Canadian Tire, Duracell, Future Shop, Gillette, HP, LG, Mackenzie Investments, Old Spice, Reebok, Timberland, Pelmorex Media, Under Armour and Unilever.


416.703.3589 x 235


Mike Spicer

Director, Brand Solutions

Developing strategic plans and translating from paper into practice.

Beginning his career on the West coast, Mike has honed his sponsorship marketing experience over a decade working in sport, events and non-profit from both the agency and rights holder perspectives. Previously with the Canadian Sport Centres, Vancouver Whitecaps FC and TTG Canada, Mike brings a diverse range of business development, sponsorship strategy, consulting and client management expertise to the XMC team. An articulate communicator, Mike’s contractual prowess is a strength to clients across XMC’s business development and strategy portfolio.


416.703.3589 x 282


Mike Samardzic

Vice President, Client Services

Sponsorship Expert. Strategic Thinker. Problem Solver.

Since joining XMC in 2013 and with nearly a decade of industry experience, Mike has represent blue chip clients to deliver best-in-class work. No matter the project’s scale, his commitment and creative spirit ensure that quality is always king. Mike is a fun-loving, brand-building, strategy-driven leader who places one thing above all else; Results. Some brands Mike has collaborated with include: Draft Kings, LG Electronics, Bell Media, Mercedes-Benz, Pelmorex Media, Best Buy, Future Shop, Under Armour, Canadian Tire, Diageo and Microsoft.


416.703.3589 x 236