Woodbine Welcomes New CCO Michael Copeland

By Ben Hamill - May 11 2021

Woodbine Welcomes New CCO Michael Copeland

Ontario horse racing leader Woodbine Entertainment may not have lived the best of times of late, with the world of sports and entertainment in absolute turmoil over the ongoing effects of the global health crisis. But with that having been said, the early days of May appears to have arrived bearing better tidings, with the popular horse racing and track franchise not only back at training, but also about to benefit from the expertise of sports executive and industry giant in his own right.

Woodbine has now confirmed having added the talent and services of renowned Canadian sports executive Michael Copeland to its team. Copeland has been appointed Woodbine Entertainment’s new Chief Commercial Officer; in which role he’ll be adding his incredible wealth of experience gained over more than 2 decades to senior management at the popular Ontario horse racing giant.

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An Already-Illustrious Career

Copeland throughout his illustrious career so far, has held multiple positions of leadership across the Canadian sports and entertainment industry. After serving the Toronto Argonauts as CEO and President from 2015 to 2018, Copeland founded and managed his own consultancy firm, which firm focused exclusively on growth and transformation in the sports and entertainment industry. Before linking up with the Argonauts, under whose leadership they won a Grey Cup Championship, Copeland was CEO and President of the Canadian Football League. He fulfilled this role for nearly a decade, from 2006 to 2015.

Woodbine Chief Executive Officer Jim Lawson, upon announcing the addition of Copeland to the Woodbine team, praised the latter’s incredible in-depth and extensive experience in Canadian sports and entertainment. Lawson said Copeland had shown himself over many years to be a true leader in the industry, and a leader with vision. This made of Copeland the perfect teammate to lead Woodbine’s commercial endeavours as it continues to look for even more opportunities for growth in a continuously changing local sports and entertainment sector, said Lawson.

Playing An Important Role

Copeland’s role as CCO will involve the overseeing of business development within the company, marketing, digital approach and strategy, customer experience strategy, and sponsorships.

The latest addition to the team will furthermore play a leading role in Woodbine’s latest big vision, which is to play an ambitious role in what could very well become one of the biggest and most prominent real estate developments in Canada.

Copeland, too, recently shared his thoughts on joining the renowned leading in horse racing, saying that he and his family are themselves passionate supporters of live harness racing. He added that he considers it an honour to join the ranks of a company with Woodbine’s rich history.

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