Chris Lang, Former Chairman of Lang Partnerships Network, is long regarded as one of the founders of Canadian sponsorship, Lang is often referred to as the Guru of Canadian partnership marketing. Chris spent five decades leading the industry in sponsorship development and innovation. Most recently he took his scope global working with the Vatican as a visionary for Sport at the Service of Humanity.
In the corporate sector, Chris provided strategic direction and advice to corporate clients to achieve corporate business objectives. From major multi-national corporations such as Coca-Cola, Samsung, Kodak, Bank of America, IBM and Telstra to Canada’s leading companies including Bell Canada, Royal Bank, Canadian Pacific, Petro-Canada, Canada Post, Purolator, Weston Foods, Labatt, etc.–the roster of organizations that has benefited from Chris’ unique insight and marketing expertise is a testament to his stature as one of the most respected experts in the corporate partnership marketplace. For over 50 years, Lang’s visionary leadership has helped clients such as Toronto Pearson Airport, CIBC and Hockey Canada tap into their unique point of difference and develop successful, revenue-generating strategies. Under Chris’ leadership, LANG Partnerships Network has negotiated sponsorship deals in excess of two billion dollars. With a reputation that precedes him, clients from around the globe relied on Chris to forge their innovative partnerships.
Since his early involvement with the Federal government’s “Task Force on Sport for Canadians”, Chris has been a leader and key advisor for many of the major developments, which have occurred in Canadian sport during the last five decades.
Chris has been involved with the Olympic movement since 1968, with both Summer and Winter Games experience spanning 5 continents. He served as Canadian Olympic Association Vice President from 1969-1977, Chairman of the Joint Marketing Committee for the 1976 Olympics, and Special Advisor to the President of the 1988 Winter Olympics in Calgary and was involved in the 2010 winter Olympics in Vancouver, Canada. His extensive and thorough understanding of the components of the Olympic industry has allowed Chris to provide services ranging from strategic advisor to program management for corporations in every Olympics since Mexico City in 1968.
Chris’s uncanny ability to evolve with the market, recognizing trends before they happen, and always positioning himself at the forefront of change. He has worked with top global brands has helped found many of Canada’s most well-established sports properties. Chris Lang has been an influential figure within the sponsorship marketing industry and his impact will benefit the industry for years to come.
“Chris had a commitment and passion for sponsorship, integration, and impact and he delivered. He is a visionary in creating deep, immersive consumer experiences. But Chris’s impact in Sport Marketing goes beyond his extensive client list. He was a leader in the industry who consistently gave back to others through mentorship and coaching. Chris Lang’s 50-year + commitment to the sports marketing industry in Canada is truly inspiring.” said client John Cassady, Chairman of the Board Manulife Financial.
In 2019 Chris won the Sponsorship Marketing Council Canada Legacy Award, in response to learning of the award, Chris Lang stated: “I am honoured and humbled to be named to the SMCC Hall of Fame. For me, there is nothing more rewarding then to work with an incredible partner to bring an innovative idea to life. To be recognized for this work is extremely gratifying.”
During the span of his career, Chris has mentored and worked with a number of the industry’s most influential marketers. Keith Pelley, CEO European PGA Tour, cited Lang among his business mentors: “Chris is the grandfather of sports marketing. He has literally changed our industry with his creativity and brilliant marketing mind. He is the most knowledgeable sports sponsorship expert in Canada.”
In the not-for-profit sector, Chris has applied the same strategic thinking and business principles in order to assist charitable organizations navigate and leverage the area of social/cause marketing. Some of the organizations that he has worked with over the years include the Hospital for Sick Children, Sunnybrook Hospital Foundation, North York General Hospital; Scarborough Hospital Foundation, Toronto General Hospital in the health area; the Royal Conservatory of Music, Luminato, Cirque du Soleil in Arts &Entertainment; the YMCA and United Way in the Community; Tree Canada Foundation and Trans Canada Trails in the Environment.
Chris Lang, innovator, trusted advisor, leader, game changer, mentor, and partner.
For more on Chris Lang please watch a video on his legacy: https://langpartnerships.ca/what-we-do/
About Lang Partnerships Network
Lang Partnerships Network, established in 1968, is committed to delivering game-changing partnerships in sectors that matter to society. Their client roster includes companies such as Toronto Pearson, G20 Cricket and Canada Games. To learn more about Lang Partnerships Network, visit https://langpartnerships.ca.