Why
VSG?
Villani Sports Group is not a transactional sponsorship agency. We are a purpose-built commercial platform designed to aggregate, govern, and scale sponsorship revenue through disciplined execution.
Focused. Governed. Built to Scale.
Our Model
Built on four pillars that define how we operate and scale.
CENTRALIZED
One strategy, one pricing framework, one governance structure
ALIGNED
Revenue tied directly to sponsor performance and renewal
DISCIPLINED
Expansion gated by results, not ambition
SCALABLE
Growth driven by aggregation, not complexity
Founder & Leadership
Founder-led by design — ensuring execution discipline, sponsor accountability, and long-term platform thinking from day one.
Michael Villani
Michael is a senior sales and partnerships executive with over 15 years of experience building and managing large-scale commercial partnerships, combined with lifelong involvement in Canadian hockey.
Most recently, Michael served as National Sales Director at Carlsberg Group, where he led a national sales organization and oversaw a broad, multi-market revenue portfolio while negotiating high-value, multi-year corporate partnerships across retail, hospitality, sports, and entertainment.
His background includes league-level partnerships with organizations such as the Canadian Hockey League, Ontario Hockey League, Memorial Cup, Toronto FC, and Canada Soccer — requiring the same centralized strategy, pricing discipline, and activation governance that underpin Villani Sports Group.
Michael played Junior A hockey with the Brooks Bandits (AJHL) and Huntsville Wildcats (OPJHL) and remains actively involved in the game today, coaching minor hockey in the GTHL.
15+ Years
National sales & commercial partnership expertise across sports, retail & hospitality.
Multi-Market Portfolio
Broad revenue portfolio spanning retail, hospitality, sports, and entertainment.
Hockey First
Former Junior A player, active coach and community advocate.
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