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Hosted in partnership with the Winnipeg Chamber of Commerce as part of their monthly luncheon series, CEBL Commissioner and Co-Founder Mike Morreale will host a panel of experts, including Stephanie Withall, Vice President of Business & Marketing Operations of Canada Basketball, Norva Riddell, Sr. Vice President, Sales & Chief Revenue Officer of True North Sports and Entertainment, Mark Loewen, President and General Manager of Telpay, and Cheryl Sebastian, Associate Vice President, Global Partnerships of the NBA, to engage in a discussion around the business of basketball and connecting brands with the power of sports.

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Mike Morreale

Commissioner & Co-Founder


  • Former CFL star and CFLPA exec Mike Morreale co-founded the CEBL in 2019, building it into Canada’s largest pro sports league
  • Under his leadership, the CEBL is now a top FIBA league with NBA, G League & international talent — and more than 70% Canadian athletes
  • Introduced innovations like the Target Score Ending, crypto player payments, and the league’s own OTT platform, CEBL+
  • Expanded the league through the pandemic with new franchises and national broadcast deals
  • Focused on growing basketball in Canada at every level — from grassroots to pro

Stephanie Withall

Vice President, Business & Marketing Operations


  • Joined the executive leadership in 2024 ahead of the Paris Olympics
  • Former Associate Vice President of Global Partnerships at the CFL, leading major brand activations across the league and Grey Cup
  • Spent a decade with MLSE, delivering top-tier partner programs across the Leafs, Raptors, TFC, and Argos
  • Previous experience includes roles with Pipeline Communications, IMG Canada, and Ronald McDonald House Charities
  • Holds degrees from Laurentian University (B.P.E.) and Durham College (Sports Administration)
  • Passionate about community and sport, actively volunteers with youth programs and initiatives supporting women in sport

Norva Riddell

Sr. Vice President, Sales & Chief Revenue Officer


  • For over 20 years she has led pivotal growth phases for the Winnipeg Jets and its subsidiaries
  • Brings 40+ years of experience focused on building strong, trustworthy partnerships locally and nationally
  • Prior to True North, held sales and leadership roles for 20 years at Molson Breweries
  • Committed Manitoban who serves on the True North Youth Foundation board and volunteers with Make-A-Wish
  • Lives in Winnipeg with her husband, Rob Duncan, and actively supports community initiatives

Mark Loewen

President & General Manager


  • Leads the company’s strategic direction, growth, and culture
  • Spearheaded Telpay’s shift from legacy software to a modern online platform
  • Brings deep expertise in product development, commercialization, and entrepreneurship
  • Recognized for innovative thinking and precise execution
  • Believes in leadership through service, both in business and the broader community

Cheryl Sebastian

Associate Vice President, Global Partnerships


  • Oversees licensing, retail, and new business, enriching the NBA and WNBA fan experience in Canada
  • Drives innovative programs and award-winning campaigns in collaboration with top brand partners
  • Joined the NBA in 2014, bringing 15+ years of experience in sports and entertainment sponsorship
  • Previously led mass sponsorships at Rogers, managing large-scale national campaigns
  • Active mentor and advocate, involved with SMCC, WISE, Black Sport in Business, and NBA employee resource groups