Anne Belliveau new Tennis Canada CMO

Tennis Canada is pleased to announce the appointment of Anne Belliveau as Senior Vice President and Chief Marketing Officer. In her new position, she will lead the marketing, communications and business partnerships groups. She will oversee Tennis Canada’s global brand, marketing vision and strategies, and build on the organization’s various platforms to create positive sustainable ties with the community, as well as with fans and players of all levels.

In addition, she will play a vital role in Tennis Canada’s digital transformation to assert the organization’s leadership not only in tennis but also in the digitization of the sport as well as accessibility. Anne Belliveau will ensure the transformation provides Tennis Canada with the means to develop and promote a greater number of events that support the career advancement of women and explore a range of innovative avenues, including e-sports, non-fungible tokens (NFTs) and more.

“It is a genuine privilege for me to join Tennis Canada—an organization that has continued to gain recognition as a leader on the Canadian and international sports scenes,” said Anne Belliveau. “In recent years, we have witnessed the rise of Canadian tennis and growing popularity of the National Bank Open presented by Rogers in Montréal and Toronto. I strongly believe the best is yet to come, and I am very excited to be able to help create that future today!”

With 25 years’ executive experience in marketing, communications, business development and sponsorship in key sectors such as telecommunications, the performing arts and amateur sports here and abroad, Anne Belliveau has a proven track record in digital transformations toward data analytics-driven strategies, partnership programs and the development of relevant dialogue in the client journey.

Prior to joining Tennis Canada, she was the Chief Marketing Officer at Just For Laughs Group—the world’s largest global player in the comedy industry—and led the organization’s digital transformation. Anne Belliveau also served as Vice President of Business Brand and Marketing Communications at TELUS, one of Canada’s leading telecommunications companies, where she oversaw the digital transformation and spearheaded the development of the new national business brand and the creation of data analytics and insights capabilities for national campaigns, including a B2C loyalty program that was shortlisted for the Cannes Lions. 

“We are delighted to have Anne join our organization and senior management team,” said Michael Downey, President and Chief Executive Officer of Tennis Canada. “Well known for her impressive marketing pedigree, especially her leadership in leading digital transformation, there is no doubt she will fully contribute to the development of our sport at all levels. The entire Tennis Canada team joins me in welcoming her to this critical role.”

In addition to her new duties, Anne Belliveau remains Vice-President of the Board of Directors of the Dr. Clown Foundation and Chair of the fundraising committee. An avid sports enthusiast, she sat on the board of directors of the World Triathlon Championship in Montréal for five years and was a member of Triathlon Canada’s Age Group team in 2018.