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Deidra's FIS Approach

The members of the FIS Council represent the interests of 74 nation states. The council isn't about individual interests or home nation representation, but instead the shared, collective interest in the growth of snow sport. 

Deidra will endeavor to ask each member 'what does your nation need from FIS?'. She will build an ongoing stream of dialogue to ensure the strategy direction discussed at the FIS Council table fully considers and comprehends the intricacies and complexities challenging individual nation states. 

Deidra Dionne

JURIS DOCTOR OF LAW

  • Professional sport media executive, experienced in strategy, media rights, content distribution and revenue generation.
     

  • Background in law with extensive board and sport experience, including professional sport and Olympic sport.
     

  • Olympic medalist (2002) and 2x World Championship medalist in Freestyle Skiing.

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Snowboarders in mountain landscape

Why Deidra? 

  • Deidra has extensive experience in sports media, overseeing a multi-billion dollar sports rights portfolio.  She is sophisticated in all content distribution, specifically the intricacies of maintaining linear value whilst growing social/digital consumption and harnessing fan engagement to deepen commercialization tactics. 

  • Deidra is a strategic thinker with strong operational and tactical awareness.  She has the ability to take strategic thought and seamlessly understand operational impact.  She has experience implementing bold strategic change and organizational change management with an understanding that tactical decisions require timely and clear direction. 
     

  • She is successful because she excels at building trust and finding consensus.  Her ability to problem solve and communicate clearly and consistently differentiate her at leadership levels.
     

  • For her, it is personal. Skiing has given her everything. A passion for the outdoors, a love for all of the ski/snowboarding disciplines and a pathway to achieving her lifelong Olympic dreams. She wants to contribute to its longevity and future success.

 

PROFESSIONAL

 

EXECUTIVE ROLE

Executive with the #1 sport media company in Canada - Rogers Sport & Media

RIGHTS MANAGEMENT

Experience negotiating, activating and commercializing a multi-billion dollar international, national and regional sport rights portfolio that includes:

  • National Hockey League (NHL)

  • National Basketball League (NBA), FIBA, Canada Basketball, Toronto Raptors

  • Major League Baseball MLB), Toronto Blue Jays

  • Bundesliga, 2022 FIFA World Cup Qualification, CONCACAF

  • Olympics, WWE, Indycar, PWHPA, Curling & more

REVENUE CREATION

Revenue driver in content distribution, sports betting, branded content, influencer content (e.g., Post Malone, Serge Ibaka) and talent commercialization

INNOVATION

Leader in innovative fan engagement tools, spearheaded release and sale of 1st NHL player NFT (non-fungible token)

EDUCATION

Juris Doctor of Law graduate, bar admittance to the Law Society of Upper Canada

BOARD EXPERIENCE

Experienced board member within Canadian Sport system, including Canadian Olympic Committee, Canada Winter Games, Canadian Women & Sport; governance, nominating and strategy sub-committee work

DIVERSE EXPOSURE

Previous sport employment includes both the NHL and NFL Players' Associations, sport marketing agency, Tier 1 law firm

INTERNATIONAL SPORT BUSINESS EXPERIENCE

 
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PERSONAL

 

Microsoft ExCel - Advanced

Microsoft Word - Advanced

Power Point - Proficient

Adobe - Proficient

French - Mother Tongue

Spanish - Advanced

SKILLS

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English speaker, conversationally fluent in French

2002 Olympic Bronze Medalist, Freestyle Aerials; 2006 Olympian; 11 world medals; 2 World Championship podiums

Elected Member of Canada's Alberta Sports Hall of Fame; FIS Rookie of the Year (1999); Winner - Canada Sport Business Award '5 to Watch'

On-air Broadcaster for FIS/Olympic events (Canadian Broadcasting Company) 

Tenacious, competitive and intellectual individual that approaches every obstacle with an open mind, willingness to fact find and build solution-oriented conversations

WHY CANADA?

 

A Multi-Disciplined Snow Sport Nation

Canada, like FIS, understands the tensions of having multiple interests under a common umbrella. This experience is crucial to living the values of collective growth over individual interest; a key barrier FIS must continue to overcome to reach its full potential.

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A History of Partnership

Canadians continue to work effectively in all levels of FIS. We have both a small nation understanding of constraints and limitations, with big nation experience of hosting major Games, events and a true legacy of  ski sport culture.

Winning a Bronze Medal for Canada at the 2002 Olympic Winter Games