James is the founder of Lamont Communications, and has more than 20 years of experience in the sports and entertainment field with the National Basketball Association (NBA), National Hockey League (NHL) and Canadian Broadcasting Corporation (CBC). Today he’s one of the country’s top sports and entertainment consultants.
Specializing in strategic planning, sports marketing and sponsorship, media and influencer relations, James’ client list includes such notable brands as: Labatt Breweries of Canada, Royal Bank of Canada, YouTube, Uninterrupted Canada, General Mills, Dove, Sony Music, Under Armour, BioSteel and Kraft Canada.
His distinctive experience was developed as both agency and in-house council creating and executing award-winning campaigns like the Cannes Lion D’or for Budweiser Red Lights in addition to national activations for CBC’s Hockey Night in Canada, the Olympics, FIFA World Cup, Tough Mudder and UFC.
A trusted strategic consultant, James works with a host of creative and communication agencies across the country connecting clients to Canada’s top sports media and influencers. He has advised high profile personalities such as George St. Pierre, Connor McDavid, Andrew Wiggins, Pascal Siakam, Denis Shapovalov, Marcus Stroman, Cabral “Cabbie” Richards and Andre De Grasse, as well as a host of other prominent business executives, athletes, and broadcasters.
James is married with a son and enjoys spending his weekends and COVID times at his (non-working) farm in Prince Edward County.