Calgary’s basketball scene is thriving, and at the heart of it is Jason Ribeiro, Vice-Chairman and President of the Calgary Surge, a Canadian Elite Basketball League (CEBL) team. As the Surge gears up for its third season, Ribeiro reflects on the journey so far and the exciting future ahead.
A Fast-Paced Start
“From a timing perspective, it’s gone by like this,” Ribeiro said, snapping his fingers to emphasize the whirlwind of activity since the Surge’s inception. “It’s been a bit of a fairy tale…but under the surface, it’s been a lot of hard work, a lot of learning, and a lot of experimentation.”
The Surge’s debut season set the tone, with sellouts at WinSport and a championship final appearance. Ribeiro described it as a litmus test to gauge the city’s appetite for professional basketball. “The interest blew every expectation, every financial projection we had on paper,” he shared.
By their second season, the Surge elevated their game, moving to the Saddledome for one game and drawing over 12,000 fans—a new CEBL record. “It shows how strong the business case is for basketball in Calgary and the strength of the CEBL,” Ribeiro added.
Basketball’s Rising Popularity in Canada
While hockey dominates Canada’s sports landscape, Ribeiro is optimistic about basketball’s future. “Basketball right now is the most popular sport played in the country, second to hockey,” he said. “If trends maintain, it could possibly overtake hockey.”
Ribeiro emphasized that the Surge is building more than just a basketball product. “What if the product we built encompassed arts, culture, and music? Whether you’re a diehard basketball fan or not, the value will be there.”
The Entertainment Factor
Ribeiro believes that sports events must deliver beyond the game. “Consumers expect more,” he said. “You can’t just be the best basketball product and think that’s enough. Basketball blurs the lines between sport and entertainment better than anything.”
From activities outside the venue to live game-day experiences, the Surge integrates arts, culture, and community engagement. “Whether you’re a casual fan or a diehard, you’ll come away entertained,” Ribeiro promised.
Meeting Fans Where They Are
The Surge’s off-season strategies include innovative outreach, such as setting up a mini basketball court at Calgary’s CF Chinook Centre. “We want to do cool things,” Ribeiro said. “Why wouldn’t we meet people where they’re at—malls, libraries, rec centres?”
This experimental approach helps the Surge adapt and innovate. “The off-season is an opportunity to test assumptions and incubate new ideas,” he explained.
A Legacy of Influence
Ribeiro credits the Toronto Raptors for paving the way for basketball in Canada. “The Raptors showed this could be successful here without compromising who we are as Canadians,” he said. “So much of what we’ve embedded into the Surge comes from that unique experience.”
Looking Ahead
With Drew Green, CEO of Indochino, joining as the league’s executive chair, Ribeiro sees an exciting future for the CEBL and the Surge. “Drew brings a lot of experience to grow the league,” Ribeiro noted. “Now is the time to build.”
As the Surge prepares for its third season, Ribeiro’s vision is clear: “The sky’s the limit. We’re building something special here in Calgary, and we’re just getting started.”
Mario Toneguzzi
Mario Toneguzzi is Managing Editor of Canada’s Podcast. He has more than 40 years of experience as a daily newspaper writer, columnist, and editor. He was named in 2021 and 2024 as one of the top business journalists in the world by PR News. He was also named by RETHINK to its global list of Top Retail Experts 2024 and 2025.
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