JP Adams

Vice President, Partnerships

JP has been with True North Sports and Entertainment since 2017 and currently serves as Vice President, Partnerships. In this role he has played a pivotal part in developing strategic relationships that enhance the organization’s brand and community impact. With a strong foundation in business and sales, JP brings over a decade of experience in partnership development and client relations.

Prior to joining True North, he spent eight years at Labatt Breweries of Canada in Manitoba and Alberta, where he honed his skills in sales strategy and relationship management. His career began in the hospitality industry, where he cultivated a passion for customer service and community engagement.

JP holds an undergraduate degree from the University of Manitoba, where he graduated in 2007, and an MBA from the Asper School of Business, completed in 2014. As a proud Winnipeg native, he is deeply committed to the local community. He enjoys quality time with his wife, Tara, and their young family, exploring all that this vibrant city has to offer.

When not at work, JP enjoys engaging in community initiatives, participating in adult hockey and spending time outdoors with Tara and their children.