President & CEO
Len Rhodes has a clear vision for the Edmonton Eskimo Football Club and that is to create a sports and entertainment experience worthy of champions. He maintains the highest standards for on-field success and is dedicated to enhancing the Eskimos' presence in the community.
Since he was appointed as President and Chief Executive Officer on Dec. 1, 2011, Rhodes has taken the football first approach, committing club resources to Football Operations and hiring General Manager Ed Hervey to lead the team. Under Rhodes' leadership, the Eskimos have significantly enhanced the game day experience and ensured the team continues to make a positive and meaningful contribution to the community.
Rhodes believes that an Eskimo game day experience should be all about the fans. He has overseen the installation of new, more comfortable seats, the creation of pre and post-game fan fests, led the club's efforts to secure sideline LED signage to improve and modernize the game day experience and extended the Free Ticket to Ride program to provide fans free travel to Eskimo games on public transit.
He is also committed to significantly increasing funding for amateur football in Northern Alberta through the 50/50 program. After automating the system, the program raised $715,000 for amateur football in 2014 alone.
Rhodes is a consumer champion who has a solid reputation for "making things happen." He brings senior executive experience from the sporting goods and consumer goods sectors where he held leading management roles with iconic brands and organizations, including Reebok-CCM Hockey, Molson Coors Brewing Company and Heinz.
Prior to joining the Green and Gold, Rhodes led the turnaround of CCM Hockey and Molson Export beer - two highly recognized brands that have transcended the test of time. During his time with Reebok-CCM Hockey, he oversaw global operations and was the leader in transitioning the company from manufacturing to a consumer-driven organization. In 2005, he led the worldwide launch of Reebok Hockey and made it a recognized global leader. Rhodes was also on the negotiating team that formed the exclusive long-term alliance between the National Hockey League and Reebok-CCM Hockey.
An active community member, Rhodes served on the board of directors for OneGoal Hockey and Literacy Partners. In 2012, he secured a donation of over 500 pairs of shoes to WIN House, the largest donation ever received by the women's shelter. He was subsequently named a CEASE Man of Honour for his efforts. Rhodes is also an alternate on the CFL Board of Governors. He is co-chair of "Northern Kickoff," the most northern game ever played in the history of the CFL (June 13, 2015 in Fort McMurray).
A native of Schefferville, Que., Rhodes was raised in Montreal where he graduated from Concordia University (currently the John Molson School of Business) with a bachelor of commerce and a major in marketing, earned with distinction. He is fluent in English and French and his personal interests revolve around sports, business, his love of dogs and travel.
He has a daughter, Melissa, who he loves dearly. She works and resides in Montreal.