President & CEO
Edmonton Eskimo Football Club
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, the stadium fan experience and is dedicated to enhancing the Eskimos presence in the community.
Since he was appointed President and Chief Executive Officer on Dec. 1, 2011, Rhodes has taken a football first approach, committing club resources to Football Operations and hiring General Manager Ed Hervey to lead the Eskimos Football Operations.
Rhodes believes that an Eskimos game day experience should be all about the fans. He led a partnership with the Disney Institute to improve the guest experience. Together, with his on-field and off-field staff, his objective is to create legendary memories for guests at the stadium. Rhodes 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 Ticket to Ride program to provide fans free travel to and from Eskimos 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 and distributed $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. He is known for his ability to lead organizational turnarounds.
Prior to joining the Green and Gold, Rhodes oversaw the global operations of Reebok-CCM Hockey. As Senior Vice-President & General Manager, he was the leader in transitioning the company from a manufacturing to a consumer-driven organization. During his time with Reebok-CCM Hockey, 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.
As an extremely active community member, Rhodes serves on the board of the Edmonton Chamber of Commerce, he is a member of the Northlands Arena Strategy Committee and he has made approximately 100 community appearances on behalf of the Edmonton Eskimos in each of the last three years. He was subsequently named a CEASE Man of Honour for his efforts in assisting WIN House and women who are survivors of domestic violence. 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). His pet projects include being the grand marshal and the lead fundraiser for the Edmonton Humane Society’s Pets in the Park Walk, along with his active support and fostering of a service dog through Dogs with Wings, Assistance Dog Society.
A native of Schefferville, Quebec, 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, whom he loves dearly. She works and resides in Montreal.