Songs and Sports: Meet Paul Shaver, the new leader of Nielsen Sports in Canada

Paul Shaver was recently promoted to Vice President, Nielsen Entertainment Canada, Music and Sports.

His role has expanded to drive commercial efforts in Canada across Sports and Music. He will also support relationship development with existing Sports clients in Canada.

Paul is a graduate of the Nielsen Entertainment Entrepreneurs program. Since joining Nielsen, he has overseen the Canadian rollout of Music Connect in 2016 and the Mobile App in 2017 and secured important business relationships with record labels, radio groups and awards shows. He has over 25 years of experience including roles as VP of Marketing for Virgin Records, EMI/Capitol Records & Universal Music. He is based in Toronto.

Q: Please explain the importance of your new role for sports industry clients in Canada.

When it comes to rights holders and brands, it’s extremely important for them to have someone who understands the local market, consumers, colloquialisms, events, etc. Having someone readily available to assist client needs is critical.

Q: Music and Sports are both under the Nielsen Entertainment umbrella, what are some of the similarities you see in our clients and the challenges they are facing in 2018?

The sponsorship/marketing landscape is growing and brand CMOs/Agencies are looking at the entire entertainment landscape for opportunities versus just a sport or music. Giving clients the ability to speak with one trusted source will allow us to service all of their entertainment sponsorship strategy and evaluation needs. The biggest challenges with pretty much everyone are two-fold – the sheer expense of sponsorships and discovering the right opportunity that achieves your goals, giving you the most bang for your buck. This is where we come in, giving clients the ability to speak with one contact, who is truly a non-partisan.

Q: Describe your leadership style and what Nielsen Sports clients and associates can expect from you.

I’m a pretty passionate guy so when I jump in…I’m an ‘ALL IN’ kinda person.  I’m truly looking forward to expanding my role and developing new relationships within the Sports and Brand communities.

Q: How are you involved in sports outside of work?

Being Canadian I watch hockey, pretty much in all our DNA.  I’m a big Leafs fan and the wonderful thing with NBA and MLB is only have one team in each, so the Raptors and Jays are really Canada’s teams. Nothing like an entire nation cheering you on.  I coach my kid’s ball teams in the summer and play in beer league myself.

Q: Are you willing to tell people in Nielsen Sports about your reality TV experience?

Sure. Little known secret, our family appeared on the HGTV series “Love It or List It” a few years back. It was a great experience that will haunt us for the rest of our lives! Oh ya, we “Loved It!”

Q: What is one thing that you want the Nielsen Sports clients in Canada to know about you?

Looking forward to diving in and getting a solid understanding of their unique needs, without this we can’t work towards helping them achieve their goals.


Paul Shaver may be reached via email at