Bernie Colterman

Bernie Colterman was the co-founder of the Centre of Excellence for Public Sector Marketing (CEPSM) and one of Canada’s leading experts in sponsorship marketing, strategic partnerships, and revenue generation. Over a career that spanned more than two decades, he facilitated hundreds of collaborative arrangements for both government and industry, raising tens of millions of dollars in corporate sponsorships to support national campaigns, municipal initiatives, major exhibitions, and public education programs.

He played a central role in launching the Government of Canada’s Exhibitions Program (Canada Pavilion), oversaw marketing and branding strategies for more than 200 government events annually through Public Works, and served as CEO of the Central Canada Exhibition (“the Ex”). He also helped lead major government-focused events such as GTEC Week and MARCOM, which became must-attend gatherings for public sector marketing and communications professionals.

As a consultant, Bernie provided strategic advice to federal, provincial, and municipal clients as well as non-profit organizations. His work covered areas ranging from strategic marketing planning and social marketing to partnership development, performance measurement, and program delivery. His proprietary valuation models and sponsorship assessment tools became widely adopted as best practices across multiple sectors. He also facilitated large-scale national consultations, including work for the Mental Health Commission of Canada, where he helped convene practitioners from across the country to advance a collaborative approach to reducing stigma around mental health.

Bernie was also a dedicated educator and mentor. As Co-Program Director and faculty member of the Professional Certificate in Public Sector and Non-Profit Marketing at Carleton University’s Sprott School of Business, he trained thousands of professionals through his courses and workshops, including his highly regarded “Designing and Selling Your Sponsorship Program” and “Revenue Generation Boot Camp.” His teaching left a lasting mark on a generation of public sector marketers, communicators, and fundraisers.

In 2025, we lost Bernie to complications related to multiple system atrophy (MSA). He will be remembered not only for his expertise and accomplishments but also for his humour, positivity, and generous spirit. Bernie’s contributions helped shape the practice of sponsorship and partnership development in Canada’s public and non-profit sectors, and his legacy continues to influence the field today.