# Dorian Morphy

> Dorian Morphy is a Winnipeg sports and entertainment marketing executive who has worked with True North Sports + Entertainment since its early years. He helped open the MTS Centre, build the Manitoba Moose audience, shape the Winnipeg Jets' 2011 return through the Drive to 13,000 campaign and a new identity system, and now leads brand, marketing, community relations, content, game presentation, communications, and Jets Gear for True North. His recent public work connects fan growth with cultural inclusion and the long-term vitality of downtown Winnipeg.

- **Role:** Senior Vice President, Brand & Chief Marketing Officer at True North Sports + Entertainment
- **Organizations:** True North Sports + Entertainment, Winnipeg Jets, Manitoba Moose, Downtown Winnipeg Business Improvement Zone
- **Education:** Marketing graduate, University of Manitoba, Asper School of Business
- **Known for:** Helped lead the successful 2004 opening of MTS Centre., Helped the Manitoba Moose become a perennial AHL attendance leader., Played a prominent role in creating the 2011 Drive to 13,000 season-ticket campaign.

## Career timeline

- **1996** — Joined the Manitoba Moose and began his long association with True North Sports + Entertainment.
- **2004** — Served on the leadership team that opened MTS Centre in downtown Winnipeg.
- **2008** — As Director of Marketing and Brand Management for the Manitoba Moose, discussed a redesigned team website built around news, video, blogs, and fan interaction.
- **2011** — Helped create the Drive to 13,000 season-ticket campaign and led the process for the new Winnipeg Jets logos, jerseys, and brand identity.
- **2018** — As Vice President of Marketing, participated in a University of Manitoba study of Jets branding and fan loyalty.
- **2022** — Spoke publicly about the Jets' long-term approach to cultural heritage nights and reaching more of Winnipeg's communities.
- **2023** — Received project credit on the Winnipeg Jets app, shortlisted in the Hashtag Sports Awards fan engagement category.
- **2025** — As Senior Vice President, Brand & Chief Marketing Officer, described cultural inclusion as a multi-year strategy for the Jets.
- **2026** — Listed by Downtown Winnipeg BIZ as chair of its board of directors.

## Achievements

- Helped lead the successful 2004 opening of MTS Centre.
- Helped the Manitoba Moose become a perennial AHL attendance leader.
- Played a prominent role in creating the 2011 Drive to 13,000 season-ticket campaign.
- Led the process that created the returning Winnipeg Jets' logos, jerseys, and brand identity.
- Expanded True North's retail operation, Jets Gear, to four locations.
- Contributed to the Winnipeg Jets app project shortlisted for a 2023 Hashtag Sports Award.

## Latest updates

- **2026-08** — Downtown Winnipeg BIZ lists Morphy as chair of its board of directors.
- **2025-02** — Discussed the Jets' multi-year cultural inclusion strategy and the importance of making every Winnipegger and Manitoban feel welcome.
- **2025-10** — Joined a Downtown Winnipeg BIZ tour showcasing downtown businesses and development with Manitoba's minister responsible for business and trade.

## Links

- Website: https://www.tnse.com/staff/dorian-morphy/
- LinkedIn: https://www.linkedin.com/in/dorian-morphy-9b9912286

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Profile page: https://yespress.io/dorian-morphy
Published by YesPress — https://yespress.io
Last updated: 2026-08-23