You wonder why more professional sports teams haven’t done this.
The Niagara River Lions have announced that current player and team captain Kimbal Mackenzie has been hired in a full time role as Brand and Community Ambassador, marking a first of its kind position across all teams in the Canadian Elite Basketball League (CEBL).
This groundbreaking role is designed to extend the River Lions impact beyond the court, strengthening community ties and growing the game of basketball across the region.
As Brand and Community Ambassador, Mackenzie will engage with fans, mentor young athletes, and inspire the next generation through school visits, coaching, and leadership presentations. His presence in the Niagara community throughout the CEBL off season (September to April) will allow him to embody the River Lions’ moniker of pride and strength of community.
“We are thrilled to welcome Kimbal to the River Lions front office in this historic role,” said Michelle Biskup, President of the Niagara River Lions.
“This marks a significant step forward in our commitment to making a lasting impact on the Niagara community year-round. Kimbal’s leadership on the court is unmatched, and now he will bring that same passion and dedication to this new role, helping us grow our brand, engage with fans, and support local initiatives. This role not only enhances our presence beyond the season but also reinforces our mission to lead on and off the court.”
Mackenzie’s, who just ended a successful head coaching debut wit the Niagara College Women’s Basketball team, outreach will include school visits, basketball teams and community organizations across the Niagara Region and as far as Hamilton, Burlington and his hometown of Oakville. These visits will feature interactive question and answer sessions, basketball demonstrations, and discussions on leadership, teamwork, time management, healthy habits, and Kimbal’s personal journey in professional basketball.
As the 2024 Ben Zwolak Community Ambassador Award recipient, Mackenzie is already recognized for his dedication to service and in this new capacity he will continue to inspire, grow the game of basketball at the grassroots level and serve as a key representative for both the River Lions and CEBL.
“I’m ecstatic to be stepping into a full-time, community based role with the River Lions,” Mackenzie said. “I’m joining an incredible organization with top quality people up and down the board. I look forward to helping grow the game across the greater Niagara Region as well as the River Lions brand.”
Now a proud resident of Grimsby, Mackenzie and his wife, and their two young children have made Niagara their home. This deep personal connection to the region makes his new role even more meaningful, as he helps build a stronger basketball culture and engages with the local community year-round.
The structure of this role will allow Mackenzie to return as team captain for the 2025 River Lions season (May to August), ensuring a year round connection between the team and the community.
For more information on Mackenzie’s role, and how to book an event, visit riverlions.ca
Rod Mawhood is a lifelong Niagara native who has had the pleasure of working in all three mediums – Radio, Print and TV – for over 20 years. His first announcing gig was with the then St. Catharines Stompers. Since then he’s worked in radio and TV in Toronto, and currently is the announcer for the Niagara IceDogs and Niagara River Lions.
Rod also covers the Buffalo Bills for FOX Sports and the Buffalo Sabres for NBC Sports.
