Jason Ribeiro, Vice-Chairman and President of the Calgary Surge, leads a very dynamic entertainment venture: a professional basketball team competing in the Canadian Elite Basketball League (CEBL). Since its inaugural season in May 2023, the Calgary Surge has made waves, not only on the court—where they became Western Conference Champions and set a league attendance record—but also through their dedication to community engagement. From game-day experiences that blend basketball with Calgary’s arts and culture scene to philanthropic programs like Surge ASSIST, the team has become a unifying force, reflecting the city’s diversity and spirit
What is your business called and what does it do?
The Calgary Surge is a professional basketball team competing in Canada’s largest domestic professional sports league, the Canadian Elite Basketball League (CEBL). Launched in Calgary in 2023 after transitioning from the Guelph Nighthawks, the team is committed to being “the Home Team” for Calgary, creating an inclusive space for fans and fostering community through basketball and entertainment. Beyond the court, the Surge actively participates in hundreds of local events, bringing people together through sport, arts, and culture.
What made you want to do this work?
We wanted to establish an anchor institution that could positively impact Calgary’s economic, social, and cultural well-being. Our mission was to offer a space where basketball fans and the broader community could unite and feel a sense of belonging. By blending basketball with arts and culture and connecting with diverse communities, we aim to entertain, reflect, and unite Calgarians.
What problem did you want to solve with the business?
We recognized the need for accessible entertainment that everyone could enjoy, regardless of socioeconomic status. Our Surge ASSIST program, in partnership with Kids Up Front Calgary, has raised over $300,000 and sent more than 4,250 children and families—many from newcomer and immigrant-serving organizations—to games for free. This initiative was recognized with the Culbert Family Award for Philanthropy by the United Way of Calgary and Area.
Who are your clientele/demographics?
Our fans are Calgarians of all ages, from families and basketball enthusiasts to those simply seeking a premium entertainment experience.
Where in the city can we find your profession?
The Calgary Surge plays its home games from May to August at WinSport Event Centre in Northwest Calgary. However, our activations extend throughout the city all year long.
What is the best question a prospective customer could ask a member of your profession when comparing services?
What separates your gameday experience from other sports teams in the city?
Our gameday experience is unmatched, blending basketball with live performances from musical acts, dance troupes, and community organizations that celebrate Calgary’s cultural diversity. It’s a premium summertime event like no other.
What is the best part about what you do? What is the worst part?
The best part is creating unique and unforgettable experiences for Calgarians—whether it’s closing down the Peace Bridge for a special event, hosting a 40-piece orchestra playing JAY-Z at the Saddledome, or laying a basketball court in Chinook Centre. The most challenging part? Our season only runs from May to August, and we wish it were longer!
What is your favourite joke about your profession?
There’s an old adage: How can you tell if someone is an entrepreneur? Don’t worry—they’ll tell you! I tend to shy away from that title, but there’s some truth in the humour!
Where can we follow you?
Follow us on Instagram, Facebook, LinkedIn, and TikTok
PAY IT FORWARD: What is another local business that you love?
Zeno Renewables, a Calgary-based solar solutions provider, is not only our Title Sponsor but also a trusted partner in our efforts on and off the court. Their turnkey solutions for homeowners are helping drive sustainable energy initiatives across Canada.
