Toronto Rock name longtime Hamilton Tiger-Cats executive Matt Afinec as president

Graphic courtesy: Toronto Rock

The Toronto Rock of the National Lacrosse League (NLL) have hired Matt Afinec as their new president and chief operating officer.

Afinec was most recently the president and chief operating officer for the Hamilton Sports Group, which operates the Hamilton Tiger-Cats and Forge FC in the  Canadian Premier League, as well as Hamilton Stadium. He was promoted to the role in 2018 after previously serving as the Ticats’ vice president of corporate partnerships and new stadium business development beginning in 2010.

Prior to his time in Hamilton, the McGill graduate spent five years as vice president of corporate partnerships sales and services with the Toronto Argonauts.

“Matt is someone I’ve known and respected for many years,” Rock general manager Jamie Dawick said in a statement. “As our organization has continued to grow, it became clear we needed an executive of his calibre to help lead our business into its next chapter. Just as importantly, Matt understands Hamilton. He has lived and worked in this community for more than two decades and has built trusted relationships throughout the region. Those connections, combined with his leadership experience, will be invaluable as we continue growing our fan base, strengthening our presence in Hamilton and building the future of the Toronto Rock.”

Afinec will report directly to Dawick and lead the Toronto Rock organization’s business operations, including strategic growth initiatives, stakeholder relations, partnerships, ticketing, marketing, fan engagement, community outreach and facility operations.

“First and foremost, I’d like to thank Jamie Dawick for this incredible opportunity and for his unwavering commitment to the Toronto Rock, the game of lacrosse and the communities we serve,” Afinec said as part of the announcement. “Toronto Rock is one of the most respected brands in lacrosse and one of the most unique sports organizations in North America. This opportunity extends far beyond a professional sports franchise. Every day, this organization creates opportunities for thousands of athletes and families through its teams, facilities, programs and community initiatives.

“Having lived and worked in the Hamilton area for more than two decades, I’ve seen firsthand the important role sport plays in bringing communities together, and I’m excited to help deepen the Toronto Rock’s connection to Hamilton while building on the incredible foundation Jamie and the entire organization have established. I believe the future has never been brighter.”

Founded in 1998, the Toronto Rock relocated to Hamilton in 2021 and play out of the TD Coliseum. The team has won seven NLL titles, including winning the championship in 2026.