Success is built on smart operations, sustainable revenue, and lasting relationships. Few understand this better than Chris Lamarucciola , Esports Manager at Conestoga College . From grassroots beginnings to overseeing one of the most innovative college programs in North America, Chris brings clarity to a conversation that often feels chaotic.
In a recent discussion, Chris broke down exactly how his team runs a lean, high-impact program balancing competitive ambition with real-world business knowleadge. It's not about chasing the biggest sponsorship deal out of the gate. It’s knowing your value, playing the long game, and aligning your program with campus-wide goals.
Start With People, Then Talk Revenue
Chris is clear: relationships come first. Revenue follows.
Rather than opening meetings with a pitch deck or funding request, Chris focuses on shared values. His team vets every partner for alignment with Conestoga’s strategic plan. Collaborations begin with product testing, surveys, and exposure opportunities not big dollar asks. When trust is built, bigger partnerships follow naturally.
One powerful tactic? Invite partners into your space. Let them meet your students. Show them what you're building, live and unscripted. Those conversations build something a cold call never could: belief.
Merchandise at Conestoga isn’t just apparel, it’s marketing, community, and culture.
Chris leads by example, wearing Condors gear and encouraging staff and students to do the same. His vision? Students walking through the halls proud of their esports affiliation, generating curiosity and engagement with every logo.
"That visibility turns into questions, clicks, and eventually, enrollment," Chris shared. “It’s part of building something students want to be part of, not just play in.”
While many programs chase prize pools or team rankings, Chris prioritizes sustainable revenue streams:
Run Lean, Grow Smarter
Chris operates with a startup mindset. “I never expect more budget unless I can 2x or 3x the return,” he said. His philosophy? Prove the concept first, then scale.
That mindset applies to staffing, too. With only four full-time team members, the Condors program relies on student staff and work-integrated learning, a structure that supports both the program’s media operations and the student development pipeline.
By defining core pillars: Facilities, Media, Events, and Teams, Chris ensures that every initiative ladders back to the bigger picture.
Rather than chasing flashy deals, Chris encourages programs to build long-term partnerships that go beyond logos and impressions.
One recent example? Partnering with Toronto FC and BMO Next Level for a EAFC tournament. Through one email, Chris secured pro jerseys, game tickets, and swag proof that a well-timed ask backed by community impact can go a long way.
He also envisions partnerships with pro teams that are built for talent pipelines and mutual benefit, not just brand alignment. “We’re not trying to lock ourselves into a single org. We’re building something broader, something that makes sense for our students and their future,” he said.
Not every esports program will be top 10 in competition. That’s okay.
Chris urges programs to identify their strengths. For Conestoga, it’s media, events, and facilities. These drive revenue, align with academic programs, and open pathways for students beyond gaming.
“Teams are traditionally a cost center,” he explained. “But if we build sustainable revenue from our events, spaces, and media, we can invest back into the teams and grow responsibly.”
Final Advice for New Programs
If there’s one takeaway from Chris’s approach, it’s this: Esports is bigger than games. It’s business. It’s education. It’s community.
And with the right systems in place, it can be sustainable, scalable, and deeply impactful.
In a recent discussion, Chris broke down exactly how his team runs a lean, high-impact program balancing competitive ambition with real-world business knowleadge. It's not about chasing the biggest sponsorship deal out of the gate. It’s knowing your value, playing the long game, and aligning your program with campus-wide goals.
Start With People, Then Talk Revenue
Chris is clear: relationships come first. Revenue follows.
Rather than opening meetings with a pitch deck or funding request, Chris focuses on shared values. His team vets every partner for alignment with Conestoga’s strategic plan. Collaborations begin with product testing, surveys, and exposure opportunities not big dollar asks. When trust is built, bigger partnerships follow naturally.
One powerful tactic? Invite partners into your space. Let them meet your students. Show them what you're building, live and unscripted. Those conversations build something a cold call never could: belief.
Merchandise at Conestoga isn’t just apparel, it’s marketing, community, and culture.
Chris leads by example, wearing Condors gear and encouraging staff and students to do the same. His vision? Students walking through the halls proud of their esports affiliation, generating curiosity and engagement with every logo.
"That visibility turns into questions, clicks, and eventually, enrollment," Chris shared. “It’s part of building something students want to be part of, not just play in.”
While many programs chase prize pools or team rankings, Chris prioritizes sustainable revenue streams:
- From community tournaments to white-glove third-party activations, Conestoga's esports spaces are monetized for bootcamps, training camps, and public-facing tournaments.
- The program is leaning into YouTube and long-form content as part of a strategy to archive, share, and monetize stories beyond live matches.
- The hub is free for students, but rentable for outside organizations. It’s used by pro teams like Elevate, supported by Conestoga’s on-campus culinary school, and tied into a broader vision for community engagement.
Run Lean, Grow Smarter
Chris operates with a startup mindset. “I never expect more budget unless I can 2x or 3x the return,” he said. His philosophy? Prove the concept first, then scale.
That mindset applies to staffing, too. With only four full-time team members, the Condors program relies on student staff and work-integrated learning, a structure that supports both the program’s media operations and the student development pipeline.
By defining core pillars: Facilities, Media, Events, and Teams, Chris ensures that every initiative ladders back to the bigger picture.
Rather than chasing flashy deals, Chris encourages programs to build long-term partnerships that go beyond logos and impressions.
One recent example? Partnering with Toronto FC and BMO Next Level for a EAFC tournament. Through one email, Chris secured pro jerseys, game tickets, and swag proof that a well-timed ask backed by community impact can go a long way.
He also envisions partnerships with pro teams that are built for talent pipelines and mutual benefit, not just brand alignment. “We’re not trying to lock ourselves into a single org. We’re building something broader, something that makes sense for our students and their future,” he said.
Not every esports program will be top 10 in competition. That’s okay.
Chris urges programs to identify their strengths. For Conestoga, it’s media, events, and facilities. These drive revenue, align with academic programs, and open pathways for students beyond gaming.
“Teams are traditionally a cost center,” he explained. “But if we build sustainable revenue from our events, spaces, and media, we can invest back into the teams and grow responsibly.”
Final Advice for New Programs
- Start small. One team. One event. One space. Grow from there.
- Engage your institution. Align your goals with the college’s mission. Share wins. Stay visible.
- Invest in students. Help them build portfolios, brands, and networks.
- Burnout is real. Pace yourself. You’re building for the long haul.
If there’s one takeaway from Chris’s approach, it’s this: Esports is bigger than games. It’s business. It’s education. It’s community.
And with the right systems in place, it can be sustainable, scalable, and deeply impactful.