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Edmonton Born Victor Cui Charges Home to Lead the Elks Back to CFL Glory

Welcome home Victor Cui, welcome home. Today, the Edmonton Elks formally announced their new team President and CEO. Edmonton Born, Victor Cui, an Archbishop O’Leary High School alumni, HMCS Nonsuch sailor and Canadian Armed Forces Veteran.

Worldwide Sporting Success

Since 2011, Cui has been the CEO International of ONE Championship (ONE) and the CEO of ONE Elite Agency. According to Cui’s LinkedIn profile, he “successfully helped to build Asia’s largest sports media property with one of the largest social media following in the world and currently valued at $1 billion. Victor Cui has also worked with Asia’s number one sports broadcaster – ESPN Star Sports (ESS). Before working with ESS, he was the Director of Communications for the PGA Tour – Golf Canada. He has had involvement with the Commonwealth Games, the World Championships, the Sydney Olympics, the PGA Tour Bell Canadian Open Championship, and many other world-wide sporting events. Now, he leads the herd in Edmonton.

Victor Cui Surveying the Future of the Edmonton Elks Photo Courtesy of goelkscom

A Dream Come True

As a teenager, growing up only a few minutes from my own northside Edmonton roots, Victor dreamt like many of us fans, of one day, being a part of Edmonton football. Edmonton was the organization that awarded him his first scholarship, the Johnny Bright Scholarship which was based on his community involvement, leadership, academics and sports. His resume and sports marketing experience is extensive and Cui is proud to be back where he started.

“Edmonton has always been home to me. Being away gave me even more appreciation of what a special city this is and what a privilege it is to represent this organization.”

Victor Cui – 25 January 2022 (Courtesy of

Getting to Know Victor Cui

When I first started writing for CFL News Hub, I had to get back into the world of Twitter. Of course, I had zero followers, but after my first article about the potential hiring of Chris Jones, a follower named Victor Cui appeared on my list. In looking back at his involvement and interest in Elks fan forums, it was evident that he was passionate about being a CFL fan. It was evident that he would become a President who would get Edmonton back to its rightful place as the CFL’s flagship organization. #B.O.N.E.

Exclusive Interview: Victor Cui, Edmonton Elks President & CEO – #AntlerUp Courtesy of the Edmonton Elks YouTube Channel

While listening to the The Nielson Show on the Team 1260, and by scouring fan forums on Twitter and Facebook, it seems that Victor Cui has made quite the punch with Elks fans. At last, there is hope for a new beginning. A new marketing scheme where fans are heard and respected. Victor Cui who has been living in Edmonton for the past two years speaks highly of the character and heart of Edmontonians. It is a community where “your neighbour shovels your snow without being asked to.” Victor is here to give back to a city and organization that gave him so much joy, passion, vision and love for sports.

Lots of Work Ahead for new President & CEO

With lagging attendance, historically poor marketing, and an aging fanbase, Cui will need to act swiftly to get the Elks football empire back on the national radar. With town hall meetings scheduled in February with season ticket holders, Cui will need to prioritize the way ahead for the organization in order to swiftly win back the trust of fans. He will need to find creative ways to get new fans into the seats at Commonwealth Stadium. He will need to find ways to grow the CFL relationship with the youth in our schools.

Photo Courtesy of goelkscom

Fans of CFL football: The Edmonton Elks have embarked upon a new journey led by a local sports management success story. Victor Cui brings a much need punch to the organization. With Chris Jones by his side guiding the on-field product, Cui is a hire of a lifetime for this organization. Kudos to the Edmonton Board of Directors for making this hire. As a fan, I am excited to see what’s to come for the 2022 season. Now go buy your tickets, the season is only a few months away! Fans in Calgary…you should be nervous for the 2022 season.

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Darrell Paquette Reporter
Darrell is a life-long CFL fan who is passionate about the 3 Down game. He has traveled to 17 different Grey Cup festivals and is a proud season ticket holder and Edmonton Elks fan.
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