MICHAEL CVITKOVIC

Michael’s entry into broadcasting came as an accident. As the director of communications for Tennis Canada and Rogers Cup, the 34-year-old helped create the internationally recognized Davis Cup webcast as a digital means of promoting the sport. He served as the first play-by-play for the Canada versus Mexico tie in 2007 alongside long-time tennis voice Robert Bettauer. It was the first Davis Cup match exclusively webcast and the show drew a viewing audience of 100,000 people over three days.

His big break came as a result of CBC Sports broadcaster Bruce Rainnie. During the 2008 Rogers Cup in Toronto, Rainnie fell ill and the on-air lineup was thrown for a loop. With some broadcasters already overseas preparing for The Games, the door was open for Cvitkovic to act as the sideline reporter for the women’s Rogers Cup in Montreal. His first live hit was on centre court at Uniprix Stadium, giving a weather report during a stoppage in play due to rain.

While he has since provided insight for professional tour events and national tennis championships on television as well as The FAN 590, the highlight of his young broadcasting career came as the colour commentator for CBC Sports at the 2008 Beijing Olympic Games.

In addition to calling matches from the booth, Michael was the mind behind Topspin Radio, the weekly online tennis news show, now produced by the College of Sports Media in Toronto, where Cvitkovic teaches the public relations course.

The native of Fort Erie and Cambridge, Ontario was a member of the Toronto Raptors Basketball Club media relations team for six seasons, which included public relations work at the 2004 NBA All-Star Game, three NBA playoff series and four NBA Drafts. Prior to his time in professional sports, Cvitkovic served as the first sports information director at York University.

He received a Masters Certificate in Marketing Communications Management from the Schulich School of Business, is professionally accredited with the International Association of Business Communicators (IABC), is a member of the Canadian Public Relations Society (CPRS) and a director with Sport Media Canada. During his spare time, Cvitkovic leads the rock cover band 3Ht.

Michael and his wife, Shelby, reside in Ajax, Ontario with their daughter, Brooke.