Thornborough worked eight seasons with the league overseeing and managing ECHL Properties and all marketing and fundraising initiatives. Sponsorship and licensing revenue increased more than 200 percent and he was the key figure in the Rbk Hockey exclusivity program as well as introducing the first-ever league-wide game-worn jersey program with The MeiGray Group. He acquired national television and radio distribution for the ECHL All-Star Game as well as negotiating league-wide partnerships with RBC Financial Group, AMI Graphics, Sportstape, PaySource USA and NHL Network.

In his new role with Reebok-CCM, Thornborough will be responsible for all activities related to league partnerships and player endorsements while also gathering input from players for product development.

Reebok-CCM, a subsidiary of the adidas Group, is headquartered in Montreal, Quebec. With operations in Canada, the United States and Europe, the company is the world's largest designer, manufacturer and marketer of hockey equipment and related apparel under two of the most-recognized hockey-brand names: Rbk Hockey and CCM Hockey. Reebok-CCM Hockey equips more professional hockey players than any other company, including superstars like Sidney Crosby and Alexander Ovechkin. In addition to the ECHL, Reebok-CCM is the official outfitter of the National Hockey League, the American Hockey League, the Canadian Hockey League and several NCAA and national teams.