3. Thank you for your interest in Rugby Canada. CONTENTS
As a National Sport Organization, we have grown considerably over the past few Rugby Canada Overview
years. The Canadian Rugby Centre of Excellence, opened in January 2012 continues Our Mission, Vision & Values
to provide a platform from which our programs can grow both on and off the field. Our Objectives
With new resources and support for our elite athletes and professional staff, Rugby Rugby Canada Organizational
Canada will strive to become excellent in every way. It is with the support of the Structure
Canadian Rugby community this will be made possible. Demographic Profile
Rugby Canada has worked hard to become sponsor friendly – strategically International Competitions
developing our various assets and events to work with your company and/or brand. • Rugby World Cup
We have the flexibility to achieve any of your marketing objectives across a number • Women’s Rugby World Cup
of media. 2016 Olympic Summer Games
National Team Programs
Rugby Canada has the ability to create events and promotions that deliver National Leagues
quantifiable results. From VIP hosting to television commercials to in-club sampling • National Women’s League
programs, we can deliver compelling grassroots marketing opportunities, • Canadian Rugby Championship
meaningful consumer brand experiences and significant sales occasions. National Championships Festival
We look forward to meeting with you in the near future. • Minor Rugby
• Long Term Rugby Development
• Coaching Programs
• Referee Programs
Media & Promotions
Graham Brown Rugby Canada Sponsors
• Canadian Rugby Foundation
• Fundraising Events
4. RUGBY CANADA OVERVIEW
• Canadian Rugby is one of the fastest growing participant sports in North America. In Canada, rugby is QUICK NUMBERS
played from coast to coast, 12 months of the year.
• Through our partnership
• Canadian Rugby has captured a strong marketplace with men, women and children of all ages playing, with our online registration
watching and enjoying the high-profile competitive sport. provider, Rugby Canada
identified a database
• While looking to continuously improve and build on the impressive Canadian Rugby Youth program, consisting of over 40,000
Canadian Rugby is amongst the best in the world with Canada holding 13th spot in the men's 15s world registered contacts from
rankings of the 120 nations competing internationally and 6th in the women's 15s world rankings. across the country in 2012.
• As one of the fastest growing sports in the world, Rugby is played by over 5.5 million participants in • In the 2012 season
over 100 countries – a sport based on the cornerstone of teamwork sportsmanship, ethical behaviour Rugby Canada had
and fair play. 25,000 registered adult
participants across Canada.
• Rugby provides players of different physiques, skills, genders and ages with the opportunity to
• Based on Provincial data in
participate at their levels of ability in a controlled, competitive and enjoyable environment.
2012, there are 60,000 high
school players across
• Rugby emphasizes discipline, control, mutual respect, sportsmanship and teamwork, and participation Canada.
is from all parts of the world and all ethnic backgrounds.
• The sport of rugby has deep roots with many traditions that have carried on through the ages. The
respect of these traditions by all participants contributes to the ethos of rugby that creates a culture of
belonging and camaraderie.
*Rankings accurate as of June 2012
5. OUR VISION
Canadians unified AS ONE to challenge
the World through Rugby.
To inspire, develop, promote, govern,
and lead Rugby in Canada.
6. OUR OBJECTIVES
• A World Leader in on-field & off-field Rugby development and performance.
• To maximize the performance level of all national teams on the international stage.
• To maximize the development & performance level of coaches & match officials.
• A World Leader in Organizational & Collaborative Excellence with Global and Domestic
• To support & add value to all external partnerships to which we are accountable.
• To ignite a shared passion for the sport of Rugby by Canadians.
• To leverage our recognized status as a leader in Canadian sport.
• To continually advance our position as a positive contributor to international Rugby and sport.
• To improve the marketability of Rugby Canada.
• To establish and continue to grow an endowment for long term revenue generation.
• To consolidate our advanced-level administrative policies and procedures and to execute
responsible fiscal management.
7. OVERVIEW OF ORGANIZATIONAL STRUCTURE
Rugby Canada's operations
are based out of two
offices. Our head office,
which houses our Leadership
Department (comprised of
the Commercial Operations
and Administration & Finance
departments) is based out of
Richmond Hill, Ontario and
our Rugby Department
(comprised of the Domestic
and International High
Performance departments) is
located in Langford, British
*Majority of this data collected in 2012 Community Survey
MEN’S RUGBY WORLD CUP WOMEN’S RUGBY WORLD CUP
The Rugby World Cup (RWC) is the premier The Women's Rugby World Cup (WRWC) is
international rugby union competition. The an event organized by the sport's governing
event is organized by the sport’s governing body, the International Rugby Board (IRB),
body, the International Rugby Board (IRB), and is contested by women's national
and is contested by the men’s national teams. The inaugural tournament was held
teams. The inaugural tournament was held in 1991 in the Welsh capital of Cardiff.
in 1987, hosted by both Australia and New The event was held in Scotland in 1994,
Zealand, and is now contested every four and in 1998 the tournament was held in
years. Amsterdam and was officially recognized by
the IRB for the first time.
The tournament is considered to be one of
the largest international sporting events in The event was hosted in North America for
the world, with the FIFA World Cup of the first time in 2006 when Canada hosted
Soccer and the Summer Olympics being the the tournament in Edmonton, Alberta.
events paramount to it. The 2011
tournament had a cumulative World The Canadian National Senior Women’s
Television audience of 3.9 Billion viewers. Team placed 6th at the 2010 Women’s Rugby
The tournament was broadcast to 207 World Cup. This tournament saw record
territories worldwide. The live audience coverage to over 130 countries, and had an
spectators were estimated at 1.6 Million estimated audience of over 400 million
people. which is double the 2006 coverage.
Canada’s only losses at the 2011 RWC were The Canadian team looks forward to more
to the eventual finalists (New Zealand and success at the next WRWC tournament in
France). The team earned tremendous 2014 which will be hosted by France.
respect for their gritty “Canadian”
performance from the IRB, competing
unions and fans around the world.
England will host the 2015 RWC, this event
promises to be the biggest commercial
success in rugby’s history.
*1991 and 1994 WRWC tournaments were
not officially sanctioned by the IRB, and
therefore there are no official IRB logos
2011 RWC Results
Canada 25, Tonga 20
Canada 19, France 46
Canada 23, Japan 23
Canada 15, New Zealand 79
2010 WRWC Results
Canada 37, Scotland 10
Canada 40, Sweden 10
Canada 8, France 23
Canada 41, Scotland 0
“The opportunity to represent your country by participating in a Rugby World Cup is the highlight of any player’s
career.” - Gareth Rees
13. 2016 OLYMPIC SUMMER GAMES
Rugby was featured in the Olympics from 1900-1924, but due to the constraints of the 15s game
Rugby was removed from the Olympics. On October 9th, 2009 the IOC presented overwhelming
support for Rugby when they voted Rugby 7s into the 2016 Summer Olympic Games in Rio de
Janeiro, Brazil. With this acceptance of the 7s discipline into the Olympic Programme, Rugby Canada
is now a proud member of the Canadian Olympic Committee.
Rugby 7s is a unique game that has sparked much public interest; due to this interest the IRB created
a World Series Circuit with 8 events. Canadian teams have seen much success on the IRB 7s World
Series circuit; in 2011-2012 the Canadian men's team became a core team for the 2013 circuit and
the Canadian women's team went undefeated achieving a 1st place ranking. In 2011 the Canadian
women's team received funding from Own the Podium, which played a large role in their success on
the 2011-2012 World Series Circuit.
Due to its inclusion in the 2016 Summer Games, it is expected that tremendous commercial growth
will take place within the Sevens discipline around the world. This commercial growth will present a
new platform for sponsors to utilize to reach a new market of Rugby fans.
14. 7S WORLD SERIES
In 2011/2012 the Series reached a
record 147 countries, with an estimated
audience of over 760million people. A
record 547,500 fans came out to take in
the 9 events played across 5 continents.
These 9 tournaments are hosted in:
Australia, Dubai, South Africa, New
Zealand, USA, Hong Kong, Japan,
Scotland and England.
The Olympic inclusion has yet to heavily
influence Rugby 7s, therefore the
popularity of the game and the 7s
tournament is expected to grow
significantly within the next quadrennial
until the Games debut in Rio de Janeiro,
Brazil in 2016.
15. NATIONAL PROGRAMS
The aim of the Rugby Canada
Academy Programs will be:
There is a longstanding tradition of elite Men’s rugby in Canada. Rugby Canada is proud of its accomplishments • To develop quality rugby
in developing our athletes from the youngest of age grades to the National Senior Men’s Team. Many of players with the skills,
today’s World Cup stars have already been exposed to world level competition and continue to deliver at each disciplines, knowledge and
progressive stage of competition. Canadian teams continue to make significant strides in the global game and attitude to play on their age
many of our athletes have earned professional playing contracts as a result of these efforts. grade national teams, the
Championship (CRC) and
National Senior Men’s 15s - National Senior Men’s 7s - Maple Leafs - U20 - U17 - Canadian Classics
eventually the National
• To provide academy
Rugby Canada has developed one of the most influential women’s rugby programs in the world. These members with
programs include the Senior Women’s National 15s team, Senior Women’s 7s Team, Maple Leafs, Women’s career/educational support
Under 20, Women’s Under 18, and the Canadian Classics. and guidance.
• To provide academy
members with appropriate
National Senior Women’s 15s - National Senior Women’s 7s - Maple Leafs - U20 - U18 - Canadian Classics
life skills to develop into
with the ability to succeed
in life outside of rugby and
to act as a good role model
OVERSEAS for all.
Many of our top male and female National team players participate in the game overseas; men compete in the
professional system, and women compete in the club system.
16. NATIONAL LEAGUES
NATIONAL WOMEN’S LEAGUE
CANADIAN RUGBY CHAMPIONSHIP
The National Women’s League was
The Canadian Rugby Championship is comprised of Canada’s
created in response to the tremendous
best domestic athletes in senior men’s competition. Four sides
growth in women’s rugby across the
BC, The Wolfpack (representative of the Prairie Provinces),
country. Launched in 2007, the league
Ontario Blues and the Rock (representative of the Atlantic
provides a competitive structure,
Provinces and Quebec) compete in the contest.
exposing senior female athletes to top
domestic competition across the
It is a High Performance Competition that has been described by veteran national team players as the
country. The NWL improves and
most physical and intense domestic competition Canada has ever produced.
increases the base for selections to the
National programs and prospective
The purpose behind the competition is to put the best 120 domestically based athletes against each
development teams, while also
other representing their regions pitted head to head. This allows the national coaches to identify and
increasing development opportunities
select future national team players. It also develops players, coaches, managers, administrators and
for coaches, management and referees
match officials at the highest level.
across the country. Any given year, 400
of the top female rugby athletes attend
The competition generally runs from late August through September and then the best athletes from
and compete for National Champion
this are identified by national coaches and form a Canadian Select Side that competes in America’s
status. The competition has consisted
Rugby Championships against sides from the US, Argentina and South America.
of both Senior Tier 1 and Tier 2 levels of
competition, as well as the addition of
the U20 bracket.
17. NATIONAL CHAMPIONSHIPS FESTIVAL
Each August, provincial sides at the U16 (men) and U18 (men & women) level participate in Rugby Canada’s
National Championships Festival – an annual showcase of rugby at the grassroots level. The Nationals are the
culmination of a season of intense competition and training sessions and for some players, represents the
pinnacle of their young playing careers.
This National Championships Festival is used for talent identification for the Under 16 and Under 18 National
Men’s teams. Between 700-1000 competitors take part in this tournament each year.
The Long Term Rugby Development (LTRD) program is a specific
development strategy based on the required technical, tactical,
mental and physiological requirements of rugby performance.
Rugby Canada works in conjunction with its member provinces to
facilitate necessary change in Canadian rugby, as well as continue the
forward momentum that Rugby Canada has relative to other national
sport organizations in Sport Canada’s Long-Term Athlete
Development (LTAD) process.
Athletic success at all levels is under-pinned by knowledgeable,
experienced and educated coaches. Our mission is to ensure that we
maximize the development and performance level of coaches at all
stages in the LTRD process. Rugby Canada provides professional
development programs to all accredited coaches to ensure that they
develop the sport within Canada and produce world class athletes.
Minor Rugby is designed to introduce both boys and girls to the
fundamental basics of the game of Rugby, in a safe and fun manner, in line Rugby Canada supports the development of all match officials across
with their physical developments and capabilities. the country who serve the sport in a variety of capacities as they
The co-ed, non-contact nature of Minor Rugby eventually leads to gender- endeavour to ensure our athletes participate in a safe and enjoyable
specific Junior Rugby. With standardized rules at the National and environment.
Provincial level, Minor Rugby is a great team game for boys and girls aged
five and up.
The game promotes fitness, teamwork and participation in one of the
fastest-growing team sports in the country, at a very early age.
WWW.RUGBYCANADA.CA SOCIAL MEDIA
Canada’s number one online source for rugby news,
statistics, schedules and events. In 2011, the number of fans on our Official NEW ERA HATS
Fan Page grew by 400%; in 2012 the page
Our peak daily audience grew by over 200% between 2010 had over 8100 fans, with over 24,000 weekly
and 2011, with a peak audience of 12,967 in one day. We interactions.
receive 2,637,477 million hits annually.
Advertising programs can be tailored to your target audience In 2012, the Rugby Canada Twitter page had Red with
and can incorporate a number of elements such as banners, over 11,000 followers and still grows each White Brim
buttons, mini-sites, contests and promotions. day. All Red (Flat Brim
White with Red Brim
(Flat Brim Classic)
*Numbers are accurate as of June 2012 OFFICIAL TEAM JERSEYS
20. MEDIA & PROMOTIONS
Rugby Canada has developed strategic relationships with a variety of industry-leading media
partners that promote mass exposure for their sponsors.
Depending on the specific event or competition, Rugby Canada can utilize its partnerships to
build a media plan that is specifically designed to meet a wide variety of goals and objectives,
whether it is through television, radio, online or print.
FIELD SIGNAGE EMAIL NEWSLETTER
One of Rugby Canada’s • Quarterly online distribution to over 40,000 readers
highest-profile assets is • Vital source of information and “must-read” for Canadian
the opportunity to place rugby enthusiasts intent on reviewing the highlights of
your company’s logo on the past season and insights into the current season
any event field signage. • Designed to work as a service vehicle – it provides
instruction, addresses rugby issues, offers expert
commentary, and conveys basic information about event
times, date, locations and contact information on a local,
regional and national basis.
21. MATCH DAY PROGRAMS
& PROMOTIONAL POSTERS
Advertise directly to the rugby demographic with any of our
match day programs
*Prices subject to change
UNIFORM SPONSORSHIP OPPORTUNITIES SPONSOR OPTIONS
One of Rugby Canada’s highest-profile assets is the opportunity • Sponsor Rugby Canada
to place your company’s logo on any of our national team • Sponsor:
uniforms. • The team
• The season
• The event/match
• The uniform: jersey, shorts
• Field Signage
• Media Backdrop
• Program Ads
• Logo on Promotional Posters
• PA Announcements
• Video on Scoreboard
• Volunteer Shirts
• Display Booth in the Fun Zone
• Exposure on Website
• Hyperlinks in Team Articles
• In-kind Support
23. OFFICIAL SPONSORS PREMIER PARTNERS
MEMBER PARTNERS MEDIA PARTNERS OFFICIAL SUPPLIERS
24. FUNDRAISING PROGRAMS
Centre of Excellence Campaign
Fundraising program to support the Centre of Excellence located in Langford, BC. This is the new training facility for
Canada’s national men’s and women’s 15s and 7s teams. Fundraising is based on general donations and is supported
by fundraising events as well. There are six giving levels recognized through the program:
• Founders Club (donations of $100,000 or more)
• Olympic Club (donations of $25,000+)
• World Cup Club (donations of $10,000+)
• Player Patron Club (donations of $5,000+)
• Supporters Club (donations of $1,000+)
• Maple Leaf RFC (donations up to $999)
Rugby Canada hosts fundraising events throughout the year to support its programs. These events are held in
different locations across Canada and include dinners as well as golf tournaments. We have also partnered with other
rugby unions to hold dinners and split proceeds. Most all of these events have a fundraising component consisting of
sponsorships, live auctions, silent auctions and 50/50 draws.Some examples include:
•Legends of Rugby Dinners hosted in cities across the country
•Rugby World Cup Send-off Dinners
•The Langara Fishing Challenge
25. FUNDRAISING PROGRAMS
Aeroplan Program MAPLE LEAF RUGBY FOOTBALL
This non-cash donation program allows Aeroplan members the opportunity to transfer miles to Rugby Canada CLUB is an initiative of Rugby
during a campaign period held in December each year. Miles are collected and used to help offset travel Canada; it is a Virtual Rugby Club
expenses for players as well as RC staff. There is a tiered rewards program offered to those making donations that offers membership to
of miles made up of RC merchandise, game tickets and trips to Langara and Alaska view lodge. supporters from around the
world. The Maple Leaf RFC was
Player Sponsorship Program created to allow individuals and
This program was established to assist non-carded players participating in the Pay-to-Play model with a corporations to make donations
fundraising platform to help offset their costs to participate in tours, etc. Once a paper-based fundraising to support Canadian teams and
program, Rugby Canada now offers an online fundraising platform that allows players a more efficient way to athletes. Donations to the
raise funds. Maple Leaf RFC will help every
level of Canadian representative
Gift In Kind Donations rugby achieve their goals, and in
the process will help raise the
We are always looking for support from donors to obtain gift in kind items to be used in live/silent auctions or
profile of rugby at the provincial
as prizes for events such as the golf tournaments. Donation of services in kind are also an option.
and regional levels. Members of
the Maple Leaf RFC also receive
such benefits as discounts on
tickets and merchandise and
special invitations for events.
CANADIAN RUGBY FOUNDATION
The Canadian Rugby Foundation operates independently of, but cooperatively with, Rugby
Canada. The Foundation is a non-profit organization governed by a Board consisting of
directors appointed by the Foundation from donating members, and from Rugby Canada.
The Canadian Rugby Foundation is incorporated under the Canada Corporations Act,
registered with the Canada Revenue Agency as a public foundation. The Canadian Rugby
Foundation is required by law to distribute a percentage of its assets annually.
The Foundation provides grants for the development of the sport of rugby in Canada through
the growth and stewardship of a permanent endowment fund.
These grants shall be awarded to qualified recipients to support programs that improve the For more information please visit
quality of, and expand the game of, rugby in Canada, while meeting the objectives of the
The Foundation has, through partnerships and clubs, created several scholarships, bursaries
and club supporting funds. Donations may be made online through the Foundation website. or contact