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EFFECTIVE APRIL 2012
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
                                                                                       Preferences
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
                                                                                       Development
We look forward to meeting with you in the near future.                                • Minor Rugby
                                                                                       • Long Term Rugby Development
                                                                                       • Coaching Programs
Sincerely,
                                                                                       • Referee Programs
                                                                                       Communication
                                                                                       Sponsorship
                                                                                       Media & Promotions
Graham Brown                                                                           Rugby Canada Sponsors
CEO                                                                                    Community
                                                                                       • Canadian Rugby Foundation
                                                                                       • Fundraising Events
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
OUR VISION
Canadians unified AS ONE to challenge
the World through Rugby.

OUR MISSION
To inspire, develop, promote, govern,
and lead Rugby in Canada.
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
  Partners.
• 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.
OVERVIEW OF ORGANIZATIONAL STRUCTURE
                                       NATIONAL OFFICES

                                       Rugby Canada's operations
                                       are based out of two
                                       offices. Our head office,
                                       which houses our Leadership
                                       and Infrastructure
                                       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
                                       Columbia.
OCCUPATION




                                                            GENDER




   AGE




*Majority of this data collected in 2012 Community Survey
HOUSEHOLD INCOME   SOCIAL MEDIA USAGE
INTERNATIONAL
   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
INTERNATIONAL


                                                                                                                    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
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.
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.
NATIONAL PROGRAMS
                                                                                                                 ACADEMY 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
                                                                                                                   Canadian Rugby
                                                                                                                   Championship (CRC) and
National Senior Men’s 15s - National Senior Men’s 7s - Maple Leafs - U20 - U17 - Canadian Classics
                                                                                                                   eventually the National
                                                                                                                   Senior Teams.
                                                                                                                 • 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
                                                                                                                   well-rounded individuals
                                                                                                                   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.
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.
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.
DEVELOPMENT
                                                                             DEVELOPMENT

                                                                             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.


                                                                             COACHES

                                                                             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
                                                                             REFEREE
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.
COMMUNICATION

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.
                                                                                                                        All White
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
                                                                                                                        Classic)
                                                                                                                        White with Red Brim
                                                                                                                        (Flat Brim Classic)


                                                               *Numbers are accurate as of June 2012                    OFFICIAL TEAM JERSEYS




                                                                                            SUPPORTER SCARF
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.
MATCH DAY PROGRAMS
& PROMOTIONAL POSTERS

Advertise directly to the rugby demographic with any of our
match day programs




  *Prices subject to change
SPONSORSHIP
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
                                                                           • LED
                                                                           • Static
                                                                  •   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
OFFICIAL SPONSORS   PREMIER PARTNERS
                                                           CURRENT SPONSORS




MEMBER PARTNERS    MEDIA PARTNERS     OFFICIAL SUPPLIERS
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)

Fundraising Events
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
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.
COMMUNITY

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
Foundation.                                                                                   www.canadianrugbyfoundation.ca
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

                                                                                                   foundation@phre.ca.
NICK TAYLOR
Director, Commercial Operations
   30 East Beaver Creek Road
            Suite 110
   Richmond Hill, ON L4B 1J2

  Tel: 905-707-8998 ext. 226
   ntaylor@rugbycanada.ca

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Rugby Canada Sponsorship Profile

  • 2.
  • 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 Preferences 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 Development We look forward to meeting with you in the near future. • Minor Rugby • Long Term Rugby Development • Coaching Programs Sincerely, • Referee Programs Communication Sponsorship Media & Promotions Graham Brown Rugby Canada Sponsors CEO Community • 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. OUR MISSION 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 Partners. • 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 NATIONAL OFFICES Rugby Canada's operations are based out of two offices. Our head office, which houses our Leadership and Infrastructure 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 Columbia.
  • 8. OCCUPATION GENDER AGE *Majority of this data collected in 2012 Community Survey
  • 9. HOUSEHOLD INCOME SOCIAL MEDIA USAGE
  • 10. INTERNATIONAL 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
  • 11. INTERNATIONAL 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
  • 12.
  • 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 ACADEMY 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 Canadian Rugby Championship (CRC) and National Senior Men’s 15s - National Senior Men’s 7s - Maple Leafs - U20 - U17 - Canadian Classics eventually the National Senior Teams. • 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 well-rounded individuals 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.
  • 18. DEVELOPMENT DEVELOPMENT 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. COACHES 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 REFEREE 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.
  • 19. COMMUNICATION 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. All White 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 Classic) White with Red Brim (Flat Brim Classic) *Numbers are accurate as of June 2012 OFFICIAL TEAM JERSEYS SUPPORTER SCARF
  • 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
  • 22. SPONSORSHIP 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 • LED • Static • 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 CURRENT SPONSORS 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) Fundraising Events 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.
  • 26. COMMUNITY 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 Foundation. www.canadianrugbyfoundation.ca 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 foundation@phre.ca.
  • 27.
  • 28. NICK TAYLOR Director, Commercial Operations 30 East Beaver Creek Road Suite 110 Richmond Hill, ON L4B 1J2 Tel: 905-707-8998 ext. 226 ntaylor@rugbycanada.ca