Today, in partnership with eight Canadian charities and small
businesses, Rogers Sports & Media announces the next chapter of
its inclusion and diversity initiative, All IN, which is
grounded in helping build a more inclusive company, community, and
country.
“As we embark on this next chapter of All IN, we are
inspired and encouraged by the meaningful work of our new
partners,” said Colette Watson, President, Rogers Sports &
Media. “While each of these organizations have a unique focus
and mandate, there is a common thread that runs through each of
them – and Rogers Sports & Media – and that’s an unwavering
purpose and promise to drive awareness, understanding, and
inclusivity.”
Over the next 24 months, Rogers Sports & Media
will provide Breakfast Club of Canada, Dollar a Day
Foundation, Egale Canada, POV, Raven
Reads, Révolutionnaire, UnitedWeCurl, and Women’s Para
Hockey of Canada with creative services and advertising to
showcase their invaluable work. Tailored campaigns will be created
for each organization and will air nationally across Rogers
Sports & Media’s suite of media assets.
Since launching in 2020, Rogers Sports & Media has provided
2,600 creative production hours designing customized campaigns for
our partner organizations, which were aired across the
company’s television, radio, and social platforms more
than 2 million times in high rotation, generating
160,000,000 impressions for charities and small businesses
that support equity-deserving communities. Additionally,
Rogers Sports & Media profiled hundreds of businesses owned by
women, 2SLGBTQ+, Indigenous, Black, people of colour, and persons
with disabilities, and awarded 26 BIPOC scholarships and
mentorships across Sportsnet, Cityline, and OMNI
Television.
Here are Rogers Sports & Media’s new All
IN partners:
Breakfast Club of Canada
Breakfast Club of Canada wants to change the perception around
breakfast programs. They want to transform the narrative and use
positive language to talk about food security and move the needle
closer to their goal: breakfast for every child, every
day. “Since 1994, Breakfast Club of Canada has
been working with partners from all sectors to help children
coast-to-coast-to-coast, regardless of their background, access a
healthy breakfast each morning. On behalf of the children, the Club
is extremely grateful to have been selected for Rogers Sports &
Media’s All IN initiative. This partnership will allow us to
increase the awareness for the cause and will help move the
needle closer to our goal: breakfast for every child, every day.”
–Tommy Kulczyk, President and CEO, Breakfast Club of
Canada
Dollar A Day Foundation
The Dollar A Day Foundation has a simple mission: to raise
funds to close the gap between the availability of frontline mental
health and addictions programs and the growing need. Many
people suffering from mental health and addictions do not have the
supports they need to get on the road to recovery. With proper
supports, despair can be replaced by hope, dignity, and the
opportunity to give back. “The All IN
partnership is a real gamechanger for Dollar A Day Foundation. We
are fortunate to be gifted the opportunity to use Rogers Sports
& Media’s media megaphone to grow our community nationally, so
we may direct more funds to support underserved communities. The
grassroots programs which Dollar A Day supports are working
tirelessly on the frontlines of mental health and addictions care
across Canada. The folks running these programs are true
superheroes who are doing some of the hardest work we can imagine.
It is an honour to partner with Rogers Sports & Media to ensure
they are receiving the proper supports they need to continue the
critical and impactful work they do every single day.” – Alan
Doyle, Co-Founder of Dollar A Day
Foundation Egale
Canada
Egale Canada’s mission is to improve the lives of 2SLGBTQI
people in Canada and to enhance the global response to 2SLGBTQI
issues by informing public policy, inspiring cultural change, and
promoting human rights and inclusion through research, education,
awareness, and legal advocacy.
“We’re absolutely delighted to be partnering with Rogers Sports
& Media and their All IN initiative. For over 35 years, Egale
has worked to improve the lives of 2SLGBTQI people through
research, education, awareness, and legal advocacy. Through this
partnership with Rogers Sports & Media, we will be able to
amplify our work and gather more voices across the country in
support of societies and systems that reflect the universal truth
that all persons are equal.” – Helen Kennedy, Executive Director,
Egale Canada POV POV is a
charity that partners with talented, young BIPOC creatives to
champion diversity and inclusion in the content production
industries by increasing access to skills training, job placements,
mentorship, and professional development
opportunities. “We are beyond thrilled and grateful for
this opportunity through the All IN initiative.
This support is absolutely critical to champion a new
generation of diverse young creatives to flourish and add value in
an industry they never had access to, nor believed they could be
successful in. That is why we appreciate this gift, and why the
young creatives POV works with are full of gratitude for this
generosity.” – Biju Pappachan, Executive
Director
Raven Reads
Raven Reads was founded on the premise of raising awareness of
our collective histories, lived experiences, and supporting
Indigenous authors and entrepreneurs. It was borne from a desire to
educate others about the devastating impact residential schools had
on Indigenous people in Canada.
“Being selected for Rogers Sport & Media All IN partnership
is an incredible opportunity for reconciliation in Canada and to
showcase the incredible diversity of Indigenous artists, authors,
and entrepreneurs across North America.” – Nicole
McLaren, Founder/Chief Executive Officer, Raven Reads
Books Ltd.
Révolutionnaire
Founded in 2021, the Révolutionnaire social network gives youth
an entry point to changemaking with information, community, and
tools, to make a difference. The platform is a destination for
young people to learn, connect and take action on the causes they
care about.
“Support through All IN will be transformative for
Révolutionnaire and give our organization a true national megaphone
to engage Canadian youth in an unprecedented way during a time of
urgent societal need. We are especially excited to collaborate with
Rogers Sports & Media and reach youth from
coast-to-coast-to-coast and empower them with information to take
meaningful action in their communities on the issues they care
about most.” – Nia Faith Betty and Justice Faith Betty, Founders of
Révolutionnaire UnitedWeCurl
UnitedWeCurl is committed to educate and raise awareness about
issues affecting curling, elevating voices for change and
advocating for racialized communities in the
sport.
"We are a diverse group of people actively working to “change
the face of curling”. We are committed to educating and raising
awareness about issues affecting racialized people in curling,
elevating voices for change, and advocating for racialized
communities in the sport. Although we are starting with curling, we
hope that the impact we have will translate into making society as
a whole better. This partnership with Rogers Sports & Media
provides an incredible platform to share our message to achieve
sustainable change.” – Sabena Islam,
Director, UnitedWeCurl
Women’s Para Hockey of Canada
Women's Para Hockey of Canada’s mission is to contribute to the
health and well-being of girls and women+ with disabilities by
developing, promoting, and providing opportunities to participate
in the sport of para hockey from grassroots development to an elite
level throughout Canada. “Women’s Para Hockey of
Canada is grateful and thrilled to have been selected as one of
Rogers Sports & Media’s All IN partners. We know that
sport and recreation opportunities for girls and women+ with
disabilities have been disproportionately affected by the COVID-19
pandemic. Rogers Sports & Media’s support will have a major and
lasting impact on improving accessible and inclusive sporting
opportunities for girls and women+. We are so thankful for this
chance to advance the sport and make a difference in communities
across Canada.” – Janice Coulter, President, Women’s Para
Hockey of Canada
Rogers Sports & Media’s all-encompassing All
IN initiative focuses on these five pillars:
- Business: Provide advertising and
creative services to small businesses owned by BIPOC and
equity-deserving communities
- Community: Provide advertising and
creative services to charities that support BIPOC and
equity-deserving communities
- Content: Further increase diversity of
thought and ensure editorial content accurately reflects the unique
composition of Canadian communities through an internal
Content Advisory Council
- Hiring & Career Advancement
Practices: Grow programs and recruitment
strategies, in partnership with Rogers, to improve diversity at all
levels of the organization
- Mentorship & Sponsorship: Expand
opportunities for young people from equity-deserving
communities and equip them with the tools, support, and resources
to successfully enter and advance in the sports and media
industry
All IN complements Rogers 2025 Inclusion &
Diversity Strategy, which focuses on creating meaningful change for
equity-deserving communities through actions tied to the strategic
pillars of People, Customer and Community. Rogers is committed to
embedding inclusion into its employee experience, creating a
customer experience that is reflective of, and supports, the
diverse needs of Canadians, and partnering with communities to help
foster inclusion and meet critical needs of our residents and
neighbours. Community programs that support underserved and
vulnerable Canadians include the Ted Rogers Community
Grants, Ted Rogers Scholarships, and Connected for
Success, a program that offers affordable Internet to bridge the
digital divide.
About Rogers Sports & MediaRogers Sports
& Media is a diverse sports and content company that engages
more than 32 million Canadians each week. The company’s
multimedia offerings include 54 radio stations, 29 local TV
stations, 23 conventional and specialty television stations,
podcasts, digital and e-commerce websites, and sporting
events. Rogers Sports & Media delivers unique storytelling
through its range of powerful brands: Citytv, OMNI Television, FX,
TSC, KiSS, Breakfast Television, Cityline, CityNews, Sportsnet –
Canada’s #1 sports network, and the Blue Jays – Canada’s only Major
League Baseball team. Rogers Sports & Media is a
subsidiary of Rogers Communications Inc. (TSX, NYSE: RCI).
Visit RogersSportsandMedia.com.
Media ContactsSarah Grossman, Rogers Sports
& Media, 416-509-9694Gillian Irving, Rogers Sports &
Media, 416-558-4286
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