EFFECTIVE APRIL 2012

Thank you for your interest in Rugby Canada.

As a National Sport Organization, we have grown considerably over the past few years. The Canadian Rugby Centre of Excellence, opened in January 2012 continues to provide a platform from which our programs can grow both on and off the field. With new resources and support for our elite athletes and professional staff, Rugby Canada will strive to become excellent in every way. It is with the support of the Canadian Rugby community this will be made possible.

Rugby Canada has worked hard to become sponsor friendly – strategically developing our various assets and events to work with your company and/or brand. We have the flexibility to achieve any of your marketing objectives across a number of media.

Rugby Canada has the ability to create events and promotions that deliver quantifiable results. From VIP hosting to television commercials to in-club sampling programs, we can deliver compelling grassroots marketing opportunities, meaningful consumer brand experiences and significant sales occasions.

We look forward to meeting with you in the near future.

Sincerely,

Graham BrownCEO

CONTENTSRugby Canada Overview

Our Mission, Vision & Values

Our Objectives

Rugby Canada Organizational Structure

Demographic Profile

Preferences

International Competitions• Rugby World Cup• Women’s Rugby World Cup

2016 Olympic Summer Games

National Team Programs

National Leagues• National Women’s League• Canadian Rugby Championship

National Championships Festival

Development• Minor Rugby• Long Term Rugby Development• Coaching Programs• Referee Programs

Communication

Sponsorship

Media & Promotions

Rugby Canada Sponsors

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 played from coast to coast, 12 months of the year.

• Canadian Rugby has captured a strong marketplace with men, women and children of all ages playing, watching and enjoying the high-profile competitive sport.

• While looking to continuously improve and build on the impressive Canadian Rugby Youth program, Canadian Rugby is amongst the best in the world with Canada holding 13th spot in the men's 15s world rankings of the 120 nations competing internationally and 6th in the women's 15s world rankings.

• As one of the fastest growing sports in the world, Rugby is played by over 5.5 million participants in over 100 countries – a sport based on the cornerstone of teamwork sportsmanship, ethical behaviour and fair play.

• Rugby provides players of different physiques, skills, genders and ages with the opportunity to participate at their levels of ability in a controlled, competitive and enjoyable environment.

• Rugby emphasizes discipline, control, mutual respect, sportsmanship and teamwork, and participation 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.

QUICK NUMBERS

• Through our partnership with our online registration provider, Rugby Canada identified a database consisting of over 40,000 registered contacts from across the country in 2012.

• In the 2012 season Rugby Canada had 25,000 registered adult participants across Canada.

• Based on Provincial data in 2012, there are 60,000 high school players across Canada.

*Rankings accurate as of June 2012

OUR VISIONCanadians unified AS ONE to challenge the World through Rugby.

OUR MISSIONTo 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

*Majority of this data collected in 2012 Community Survey

AGE

GENDER

HOUSEHOLD INCOME SOCIAL MEDIA USAGE

INTERNATIONAL

The Rugby World Cup (RWC) is the premier international rugby union competition. The event is organized by the sport’s governing body, the International Rugby Board (IRB), and is contested by the men’s national teams. The inaugural tournament was held in 1987, hosted by both Australia and New Zealand, and is now contested every four years. The tournament is considered to be one of the largest international sporting events in the world, with the FIFA World Cup of Soccer and the Summer Olympics being the events paramount to it. The 2011 tournament had a cumulative World Television audience of 3.9 Billion viewers. The tournament was broadcast to 207 territories worldwide. The live audience spectators were estimated at 1.6 Million people. Canada’s only losses at the 2011 RWC were to the eventual finalists (New Zealand and France). The team earned tremendous 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.

The Women's Rugby World Cup (WRWC) is an event organized by the sport's governing body, the International Rugby Board (IRB), and is contested by women's national teams. The inaugural tournament was held in 1991 in the Welsh capital of Cardiff. The event was held in Scotland in 1994, and in 1998 the tournament was held in Amsterdam and was officially recognized by the IRB for the first time.

The event was hosted in North America for the first time in 2006 when Canada hosted the tournament in Edmonton, Alberta. The Canadian National Senior Women’s Team placed 6th at the 2010 Women’s Rugby World Cup. This tournament saw record coverage to over 130 countries, and had an estimated audience of over 400 million which is double the 2006 coverage. The Canadian team looks forward to more success at the next WRWC tournament in 2014 which will be hosted by France.

MEN’S RUGBY WORLD CUP WOMEN’S RUGBY WORLD CUP

*1991 and 1994 WRWC tournaments were not officially sanctioned by the IRB, and therefore there are no official IRB logos

INTERNATIONAL

“The opportunity to represent your country by participating in a Rugby World Cup is the highlight of any player’s career.” - Gareth Rees

2011 RWC ResultsCanada 25, Tonga 20Canada 19, France 46Canada 23, Japan 23Canada 15, New Zealand 79

2010 WRWC ResultsCanada 37, Scotland 10Canada 40, Sweden 10 Canada 8, France 23Canada 41, Scotland 0

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

There is a longstanding tradition of elite Men’s rugby in Canada. Rugby Canada is proud of its accomplishments in developing our athletes from the youngest of age grades to the National Senior Men’s Team. Many of today’s World Cup stars have already been exposed to world level competition and continue to deliver at each progressive stage of competition. Canadian teams continue to make significant strides in the global game and many of our athletes have earned professional playing contracts as a result of these efforts.

National Senior Men’s 15s - National Senior Men’s 7s - Maple Leafs - U20 - U17 - Canadian Classics

Rugby Canada has developed one of the most influential women’s rugby programs in the world. These programs include the Senior Women’s National 15s team, Senior Women’s 7s Team, Maple Leafs, Women’s Under 20, Women’s Under 18, and the Canadian Classics.

National Senior Women’s 15s - National Senior Women’s 7s - Maple Leafs - U20 - U18 - Canadian Classics

OVERSEASMany 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.

ACADEMY PROGRAMS

The aim of the Rugby Canada Academy Programs will be:• To develop quality rugby

players with the skills, disciplines, knowledge and attitude to play on their age grade national teams, the Canadian Rugby Championship (CRC) and eventually the National Senior Teams.

• To provide academy members with career/educational support and guidance.

• To provide academy members with appropriate 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 for all.

CANADIAN RUGBY CHAMPIONSHIP

The Canadian Rugby Championship is comprised of Canada’sbest domestic athletes in senior men’s competition. Four sides BC, The Wolfpack (representative of the Prairie Provinces), Ontario Blues and the Rock (representative of the Atlantic Provinces and Quebec) compete in the contest. It is a High Performance Competition that has been described by veteran national team players as the most physical and intense domestic competition Canada has ever produced.

The purpose behind the competition is to put the best 120 domestically based athletes against each other representing their regions pitted head to head. This allows the national coaches to identify and select future national team players. It also develops players, coaches, managers, administrators and match officials at the highest level. The competition generally runs from late August through September and then the best athletes from this are identified by national coaches and form a Canadian Select Side that competes in America’s Rugby Championships against sides from the US, Argentina and South America.

NATIONAL LEAGUESNATIONAL WOMEN’S LEAGUE

The National Women’s League was created in response to the tremendous growth in women’s rugby across the country. Launched in 2007, the league provides a competitive structure, exposing senior female athletes to top domestic competition across the country. The NWL improves and increases the base for selections to the National programs and prospective development teams, while also increasing development opportunities for coaches, management and referees across the country. Any given year, 400 of the top female rugby athletes attend and compete for National Champion status. The competition has consisted 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

MINOR RUGBY

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 with their physical developments and capabilities.The co-ed, non-contact nature of Minor Rugby eventually leads to gender-specific Junior Rugby. With standardized rules at the National and 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.

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.

REFEREE

Rugby Canada supports the development of all match officials across the country who serve the sport in a variety of capacities as they endeavour to ensure our athletes participate in a safe and enjoyable environment.

COMMUNICATION

Our peak daily audience grew by over 200% between 2010 and 2011, with a peak audience of 12,967 in one day. We receive 2,637,477 million hits annually.

Advertising programs can be tailored to your target audience and can incorporate a number of elements such as banners, buttons, mini-sites, contests and promotions.

NEW ERA HATS

All White

Red with White Brim

All Red (Flat Brim Classic)

White with Red Brim (Flat Brim Classic)

OFFICIAL TEAM JERSEYS

SUPPORTER SCARF

WWW.RUGBYCANADA.CACanada’s number one online source for rugby news, statistics, schedules and events.

SOCIAL MEDIA

In 2011, the number of fans on our Official Fan Page grew by 400%; in 2012 the page had over 8100 fans, with over 24,000 weekly interactions.

In 2012, the Rugby Canada Twitter page had over 11,000 followers and still grows each day.

*Numbers are accurate as of June 2012

MEDIA & PROMOTIONSRugby 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.

EMAIL NEWSLETTER

• Quarterly online distribution to over 40,000 readers• Vital source of information and “must-read” for Canadian

rugby enthusiasts intent on reviewing the highlights of the past season and insights into the current season

• 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.

FIELD SIGNAGE

One of Rugby Canada’s highest-profile assets is the opportunity to place your company’s logo on any event field signage.

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

One of Rugby Canada’s highest-profile assets is the opportunity to place your company’s logo on any of our national team uniforms.

SPONSOR OPTIONS

• Sponsor Rugby Canada• Sponsor:

• 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

CURRENT SPONSORSO

FFIC

IAL

SPO

NSO

RS

PRE

MIE

R PA

RTN

ERS

OFF

ICIA

L SU

PPLI

ERS

MED

IA P

ARTN

ERS

MEMBER PARTNERS

FUNDRAISING PROGRAMSCentre of Excellence CampaignFundraising 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 EventsRugby 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

MAPLE LEAF RUGBY FOOTBALL CLUB is an initiative of Rugby Canada; it is a Virtual Rugby Club that offers membership to supporters from around the world. The Maple Leaf RFC was created to allow individuals and corporations to make donations to support Canadian teams and athletes. Donations to the Maple Leaf RFC will help every level of Canadian representative rugby achieve their goals, and in the process will help raise the profile of rugby at the provincial and regional levels. Members of the Maple Leaf RFC also receive such benefits as discounts on tickets and merchandise and special invitations for events.

Aeroplan Program This non-cash donation program allows Aeroplan members the opportunity to transfer miles to Rugby Canada during a campaign period held in December each year. Miles are collected and used to help offset travel expenses for players as well as RC staff. There is a tiered rewards program offered to those making donations of miles made up of RC merchandise, game tickets and trips to Langara and Alaska view lodge. Player Sponsorship ProgramThis program was established to assist non-carded players participating in the Pay-to-Play model with a fundraising platform to help offset their costs to participate in tours, etc. Once a paper-based fundraising program, Rugby Canada now offers an online fundraising platform that allows players a more efficient way to raise funds. Gift In Kind DonationsWe are always looking for support from donors to obtain gift in kind items to be used in live/silent auctions or as prizes for events such as the golf tournaments. Donation of services in kind are also an option.

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 quality of, and expand the game of, rugby in Canada, while meeting the objectives of the Foundation.

The Foundation has, through partnerships and clubs, created several scholarships, bursaries and club supporting funds. Donations may be made online through the Foundation website.

For more information please visit

www.canadianrugbyfoundation.ca

or contact

foundation@phre.ca.

NICK TAYLORDirector, Commercial Operations

30 East Beaver Creek RoadSuite 110

Richmond Hill, ON L4B 1J2

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