RBC Sponsorship History

At RBC, the Olympic games represent excellence, teamwork, diversity, and commitment - these are the same values we aspire to with our employees, our clients, and our communities. Through our past Olympic Games and amateur sport support, we have laid a foundation to build a lasting legacy for Canada.

In 1947, Sidney Dawes, the founder of the Canadian Olympic Committee, phoned the President of the Royal Bank of Canada, Sydney Dobson, and asked for the bank’s help in getting the Canadian Olympic team to the Winter Games in St. Moritz, Switzerland. Royal Bank said “yes,” and from that day forward, RBC Financial Group has been a supporter of the Canadian Olympic Team and Canadian athletes.

For over 50 years RBC has supported a wide range of programs with the goal of helping amateur athletes achieve their potential, whether that be on the world stage by achieving Olympic podium success, or at the grassroots level, providing programs that allow access to sport for kids. As a leading Canadian company, we look forward to helping build a lasting legacy for Vancouver, Whistler, and Canada.

RBC is one of the longest standing corporate supporters of the Canadian Olympic Team and in fact, any National Olympic Team in the world. RBC is very proud of this history:

1924

• In 1924 RBC made a donation to what was retroactively named the first winter Olympic Games in Chamonix, France. In the same year, 2 RBC employees competed on the Canadian Summer Olympic Team in Paris.

1947

• Royal Bank made its first contribution to the Canadian Olympic Association, helping the Olympic team get to the games in St. Moritz Switzerland.

1967

• RBC was a founding sponsor of the International Special Olympics movement in 1967, and the first national sponsor of the Special Olympics Canada when it was launched in 1968.

1970

• Historically, RBC has demonstrated a commitment to amateur sport through sponsorship of numerous Canada and Provincial Games, Commonwealth Games and Games for the Physically Disabled, with the first donation noted in 1970.

1973

• In 1973, RBC established the Royal Bank Junior Olympics. Offered through the Canadian Olympic Association, the program was available to all schools in Canada to get young people excited about participating in sports. By competing for award badges, children were given the chance to improve their health through physical activity, develop a love of sport and experience the spirit of teamwork. In 1982, the program received the Gold Coin Award from the International Bank Marketing Association in recognition of outstanding achievement in the field of community affairs.

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1974

• A large part of the Montreal Olympic Games financing came from the sale of Olympic coins. In 1974, Royal Bank sold coins in branches across the country, and helped demonstrate a new and practical way by which small countries could host future Olympic Games. Three percent of the face value of all coins sold in Canada was turned over to the Olympic Trust, which used the funds to support major programs to prepare Canadian athletes for competition in the upcoming 1976 games.

1975

• Royal Bank donated $500,000 to the Olympic Trust of Canada after an Olympic lottery ticket was stolen from the Bank's vault. The ticket was recovered and in fact ended up being a winning ticket for $500,000. The gift was presented to George E. Mara, Chairman of the Olympic Trust and former captain of the RCAF flyers 1948 Gold Medal Team.
• RBC sponsored the bid to host the Montreal Olympic Games, and has sponsored every Canadian Olympic bid since.

1976

• Royal Bank was an official sponsor of the Olympic Games in Montreal.
• Royal Bank received a framed certificate signed by George E. Mara, Chairman, in appreciation and recognition of the outstanding support provided by The Royal Bank of Canada to Canada's amateur athletes and to their participation in the XXI Olympiad, 1976.

1977

• RBC was one of the early sponsors of ParticipACTION, a Canada wide movement for healthy active living

1983

• Royal Bank was a founding member of the Olympic Academy of Canada

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1985

• RBC funded the Arctic Winter Games as far back as 1985, and as recent as 2004. The Arctic Winter Games are the most prestigious multi- national multi- cultural, multi- sport event in the circumpolar North. From client events to sponsoring hockey programs, RBC's focus has been on celebrating the benefits of sport for youth in rural communities. As a legacy in 2002, a donation from the RBC Foundation to the Iqaluit youth center, Makkuttukkuvut, helped ensure the benefits of the games live on in this community.
• Royal Bank was named Corporate Sponsor of the Year by the Canadian Sport Marketing Council

1988

• Royal Bank was appointed the Official Bank of the 1988 Calgary Olympic Winter Games and introduced an Olympic Coin Fundraiser Contest to assist amateur sports clubs and other non-profit organizations in Canada raise money for their programs, while helping to support the XV Olympic Winter Games and Canadian athletes.
• Royal Bank is named the Official Bank in Canada of the 1988 Seoul Olympic Games

1992

• Since 1992, RBC has sponsored Athletics Canada and provided resources in support of key Canadian events and athlete development programs, such as the world youth team and assisting with promotions to increase the profile of the sport and its athletes. RBC was an Official Partner of the 2001 World Track & Field Championships in Edmonton, Alberta.

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1995

• For 10 years, RBC has been a premier sponsor of Hockey Canada. In 1995, RBC introduced "Toonies for your Team" program helping local sports team raise funds for community hockey, and the Royal Bank Cup, the National Junior A Hockey Championship
• RBC sponsored the Canadian Olympic Athlete Services Program, helping athletes transition from competition to life after sport.
• Royal Bank sponsored the creation of the Olympic Centennial Gardens, a COC fundraising program with funds raised going to assist future Olympians.

1997

• RBC has been a supporter of the Labrador Winter Games since 1997. The games bring together over 500 people from Labrador's Innu, Inuit, Settlers and Métis communities. In 2003, Athletes from 32 communities competed in various sporting events and activities.

1999

• RBC sponsored the Pan Am Games, and provided the Royal Bank Stage, a free public venue featuring daily concerts and providing a place for volunteers to congregate.

2000

• RBC launched the RBC Olympic FanFair at the Canadian Olympic Qualifying Championships for Volleyball for the Sydney 2000 Olympic Games.
• Royal Bank established a partnership with the Canadian Olympic Association to offer a special VISA affinity card. Funds contributed through this program were directed to the Canadian Olympic Association.
• As part of its support of the Toronto 2008 Olympic Bid, Royal Bank became the first corporate supporter of the newly created Foundation for Athletes and Sport Training (FAST), which directly benefits amateur athletes from the novice to national levels.

2001

• RBC hired 10 Olympic and Paralympic athletes in support of the COA Career Opportunities Program.

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2002

• In 2002, RBC became a Community Contributor to the Vancouver 2010 Olympic Bid.
• That same year, RBC launched the RBC Olympians program in B.C., hiring 5 elite athletes as community ambassadors bringing the positive Olympic message to B.C. communities in support of the bid. The RBC Olympians program provided flexible, career-oriented work experience that accommodating busy training and competition schedules, while providing much needed funding for training and competition. In 2004, RBC expanded the program hiring a total of 19 Olympic and Paralympic athletes from across the country. RBC hopes to renew it's commitment to this program by expanding to up to 50 athletes leading up to the Olympic Games in 2010 and beyond, helping Canada's Olympic athletes own the podium.
• In 2002, the RBC Olympians travelled with the Alcan Spirit of 2010 Tour, to 44 B.C. communities in 60 days building enthusiasm and raising awareness for the 2010 Winter Olympic and Paralympic Games and the potential economic stimulus that the games could bring to B.C. Until July 2, 2003 when the International Olympic Committee decided on the 2010 host city.
• RBC sponsored the North American Indigenous Games in Winnipeg, Manitoba, helping bring athletes from across the country to compete in this prestigious event.
• RBC was presented with The National Team Support Award from the Spirit of Sport Foundation at the 29th Annual Canadian Sports Awards. The award was given in recognition of RBC's "significant contribution to Canada's sport community". Athletics Canada, nominated RBC for the award.

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2003

• In September 2003, RBC partnered with Hockey Canada and the Hockey Hall of Fame to launch the RBC Local Hockey Leaders program. The program recognizes those 'behind-the-scenes' individuals who dedicate their time to supporting grassroots hockey in their community, while helping young athletes realize their potential. Thirteen regional winners receive $10,000 toward a registered charity in their community, and special recognition in the Hockey Hall of Fame. In the past two years, over 4000 nominations have been submitted from hockey communities across the country.
• In February 2003, RBC sponsored the World Ski and Snowboard Festival and brought the RBC Olympic FanFair and the RBC Olympians to the village of Whistler. RBC also invited the local school to the top of Whistler Mountain to play hockey with members of the Women's Gold medal hockey team.
• RBC was the presenting sponsor of the COC's Olympic Education Program. This program was developed for grade 4-6 classes, and brought the Olympic values and ideals into the classroom through an inventive curriculum guide and interactive activities. Winning schools in Canada received an Olympic day, including RBC Olympic FanFair and RBC Olympians.
• In 2003, RBC became a sponsor of the Hockey Hall of Fame, which included exhibit space for the RBC Local Hockey Leaders program, title sponsorship of the Olympic Winter Games exhibit, and presenting sponsor status for the Hockey Hall of Fame Induction weekend.
• RBC announced a long-term commitment to the Canadian Snowboard Federation in December 2003. The sponsorship runs from 2004 to 2012 and as a premier sponsor, RBC helps fund the coaching and development of Canada's elite snowboarders. RBC also committed to help build a national grassroots program designed to introduce snowboarding to young athletes.

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2004

• In January 2004, RBC announced a long-term commitment to the Canadian Freestyle Ski Association, as a premier sponsor of the national team and presenting sponsor of the RBC Jumps and Bumps Program, a grassroots program designed to introduce freestyle skiing to young athletes. The partnership extends through 2012 and builds on RBC's strong tradition of supporting amateur athletes and the Olympic movement in Canada.
• Spirit of 2010 Business Summit: In partnership with Provincial Government of B.C., RBC developed a sold out conference bringing together Canada's business leaders to discuss business opportunities relating to the 2010 games. The conference provided delegates with the information and tools they require to identify the best opportunities to help their businesses grow.
• To help B.C businesses and communities benefit further from the games, RBC created a new Account Manager position in Vancouver to work with RBC business clients on a consultative basis to enable them to capitalize on economic opportunities.
• In summer 2004, RBC launched its most successful integrated Olympic campaign celebrating the 1948 RCAF flyers Gold Medal and encouraging Canadians to help Olympic athletes by making a donation to the Canadian Olympic Excellence Fund. The program was implemented across the entire organisation with tremendous success relating to RBC's brand health, client loyalty, employee engagement and business integration. The campaign included television, outdoor, and print advertising, branch merchandising, and on-line activities demonstrating our legacy and commitment to Olympic athletes. Marketing Magazine honoured the campaign with a Gold Medal for Best Olympic campaign. Examples of program elements follow:
• The RBC Olympians Program: RBC hired 19 Olympic athletes across the country to act as community ambassadors, while providing them with work experience and funding for training. They appeared at over 300 events across the country, including client functions, school events, and employee conferences.
• RBC Olympic FanFair: In 2004, this interactive sports tour visited over 25 communities from coast to coast, and raised over $50,000 for amateur sport in Canada.
• Branch Network: Over $6,000,000 Olympic lucky loonies were distributed to Canadians exclusively by RBC in less than 2 weeks, and almost 20,000 "Best Wishes" postcards were filled out by clients and sent to Olympic athletes in Athens.
• Fundraising: Over $100,000 was raised through RBC Rewards, RBC Olympic Fan Fair, and branch donations in support of the Canadian Olympic Excellence Fund.
• Business Integration: RBC ran a number of successful Olympic themed employee and client promotions including the Olympic Account Openings program, RBC Action Direct Olympic Incentive program, and the RBC Investments Olympic sailing Regatta.
• Olympic Fridays: In B.C., over 2500 employees wore RBC Olympic golf shirts every Friday in August, in support of the Canadian Olympic team in Athens

2005

• RBC has been nominated for a Canadian Sport Award in the category of Corporate Excellence - Individual Athlete Support, for the RBC Olympians program. This award is presented annually to a corporation that has shown a sincere interest in an athlete's development by providing both monetary and personal development support. This corporate commitment has provided stability, thus enabling the athlete to set and achieve progressive goals over time.

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