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business & community


Rogers Sports & Media will provide $5 million over 5 years in advertising and creative services to support local businesses owned by Black, Indigenous, people of colour, 2SLGBTQ+, persons with disabilities, or women. In 2020, we partnered with two businesses to pilot the program – How She Hustles and The Reelworld Film Festival.


Rogers Sports & Media will also provide $5 million over 5 years in advertising and creative services to charities that support all equity-deserving communities. For the pilot and inaugural year of this national initiative, we teamed up with Indspire, an organization that partners with Indigenous, private, and public stakeholders to educate, connect, and invest in First Nations, Inuit, and Métis people to achieve their highest potential.

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“At Rogers Sports & Media, we recognize what makes us unique – and that’s our national media megaphone. All IN is about amplifying the voices, opinions and thoughts of equity-deserving groups that have not always been heard with equal measure. Let’s work together to build an inclusive Canada.”

Sharon Hinds, All IN Manager, Rogers Sports & Media

featured 2021 partners

Big Brothers Big Sisters logo

Big Brothers Big Sisters Across Canada

Big Brothers Big Sisters is a national organization that provides life-changing mentorship programs to more than 40,000 children and youth each year. Strong mentorship relationships are critical to enabling the children in their programs to develop into well-rounded adults. Their work has proven to help break the cycles of violence, drug abuse, poverty, and inequality.
Friends of Ruby logo

Friends of Ruby

Friends of Ruby is a dedicated and welcoming space for vulnerable lesbian, gay, bisexual, transgender, queer, intersex, and two-spirit youth (ages 16-29). They provide counselling, housing, practical assistance, a drop-in, and multiple groups and activities to support 2SLGBTQ+ youth in their journey.
Spirit North logo

Spirit North

Spirit North empowers Indigenous youth to be unstoppable in sport, school and life. Through the transformative power of sport and play, they help youth find the courage to take on any challenge, develop leadership skills, improve their health and wellness, discover new talents and unlock their limitless potential.
Canadian Women & Sport logo

Canadian Women & Sport

Canadian Women & Sport is dedicated to creating an equitable and inclusive Canadian sport and physical activity system that empowers girls and women – as active participants and leaders – within and through sport.
Blackbiblio logo aims to highlight real stories of Black Canadians and their contributions through resources and kits for teachers, transforming how Canadian Black history is seen and taught! With the ABC’s of Canadian Black History Kit, is bringing to life the personalities and events omitted from the pages of textbooks, because their role in Canadian history was considered historically insignificant.

2020 pilot partners

How She Hustles

How She Hustles is one of Canada's leading social networks for diverse professional women - from entrepreneurs who are making their mark in the start-up ecosystem, to corporate professionals who are changing the leadership landscape.

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Reelworld Film Festival

Founded by Tonya Williams in 2000, the Reelworld Film Festival and Reelworld Screen Institute are ground-breaking initiatives in Canada that create more access and inclusion for Black, Indigenous, People of Colour in our Canadian screen industries - both in front of and behind the screen.

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Indspire is an Indigenous charity that invests in the education of First Nations, Inuit, and Métis people, benefiting them, their families, their communities - and Canada as a whole. Our goal is that within a generation, every Indigenous student will graduate.

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