TORONTO — RBC and the Canadian Olympic Committee announced today Bell Media is the new premier media partner of the RBC Training Ground program, a nationwide Olympic talent identification and athlete-funding program dedicated to finding and supporting Canada’s future Olympians.
CBC was the previous media partner for the RBC Training Ground program, which is now entering its sixth year.
As the program’s new media partner, Bell Media will use its broadcast, digital media and social platforms to further amplify the program, including on-air integrations through customized athlete storytelling and interviews across TSN platforms, Crave, and CTV’s Your Morning, The Marilyn Denis Show and The Social, says the Bell Media press release.
Bell Media’s campaign will culminate in the RBC Training Ground’s National Final event broadcast special produced in-house by TSN, which will follow the journeys of the athletes on their quest to become Canadian Olympic hopefuls.
“Storytelling is an integral component of RBC Training Ground,” said Matt McGlynn, vice-president of brand marketing at RBC, in the press release. “Together with our great partners at the Canadian Olympic Committee and Bell Media, we look forward to inspiring the athletic journeys of even more future Olympians in RBC Training Ground’s sixth year.”
“By leveraging Bell Media’s extensive reach, we look forward to discovering and assisting Olympic hopefuls to achieve their dreams of representing Canada on the world’s biggest sporting stage,” added Stewart Johnston, president of media sales and marketing at Bell Media, and president of TSN.
Since its inception in 2016, RBC Training Ground has enabled national sport organization partners to test the speed, power, strength and endurance of more than 8,500 athletes. RBC Training Ground was originally developed in partnership with the Canadian Olympic Committee, the Canadian Olympic Foundation, the Canadian Olympic and Paralympic Sport Institute Network, and CBC Sports.
Beginning October 14 and running until December 1, athletes interested in participating can visit RBCTrainingGround.ca for free registration details.
