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Rogers Sports & Media begins All In initiative

Rogers Sports & Media has begun an initiaive called “All In” that will distribute $10 million in free advertising and creative services over five years to charities and small businesses that support cultural inclusion and diversity. Potential recipients can apply online at <> until Oct. 31. The company will also launch an internal content advisory council intended to ensure that editorial content “accurately reflects the diversity of our communities.” It will also introduce recruitment practices intended to increase the diversity of its staff and establish a mentorship program aimed at young people from under-represented communities seeking to enter the media industry. Rogers Sports & Media is a subsidiary of Rogers Communications.

“All In is dedicated to taking actions that will drive much-needed positive change as we address racial injustice and social unrest,” said Jordan Banks, president of Rogers Sports & Media. “Rogers Sports & Media recognizes its unique role and responsibility and we are using our media megaphone to amplify voices that have not always been heard with equal measure. We will continue to create and deliver the stories that accurately represent Canada’s diversity while our on-air personalities and employees are encouraged to continue using their platforms to express their views and opinions in support of anti-racism.”

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