RBC, COC, Bell Media resume RBC Training Ground initiative
By Adnews Staff
RBC, the Canadian Olympic Committee and Bell Media have resumed a joint initiative called the “RBC Training Ground” for a sixth year. The national effort seeks to identify potential future Olympic athletes and provide funding for their training. Bell Media will promote the program using its broadcast, digital and social media properties, including on-air integrations on TSN, Crave, and CTV. The campaign will conclude with a National Final Event broadcast produced in-house by TSN, which will highlight the personal stories of the participating athletes. Athletes can register for the program online at <http://www.rbctrainingground.ca> until Dec. 1. Selected athletes will compete in sport-specific testing with various sports organizations.
“The Canadian Olympic Committee is extremely excited that two of Team Canada’s premier national partners have come together to collaborate on a program that is incredibly important to us,” said Jacqueline Ryan, chief brand and commercial officer at the Canadian Olympic Committee. “Now entering its sixth year, RBC Training Ground has proven to be widely successful and we have no doubt that the partnership with Bell Media will help increase visibility of the program and help attract top-tier talent across Canada.”