Rachel Smith (centre) of Team Canada reacts during a match against the Australia Wallaroos in the Pacific Four Series on Saturday in Sacramento. Rugby Canada has begun a new round of fundraising for its men's and women's programs.Ezra Shaw/Getty Images
Having raised more than $1-million last year to help the Canadian women’s team prepare for the Rugby World Cup, Rugby Canada is asking for help again.
The “Earned Not Given” campaign, in partnership with Rugby Canada sponsor Picton Investments, kicks off Tuesday and asks Canadians and corporate partners to invest in Canada’s national rugby teams and players.
“They wanted to help us create a national campaign to generate more support,” Rugby Canada CEO Nathan Bombrys said in an interview. “Not just their own support, but they wanted to put their money where their mouth is and help us generate even more support.”
The new campaign reflects the work players, staff and organization put in preparing to represent Canada on the pitch.
“In a game of rugby, nothing is given to you,” said Bombrys. “You’ve got to earn every inch, every score, every opening. And it’s meant to resonate with that.”
Funds raised will “underpin the national teams.”
“We’re not trying to match England in spending,” said Bombrys. “We’re trying to put the Canadian national teams in the field in a way that’s safe and competitive and provides our outstanding young Canadians a chance to compete and represent Canada.”
In November, England’s Rugby Football Union reported 2024-25 revenue of £228-million ($424.7-million), almost 25 times Rugby Canada’s 2025 revenue.
Rugby Canada has worked hard to expand its fundraising efforts including an appearance on Dragons’ Den, on an episode taped in May, 2025 but which didn’t air until late January.
Canada's Sophie de Goede celebrates with her teammates after winning world player of the year at last year's women's World Cup.Andrew Boyers/Reuters
While the governing body’s TV pitch for $250,000 for a “one-year premium” sponsorship didn’t succeed, Bombrys got a chance to make the case for Canadian rugby to viewers across the country.
On Monday, Rugby Canada announced a loss of $674,240 on 2025 revenue of $17,343,608 and expenses of $18,017,848.
The deficit in 2024 was $70,520 on revenue of $20,144,513 and expenses of $20,215,033.
Revenue from World Rugby, the sport’s world governing body, was down in 2025 – $4,109,460 compared to $7,612,857 the year before. Sport Canada help was also less in 2025 – $2,192,614 compared to $2,984,400 in 2024.
Such money is tight these days.
On the plus side the Canadian women and men are getting more quality fixtures, with the men taking part in the inaugural Nations Cup this summer. And the Canadian women will get another crack at England in this fall’s WXV tournament.
“The challenge now is we’ve got to pay for this,” said Bombrys. “We’ve got to find a way to put the Canadian national team on the field in a foundational way.”
Bombrys said the decision to run a larger deficit in 2025 was a strategic one with the Canadian women taking part in the World Cup and the 25th-ranked men’s – successful – qualification bid for the 2027 World Cup after missing out on the 2023 tournament for the first time.
The “Earned Not Given” campaign will be promoted on TV and via social media and outdoor advertising.
Canada's Mason Flesch (6) avoids Romania's Alin Conache (9) as he runs with the ball as during a 2024 match in Ottawa.PATRICK DOYLE/The Canadian Press
Picton, a Toronto-based investment firm, has been a sponsor of Rugby Canada since the start of the year. Its name has already graced the back of the women’s 15s and men and women’s seven teams. It will also be on the back of the men’s 15s team jerseys starting with Nations Cup games in July.
Picton president and CEO David Picton says the “Earned Not Given” campaign comes from the company’s belief that “meaningful impact comes from backing those who put in the work and earn their rise.”
“We wanted to shine a light on the unseen hours, the sacrifice and the resilience behind Canada’s rugby players,” added Leisha Roche, Picton’s chief marketing officer.
The $1.06-million raised by the “Mission Win World Cup” campaign, which was added to the governing body’s $2.6-million pretournament financing, made up the shortfall in Canada head coach Kevin Rouet’s preparation plan. The second-ranked Canadian women made it to the Sept. 27 final, losing 33-13 to top-ranked England at Twickenham’s Allianz Stadium.
The money helped pay for two additional pretournament camps, the first in Chula Vista, Calif., last May ahead of the Pacific Four Series, and the second in Perth, Ont., in July before a pair of test matches in South Africa.
It also helped with travel costs and accommodation outside of the World Cup, as well as “nutrition resources” and additional medical staffing and strength and conditioning resources at the tournament.
Had Rugby Canada not had access to such funds, both the women’s World Cup preparation and the organization’s bottom line would have taken hits, said Bombrys.