PICTON Investments x Rugby Canada Launch National Campaign to Encourage Investment in Rugby Canada Players
Earned Not Given campaign aims to raise funds and awareness of the sport
TORONTO, April 14, 2026 /CNW/ – Picton Mahoney Asset Management (“PICTON Investments”), in partnership with Rugby Canada, today unveiled Earned Not Given, a national fundraising campaign calling on Canadians and corporate partners to invest in Canada’s national rugby teams and players – men and women who have earned their place on the global stage through relentless commitment, sacrifice and resilience.
“This campaign reflects the spirit of our partnership with Rugby Canada and our belief that meaningful impact comes from backing those who put in the work and earn their rise,” said David Picton, President and CEO of PICTON Investments. “Through this initiative, PICTON Investments aims to amplify Rugby Canada’s mission to grow the sport nationally, strengthen player development pathways, and connect with the communities that support rugby across the country.”
The partnership, which kicked off at the start of the year, reflects shared values of performance, discipline and sustainable growth, and honours Rugby Canada’s One Squad vision by supporting all Canadian National Teams.
A Campaign Born from Canadian Grit
The campaign highlights the dedication of Canada’s national rugby players, who compete at the highest level of international sport despite limited funding, infrastructure and public recognition. It calls on Canadians to support players who have earned their place through relentless commitment on and off the field.
“When we created Earned Not Given, our ambition was to make it far more than a PICTON Investments logo on a Rugby jersey,” said Leisha Roche, Chief Marketing Officer of PICTON Investments. “We wanted to shine a light on the unseen hours, the sacrifice and the resilience behind Canada’s rugby players and give that effort the recognition it deserves. This campaign reflects our broader purpose: to build impact through resilience, preparation and long-term thinking. It’s a way for us to live our values while helping Canadian players reach their full potential.”
The initiative builds on the momentum of Rugby Canada’s landmark 2025 season – which saw the organization raise $1.06 million through the Mission: Win Rugby World Cup campaign, Canada’s Women’s Rugby Team placing second at the 2025 Rugby World Cup, Canada’s Men’s Rugby Team qualify for the 2027 Rugby World Cup, and Canada’s Men’s and Women’s Sevens Teams advance their journey toward the LA 2028 Summer Olympics.
