RBC Training Ground finds a new media partner

Content will roll out across Bell Media properties including TSN, etalk, Crave and others.

Six years into the RBC Training Ground program, the content initiative has forged a new partnership.

After years with the CBC as its official media partner, RBC has officially paired with Bell Media on the program that’s designed to lend a hand to Canadian Olympic hopefuls.

While CBC will no longer be the program’s official media partner, CBC remains the official broadcaster of both the upcoming Summer and Winter Olympic Games.

Shannon Cole, senior director of marketing with RBC, says that partnering with Bell Media allows it to increase the visibility of the program, tap into “new and different” audiences and encourage more interest from Canadian athletes.

Through Bell Media, Cole says some of the things viewers can expect is on-air integration through customized athlete stories on TSN’s Digital SportsCentre, content on CTV’s Your Morning, The Marilyn Denis Show, The Social, eTalk and others. Along the way, Bell Media will also host exclusive Training Ground content on its SVOD, Crave.

The program will culminate with the National Final event, which will again. be broadcast (date still TBD). This year’s final will be produced in-house by TSN.

In the past, CBC has featured content from the Training Ground through CBC Sports on its weekly Road to the Olympic Games program, as well as online and, more recently, on its streaming service CBC Gem.