Corus Entertainment has renewed its multi-year collaboration between Royal Bank of Canada (RBC) and HGTV Canada’s Bryan and Sarah Baeumler for an additional three years.

Initiated in 2018, and reupped in 2021, the partnership will now run for nine consecutive years, having evolved with collaboration from Corus Tempo while continuing to feature the Baeumler family as brand ambassadors for RBC’s suite of financial services and expertise. 

As an extension of the collaboration, RBC becomes an integrated in-show sponsor for Corus Studio’s new series Bryan’s All In (including RBC branded spots and lower thirds), debuting with a special two-episode, one-night-only event on Sunday, October 8 at 9 p.m. and 10 p.m. ET/PT. The special will air on HGTV Canada and STACKTV, with the first season of Bryan’s All In airing spring 2024 on HGTV Canada. 

RBC will also be integrated into four regular season episodes of Bryan’s All In, where Bryan works with struggling entrepreneurs and business owners who use RBC’s financial tools, such as mobile and small business banking. Long form pieces will supplement the regular-season integrations across streaming platforms to provide more in-depth stories and further showcase RBC products.

The partnership also includes an ongoing social series featuring Bryan, Sarah and their two youngest children, Jojo and Lincoln, integrating RBC products.

The new RBC extension features media support such as talent vignettes, lower thirds media placement, billboards, digital pre-roll, RBC brand spots and more throughout each year. Creative will include Bryan and Sarah as RBC customers and will incorporate the bank’s financial tools like its Avion frequent-flyer points offering.

“The evolution of this partnership underscores [Corus] Tempo’s ability to deliver extensive multiplatform collaborations for respected brands such as RBC to reach their desired audiences,” said Barb McKergow, senior vice president of national advertising revenue at Corus Entertainment.

“As dedicated RBC clients and business owners, the Baeumler’s authentic connection allows them to merge their stories with our offerings to seamlessly reach audiences in an impactful way,” said Alan Depencier, RBC’s CMO in charge of personal and commercial banking and insurance.