In yet another example of the growing popularity of women’s sports – both among spectators and the brands hoping to reach them – Raymond James, the Canadian arm of North American investment dealer Raymond James Financial, has re-upped their partnership with Rugby Canada women’s programming.

As part of the partnership, Raymond James will also be the presenting sponsor of the Canadian U20 Women’s Rugby Team. As such, Raymond James’s logo will remain prominently featured on the team’s jerseys. According to the company, signage and special corporate events will be at certain Rugby Canada events, not limited to the U20 Women’s team.

According to Raymond James, the sponsorship will extend beyond the field.

“A key aspect of this sponsorship will be the support of talent development and future training environments that support players’ goals in sports and education. Raymond James believes these athletes and scholars help make up our country’s future talent,” the company said in a statement. “With some choosing careers in finance, we also look forward to this partnership inspiring our next generation of female financial advisors.”

With 1.2 million rugby fans in Canada, the sport is gaining popularity in the country. “Almost half, 45%, of Rugby Canada fans have a household income over $100,000,” adds Christopher Cooksey, senior manager, corporate communications for Raymond James. “Canada’s entire national women’s team either have a university degree or are pursuing one, so lots of opportunity to for a future pool of potential talent to help our business achieve its goals. In addition, by 2032, women will control $4.4 trillion, or 39%, of Canada’s household wealth.”

Nathan Bombrys, CEO of Rugby Canada added that Raymond James’ “support of our women’s teams and age grade programs will have a direct impact on the success of our teams on the field, and the growth of our players off the field.”

Rugby Canada is the national governing body of the sport of Rugby Union in Canada. The organization administers and operates women’s and men’s senior and age grade national programs in both rugby 15s and 7s, as well as governs the club and community game for more than 30,000 registered participants from coast to coast in conjunction with ten Provincial Union members.