RBC is playing the role of scout when it comes to identifying next-gen Olympic talent, particularly from diverse backgrounds.

In the 10th year of its “RBC Training Ground,” the brand is leaning into the verbiage of “seeing and being seen,” as it provides a cross-section of Olympic hopefuls.

The bank is adding “significant program updates” designed to help improve access to high-performance sport for diverse athletes. The updates include a new, incremental pool of funds for athletes facing financial barriers to high-performance sport, a women’s-only hour at all events and an impact council to help steer future DEI initiatives.

“RBC Training Ground is focused on providing opportunities and breaking down barriers to ensure any young athlete has the chance to realize their full potential and be seen through our program.” Shannon Cole, chief brand officer with RBC, said in a press release. “Our marketing campaign for Year 10 conveys that message – no matter who you are or where you’re from, RBC Training Ground wants to help you discover and achieve your Olympic dream.”

RBC and the Canadian Olympic Committee (COC) also announced on Jan. 30 the renewal of their 78-year long partnership. Twenty one RBC Training Ground alumni have competed at three Olympic Games, and together they’ve brought home a collective 14 medals.

Salt XC led the strategy and execution of the campaign. Initiative led the media.

The campaign includes presence on TikTok, Snapchat and Meta; Bell Media Digital advertising across affiliate networks; YouTube, Crave, TSN App, Spotify, Amazon Prime, Twitch and Quebecor. RBC Olympians will also be supporting the campaign with their own takes on the “we see” concept.

OOH static and digital will primarily focus on university campuses.