Picton Mahoney Asset Management and Rugby Canada Launch ‘Earned Not Given’ Campaign

Picton Mahoney Asset Management (PICTON Investments), in partnership with Rugby Canada, has officially unveiled ‘Earned Not Given,’ a national fundraising initiative designed to secure investment for Canada’s national rugby programs.

The campaign calls on both individual Canadians and corporate partners to back the men’s and women’s national teams, highlighting the resilience and commitment required to compete on the global stage despite historical challenges in infrastructure and funding.

The partnership, which commenced at the beginning of the year, is built on the shared values of performance, discipline, and sustainable growth. It supports Rugby Canada’s ‘One Squad’ vision, ensuring that investment reaches all national representative teams.

Commenting on the David Picton, president and CEO of PICTON Investments, stated that the campaign reflects the spirit of the partnership and the company’s belief that meaningful impact comes from backing those who put in the work and earn their rise. 

Commenting on the partnership, chief marketing officer of PICTON Investments, Leisha Roche, emphasised that the campaign was designed to be more than just a logo on a jersey. 

“When we created Earned Not Given, our ambition was to make it far more than a PICTON Investments logo on a Rugby jersey.”

“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,” Roche said. 

Donations generated through the campaign will be directed toward high-performance programs, international travel for competition, coaching, recovery resources, and grassroots development.

Rugby Canada CEO, Nathan Bombrys, underscored the importance of such corporate alliances, stating that partnerships like this are critical to supporting the national teams and providing the outstanding Canadians who represent the country on the global stage the resources they need to succeed.

“Partnerships like this are critical to supporting Canada’s National Teams and providing the outstanding Canadians who represent our country on the global stage the resources they need to succeed,”

“Earned Not Given is a powerful way to showcase the dedication of our players and invite Canadians to support the future of rugby.

“It aligns perfectly with our shared vision for sustainable growth and player development.

“We are so grateful to PICTON Investments for choosing to support Rugby Canada and for calling on Canadians to support the growth of rugby and Canada’s National Teams.”

This collaboration follows a landmark 2025 season for Rugby Canada, which saw the organisation raise $1.06 million through the ‘Mission: Win Rugby World Cup’ campaign. Recent performance milestones include the Women’s National Team finishing second at the 2025 Rugby World Cup and the Men’s National Team qualifying for the 2027 Rugby World Cup.

Additionally, both the Men’s and Women’s Sevens programs are currently progressing toward the LA 2028 Summer Olympics.

For PICTON Investments, which manages $17.4 billion in assets, the partnership aligns its brand with a high-performance sporting organisation that shares its philosophy of resilience and adaptability. 

Don’t miss out on the latest in sports business – Subscribe today to the free Ministry of Sport newsletter and stay ahead of the game. For even more exclusive insights, event tickets, professional development and networking events, become a MoS Member today!.