Rogers Sports & Media is promising at least $10 million in free advertising and creative services to support an inclusion and diversity action plan.

The money will be put toward helping charities and small businesses that support equity-seeking communities over the next five years as part of the All IN plan.

The funding comes after the company reached out to its members and partners about systemic issues they face in society.

“All IN is dedicated to taking actions that will evoke much-needed positive change as we address racial injustice and social unrest,” said Jordan Banks, President, Rogers Sports & Media.

“Rogers Sports & Media recognizes its unique role and responsibility and we are using our media megaphone to amplify voices that have not always been heard with equal measure. We will continue to create and deliver the stories that accurately represent Canada’s diversity while our on-air personalities and employees are encouraged to continue using their platforms to express their views and opinions in support of anti-racism.”

We’re #ALLIN on Inclusion & Diversity 👏🏼

Today, Rogers Sports & Media committed to giving $🔟 million over the next 5⃣ years in 🆓 advertising & creative services for equity-seeking charities & BIPOC/LGBTQ2S+/PWD & female-owned local businesses 😍💝

👀➡️ https://t.co/2ZazsNOqz4 pic.twitter.com/9tJ3qahPdT

— Rogers Sports & Media PR (@RogersMediaPR) October 1, 2020

Rogers Sports & Media is committing to using its assets to help impress change focused on the needs of all Canadians.

The All IN program will be headed by Sharon Hinds, an advocate from within the Black community at Rogers Sports & Media.

The plan will focus on helping businesses owned by BIPOC and equity-seeking communities, as well as charities that support these groups. The $10 million in free advertising and creative services will be split evenly between these two “pillars”.

All IN will also see the creation of an internal Content Advisory Council at Rogers Sports & Media that will focus on increasing diversity of thought. The council will also make sure diversity is reflected in the content that the company produces.

Other pillars of All IN include introducing recruitment strategies and programs to improve on diversity, and mentorship and sponsorship programs to provide young people from equity-seeking communities the supports and resources they need to succeed in the sports and media industry, the company says in a release.

Businesses and communities will be able to apply to All IN starting Oct. 1 through to Oct. 31 for this year. Other annual submissions will follow.

Rogers is the parent company of 1310 NEWS.