Rogers Charity Classic

What Rogers Charity Classic does

The Rogers Charity Classic is an annual PGA TOUR Champions golf tournament held at Canyon Meadows Golf & Country Club in Calgary, Alberta, and the only Canadian stop on the PGA TOUR Champions circuit. Founded in 2013 and operated by the Calgary Shaw Charity Classic Foundation (a registered Canadian charity, CRA 827378977 RR0001), the event is a three-round, 54-hole stroke-play competition with a $2.5 million prize purse featuring 78 PGA TOUR Champions players; the tournament was a three-time President's Award winner (2014, 2015, 2017). Underlying technology is minimal and largely third-party: cashless point-of-sale via Square terminals with tap-and-go functionality, online ticketing through the Showpass platform, and standard CRM via email newsletter and social channels. There is no proprietary software, mobile app, or integrated platform; the product portfolio is delivered physically on-site at one venue for one week per year.

The business model is a hybrid of ticket sales, corporate sponsorship, premium hospitality, and philanthropic pass-through. B2C revenue comes from tiered spectator tickets (General Admission, Watering Hole on 16, Premium Pass; kids 17 and under free) sold via Showpass, plus premium products including the 17 Green Suite, 17 Green Super Suite, 18 Green Skybox, 18 Green VIP, the RBC Championship Pro-Am, Blakes Women's Day, and the Honorary Observer Experience. B2B revenue comes from corporate sponsorship packages developed through direct enterprise field sales to Calgary businesses, led by Partnerships Director Erin Strate and a Patron Group of senior Calgary business leaders. Charitable giving flows through the Rogers Birdies for Kids program (presented by AltaLink), where the foundation matches donations up to 50% and covers all administrative costs, directing 100% of net donations to over 316 Alberta children's and youth charities. Since inception the tournament has raised more than $164 million for these causes, including a record $26.6 million in 2025, under the title sponsorship of Rogers Communications (since 2024) and operating management by Launchpoint Sport & Event Strategies.

Name

Rogers Charity Classic

Legal name

Calgary Shaw Charity Classic Foundation

Website

https://rogerscharityclassic.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

The Rogers Charity Classic is an annual PGA TOUR Champions golf tournament in Calgary, Alberta, operated by the Calgary Shaw Charity Classic Foundation. It generates revenue from corporate sponsorships, ticket sales, and premium hospitality to fund over 316 Alberta children's charities via the Rogers Birdies for Kids program.

Ownership category

akta.pro rank

Product category

Charity Golf Tournament Event Management

NAICS

Spectator Sports (71121), Grantmaking and Giving Services (8132), Golf Courses and Country Clubs (71391)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Golf Tours & Professional Circuits (MPAKAAAK)

akta.pro secondary industry

Golf Clubs & Tournament-Host Clubs (Professional/Elite Golf Clubs) (MPAKABAE)

Keywords

• Charity golf tournament
• PGA TOUR Champions event
• Corporate sponsorship packages
• Hospitality and VIP experiences
• Charitable fundraising events

Headquarters

HQ city

Calgary

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Others

Revenue model

1. Ticket Sales: Direct ticket sales to spectators attending the PGA TOUR Champions tournament. Multiple ticket tiers including General Admission, Watering Hole on 16, and Premium Pass offerings.
2. Corporate Sponsorship: Official partner sponsorships providing brand exposure through tournament branding, hospitality access, and marketing assets. Custom packages at various investment levels including branding, hospitality, and pro-am groups.
3. Hospitality Packages: Premium hospitality experiences including skyboxes, suites, VIP access, and special event packages like Women's Day and Pro-Am participation. Multi-year and single-year pricing available.
4. Rogers Birdies for Kids Donations: Charitable donations through Birdies for Kids program with Foundation matching up to 50%. All administrative costs covered by tournament ensuring 100% of donations go to charities.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels8 records

Core offering

The Rogers Charity Classic is an annual PGA TOUR Champions charity golf tournament held at Canyon Meadows Golf & Country Club in Calgary, Alberta, with a $2.5 million prize purse and 78 PGA TOUR Champions professionals competing over a three-round, 54-hole stroke-play format. It sells tiered spectator tickets (General Admission, Watering Hole on 16, Premium Pass), premium hospitality packages (skyboxes, suites, VIP), and participatory experiences (Pro-Am, Women's Day, Honorary Observer), while running the Rogers Birdies for Kids charitable giving program that supports 316+ Alberta children's charities. All operations are managed by an 8–9 person team with event execution outsourced to Launchpoint Sport & Event Strategies.

Product overview

The Rogers Charity Classic is a PGA TOUR Champions golf tournament held annually at Canyon Meadows Golf & Country Club in Calgary, Alberta. The event operates as a unified tournament experience offering tiered spectator access products ranging from General Admission tickets to various premium hospitality offerings including skyboxes, suites, and VIP experiences. The core product is the three-round, 54-hole stroke-play tournament competing for $2.5 million, enhanced by supporting products like the RBC Championship Pro-Am, Blakes Women's Day event, and Honorary Observer Experience. The tournament's charitable component is delivered through the Rogers Birdies for Kids presented by AltaLink program, which channels donations to over 316 Alberta children's charities, and the Clay Riddell Community Hero Scholarship for post-secondary students.

Differentiator

Problem solved

Functional benefit

Brands

• Rogers Birdies for Kids presented by AltaLink: A non-profit program under the Calgary Shaw Charity Classic Foundation designed to help raise new funds for local charities with matching funds for each participating charity.
• Clay Riddell Community Hero Scholarship

Products and services

• General Admission Standard spectator ticket providing access to the Rogers Charity Classic tournament grounds at Canyon Meadows Golf & Country Club in Calgary, Alberta. Available per day during the August tournament week, with Kids 17 and Under admitted FREE as part of family-friendly pricing. Purchased by individual golf fans and families.
• The Watering Hole on 16 Premium hospitality experience at hole 16 of the tournament, offering food, beverage, and premium viewing of tournament action. Sold as a daily or weekly upgrade to standard spectator tickets. Targets golf spectators seeking enhanced amenities.
• Premium Pass Enhanced spectator product offering premium seating, exclusive hospitality access, and upgraded amenities throughout the tournament. Targets spectators willing to pay for a top-tier tournament experience.
• RBC Championship Pro-Am Participatory event allowing amateur golfers to play alongside PGA TOUR Champions professionals in an exclusive Pro-Am tournament. Targeted at corporate clients and serious amateur golfers seeking access to play with tour professionals.
• 17 Green Suite Private suite hospitality experience located at the 17th green with all-inclusive food and beverage service. Sold to corporate clients and high-net-worth individuals seeking private tournament viewing.
• 17 Green Super Suite Expanded luxury suite experience at the 17th green with enhanced amenities and dedicated service. Top-tier corporate hospitality offering.
• 18 Green Skybox Skybox viewing experience at the 18th green offering premium hospitality and prime tournament viewing. Sold to corporate clients, sponsors, and premium individual buyers.
• 18 Green VIP Top-tier VIP hospitality experience at the 18th green with exclusive access and premium services. Highest-priced spectator hospitality offering.
• Blakes Women's Day Women's golf event featuring an 18-hole 'shamble' style tournament with hospitality and on-course entertainment, held annually during the Rogers Charity Classic week. Includes 4 playing positions, participant badges, valet parking, Watering Hole tickets, commemorative team photos, custom golf-gift packages, and all-inclusive clubhouse dining. Targets women in the Calgary business community for professional networking and women's leadership engagement.
• Honorary Observer Experience Exclusive experience allowing spectators to observe tournament play from unique vantage points with insider access. Targets dedicated golf enthusiasts seeking premium spectator experiences.

Quantifiable outcome

• Raised over $164 million for 316+ Alberta children's charities over 12 years
• +2 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

20 partnerships are on record, tiered flagship, minor and core.

• Rogers CommunicationsflagshipGTM or Marketing PartnerTitle sponsor of the tournament. Rogers Communications provides major financial support with $1 million donations and brand visibility as title partner of Canada's only PGA TOUR Champions event.
• ShaftminorGTM or Marketing PartnerOfficial partner with branding presence on tournament website.
• South Pointe ToyotaminorGTM or Marketing PartnerOfficial partner with branding presence on tournament website.
• Alberta Blue CrossminorGTM or Marketing PartnerOfficial partner with branding presence on tournament website.
• DaviesminorGTM or Marketing PartnerOfficial partner with branding presence on tournament website.
• SunbeltminorGTM or Marketing PartnerOfficial partner with branding presence on tournament website.
• GFL EnvironmentalminorGTM or Marketing PartnerOfficial partner with branding presence on tournament website.
• City of CalgaryminorGTM or Marketing PartnerOfficial partner with branding presence on tournament website.
• Black Diamond GroupminorGTM or Marketing PartnerOfficial partner with branding presence on tournament website.
• PattisonminorGTM or Marketing PartnerOfficial partner with branding presence on tournament website.
• Tourmaline OilminorGTM or Marketing PartnerOfficial partner with branding presence on tournament website.
• ColossoVisionminorGTM or Marketing PartnerOfficial partner with branding presence on tournament website.
• Westin CalgarycoreGTM or Marketing PartnerOfficial hotel sponsor. Westin Calgary is conveniently located in downtown Calgary and serves as the official hotel sponsor with discounted rates for PGA TOUR Champions players.
• Tourism CalgaryminorGTM or Marketing PartnerOfficial partner with branding presence on tournament website. Promotes Calgary tourism.
• LevelwearminorGTM or Marketing PartnerOfficial partner with branding presence on tournament website.
• Sleeman BreweryminorGTM or Marketing PartnerOfficial partner with branding presence on tournament website.
• AltaLinkcoreGTM or Marketing PartnerPresenting sponsor of Rogers Birdies for Kids program. AltaLink's sponsorship enables matching pool for charitable donations.
• RBCminorGTM or Marketing PartnerOfficial partner with branding presence on tournament website.
• Launchpoint Sport & Event StrategiescoreImplementation/ SI/ Consulting PartnerEvent management company that professionally manages the Rogers Charity Classic tournament operations and logistics.
• François Poirier (TC Energy)coreGTM or Marketing PartnerPresident and CEO of TC Energy joined the Patron Group, a group of Calgary business leaders who back the tournament philanthropically.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Insperity Invitational: PGA TOUR Champions event in The Woodlands, Texas, with a parallel charity tournament structure. Closest same-circuit peer to Rogers Charity Classic in terms of senior tour field and charity-centric positioning.
• AT&T Byron Nelson: Long-running PGA TOUR charity event operated by a non-profit foundation (Salesmanship Club of Dallas). Closest peer in terms of non-profit operating structure and charitable mission integration.
• Charles Schwab Cup Championship: PGA TOUR Champions season finale. Same senior tour, similar corporate-hospitality-driven revenue mix, and comparable premium sponsor profile (Charles Schwab).
• AT&T Pebble Beach Pro-Am: Iconic PGA TOUR charity event combining elite pro field with amateur Pro-Am participation and corporate hospitality, hosted at a single venue (Pebble Beach). Highly comparable structure to Rogers Charity Classic's Pro-Am and suite/skybox monetization.
• Waste Management Phoenix Open: The largest charity-driven golf tournament on PGA TOUR (raised $2.2B+ cumulative). Operates the same model: corporate sponsorship + ticket sales + hospitality funnel into charitable impact, and is the standard benchmark for high-elevation charity golf events.
• RBC Canadian Open: Canada's flagship PGA TOUR event and the most direct geographic comparable. Operates a similar national-charity-aligned sponsorship model (RBC title sponsor) and competes for the same Canadian corporate hospitality spend.
• Mitsubishi Electric Championship at Hualalai: PGA TOUR Champions season opener in Hawaii. Same senior tour, similar charity component, and comparable elite-field invitational positioning.
• The American Express: PGA TOUR event in the California desert with strong charity impact (Coachella Valley) and a Pro-Am component. Comparable in combining elite pro golf with charity/community impact and corporate sponsorship at a single venue.

Regional players

• Golf Canada: National governing body for golf in Canada. Not a tournament operator, but co-adjacent in the Canadian golf ecosystem that supports, sanctions, and amplifies the Rogers Charity Classic's domestic positioning.

Others

• Children's Miracle Network: Not a tournament but a charity beneficiary/network analog. Useful comparison as a fundraising-distribution intermediary for the same children's/youth charitable verticals the Rogers Charity Classic supports through Birdies for Kids.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/rogersclassic
• YouTubeyoutube.com/channel/UCRi5Iroq45fFsJmb8ajIKuA
• Facebookfacebook.com/shawcharityclassic
• LinkedInlinkedin.com/company/rogers-charity-classic
• Instagraminstagram.com/rogerscharityclassic

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Rogers Charity Classic