Western Financial Group has unveiled two new initiatives: a three-year partnership with the Winnipeg Blue Bombers and a national fundraising campaign through its non-profit arm to benefit children’s hospital foundations across Canada.
The company said it has entered into a multi-year agreement with the Winnipeg Blue Bombers of the Canadian Football League (CFL), with the company’s branding set to appear on the team’s home and away jerseys. The deal also includes fan engagement and community-focused initiatives in Manitoba.
Grant Ostir, CEO of Western Financial Group, said the partnership reflects a broader mission beyond business.
“The Winnipeg Blue Bombers are more than a football team – they are part of the fabric of Manitoba communities,” Ostir said. “At Western, we believe in standing beside the people and organizations that bring communities together. This partnership reflects our commitment to teamwork and doing the right thing for the communities we call home.”
Wade Miller, president and CEO of the Winnipeg Blue Bombers, said the deal would deliver tangible results for fans and residents alike.
“Western Financial Group has built their reputation on showing up for communities and caring for customers across the country, and that’s exactly what we do here every single game day,” Miller said.
The Blue Bombers, founded in 1930, play their home games at Princess Auto Stadium in Winnipeg and have won 12 Grey Cup championships, including back-to-back titles in 2019 and 2021. The agreement follows a similar partnership Western Financial Group announced with the Calgary Stampeders in 2025.
Meanwhile, Western Financial’s non-profit arm, the Western Communities Foundation (WCF), announced it will launch Quote for Hope on March 1, 2026 – a national fundraising campaign timed to mark the foundation’s 25th anniversary.
Under the campaign, $10 will be donated to a local children’s hospital foundation for every eligible home or commercial insurance quote submitted between March 1 and May 31, 2026, at QuoteForHope.ca. The foundation has capped total donations at $50,000.
Participating hospital foundations include BC Children’s Hospital Foundation, Alberta Children’s Hospital Foundation, Stollery Children’s Hospital Foundation, Children’s Hospital Foundation of Manitoba, Jim Pattison Children’s Hospital Foundation, SickKids Foundation, CHEO Foundation, Children’s Health Foundation (London), MacKids Children’s Hospital, Enfant Soleil, IWK Foundation, and Janeway Children’s Health and Rehabilitation Centre Foundation. According to WCF, 100% of donations remain local.
Michelle Mak, WCF director, said the campaign was shaped by a desire to find a cause with national reach and broad support.
“As we celebrate our 25th anniversary, we wanted to find a partner that our employees and customers could really get behind, with an impactful national scope,” Mak said. “Children’s hospital foundations are helping to provide essential care, research and resources for children and families across the country. This campaign reflects exactly why our foundation exists: to bring people together to create meaningful impact.”
Adam Starkman, president and CEO of Canada’s Children’s Hospital Foundations, said the campaign’s structure ensures funds reach those closest to the donors.
“Western Communities Foundation’s Quote for Hope campaign is a powerful example of how everyday actions can help kids access the best care and treatment possible,” Starkman said. “With 100% of donations directed to local hospital foundations, the campaign supports children and families in the communities where funds are raised — a meaningful way to mark Western Communities Foundation’s 25 years of community impact.”
