Insuring a national sports organization like Rugby Canada involves far more than covering a single team, according to Sarah Hanson (pictured), senior vice president, national sales leader at NFP, who said a program at that scale has to account for an entire governing structure rather than one activity.
"It's a layered, highly specialized program covering an entire national sports organization, but it's a lot more than just covering a team," Hanson said. "It's the governing body, it's the national teams, it's the provincial teams, and then events, volunteers, directors, coaches, and then the grassroots operation across the country as well."
That scope requires multiple policies working in tandem, Hanson said, and the complexity only grows as an organization's activities become more varied, particularly around fundraising and community events.
"There's complexity in terms of the scale and diversity of activities taking place, particularly with something that when awareness is trying to be raised, for example, or fundraising is being done, there can be a lot of creativity around events," Hanson said.
NFP's relationship with Rugby Canada extends beyond that of a typical broker. The firm also serves as the organization's official sponsor, a dual role Hanson said comes with its own particular dynamic.
"It's definitely interesting to be both, I think from the outside, because they're two distinct relationships," Hanson said. "But we really bring those relationships together to one commitment. As the broker, we're protecting the organization, and as the sponsor, how do we help grow the game?"
NFP recently extended its sponsorship agreement with Rugby Canada through 2028.
Being embedded in the sport as a sponsor, not just as an underwriter, has changed how NFP understands the risks Rugby Canada actually faces day to day, Hanson said, since the firm sees the organization's work up close rather than only through policy renewals.
"We understand the risks that the client faces in a different way because we're very close to them from a building-the-program standpoint," Hanson said.
That closeness is most visible in NFP's grassroots initiative, Let's Play Rugby, which Hanson said has introduced nearly a thousand girls to non-contact rugby over the past three years.
"In partnership with that, we're creating pathways for girls age 13 to 16 to discover the sport, foster long-term participation and build their skills," Hanson said. "Our knowledge of the fantastic efforts that Rugby Canada is doing when they're bringing the girls on really helps us as a broker understand the risks better."
Beyond grassroots development, NFP has also built a Career Pathway program to help athletes explore and build careers beyond the game. The program offers paid internship and employment opportunities for eligible Rugby Canada Men’s and Women’s National Team players living and playing in Canada.
"We’ve had players join us for several years as NFP staff, " Hanson said. "One being Sophie De Goede, captain of the Women’s National Team and 2025 World Rugby 15s Player of the Year."
Hanson said she sees a natural connection between the discipline required of elite athletes and the qualities that tend to translate well into business and brokering, a link she has watched play out both professionally and personally as a parent of a competitive athlete.
"Athletes are training to perform under pressure," Hanson said. "They have to be very diligent and driven in order to do so. There's a level of competitiveness, a level of self-discipline, holding yourself accountable, being able to work well with others and being able to align on initiatives towards a common goal."
That mindset, she said, is part of what makes supporting athletes beyond the field personally meaningful to her, particularly when it comes to creating opportunities for girls in team sports.
"I played sports and my daughter plays sports at a pretty high level, " Hanson said. "Facilitating opportunities, especially for girls to get into a team sport, is something that I'm personally very passionate about and proud that it’s also a priority for NFP."
