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Community Support


Focus on Partnerships

National Volunteer Week

April 23-29, 2017, is National Volunteer Week. At Manitoba Liquor & Lotteries, we are celebrating by recognizing all of our employees, alumni, and their family and friends who have volunteered in communities throughout Manitoba in the past year.

Last year, more than 580 Liquor & Lotteries volunteers generously gave 8,726 volunteer hours in support of 56 non-profit organizations and sport groups in Manitoba.  Additionally, employees surpassed our goal, set by the Canadian Blood Services, by making 179 blood donations.  Finally, we’re pleased to announce that we are on-track to exceed our goal of 10,000 volunteer hours in 2016/17, which will result in a $50,000 donation to the Employee Charity of Choice, benefitting children and youth in Manitoba.  So, our various programs help to ensure that every hour volunteered has an ongoing impact in communities throughout the province.   

We believe community support is about strengthening vital connections with people and their neighbourhoods. Volunteering enriches those who give and those who receive, and it represents an important contribution to our communities and society as a whole. 

In keeping with our spirit of community, we happily encourage our employees to donate their personal time and talents to the organizations they care about. It is also an opportunity for them to spend quality time with co-workers, family, and friends, while making a difference in their communities.  

We are extremely proud of the volunteer program we have here at Manitoba Liquor & Lotteries and thankful to all of our volunteers who generously contribute their time and effort. Their commitment supports our goals and more importantly grows this program and serves our community.


“Liquor & Lotteries volunteers are an integral part of helping us achieve our vision to contribute to our province in meaningful and impactful ways. In today’s world, everyone is busy. We are fortunate to have so many volunteers who understand the impact they have and generously give their time back to our community.”

- Peter Hak, President & CEO

In Community Funding

We support nonprofit community and charitable organizations in arts and culture, health, environment, education, sports and tourism. We support many of your favourite festivals and have a deep impact in your community through capital project funding, charitable poker tournaments, asset donations and many other community programs.


Volunteer hours

Employees, friends and family volunteer at our sponsored events and independently in their communities. We encourage and acknowledge volunteerism and community fundraising. It contributes to work-life balance, offers a chance to spend time with family and friends, and makes a difference in our communities.


Organizations helped

From organizations in arts and culture to health, the environment, education, sports and tourism, last year we supported 600 nonprofit community and charitable organizations. Through sponsorships, capital programs, asset donations and many more community programs we are working with you to make a difference in your communities.

Sponsorship Criteria

Manitoba Liquor & Lotteries enriches the lives of Manitobans through the return of revenue to the provincial government, as well as direct support to communities, local charities and non-profit organizations. We are committed to partnerships that build strong, vibrant communities and we take pride in a long history of charitable and sponsorship support. So, whether you kick up your heels at a community festival, get inspired by the performing arts or volunteer for a charitable cause that’s close to your heart, you’re likely to experience this support. In fact, Manitoba Liquor & Lotteries sponsors hundreds of community festivals, arts and cultural events and charitable fundraising initiatives throughout the province every year – providing millions of dollars in support – all with the goal of improving the quality of life for Manitobans.


We will consider sponsorship requests for event-based initiatives that align with our core business interests and promote quality of life in Manitoba through the support of arts, culture, community, health, social causes, sustainability and diversity. Funding is provided under the following program areas:

  • General Sponsorships 
  • Golf Tournaments
  • Community Festivals

Requests are accepted and managed online. Browse through the support categories below for more information and links to apply.

Basic Eligibility

To save you time, please check your organization’s eligibility before applying to a program. The following applies to all of our programs. We'll contact you about 30 days after we receive your application.


  • Meeting the following criteria does not guarantee approval for sponsorship. 
  • In order to maximize our sponsorship dollars across Manitoba, multiple requests for the same fundraising goal will generally not be considered.

To be considered, the applying organization must meet the following criteria:

  • be Manitoba based or have a Manitoba division/chapter;
  • have a Canada Revenue Agency registered charity number or be a registered non-profit organization. Consideration will be given to community organizations applying to the Festival Program, host committees for major events taking place in Manitoba, and organizations that have a direct business relationship with Manitoba Liquor & Lotteries; and
  • be able to demonstrate sound financial practices.

In addition, the event must:

  • be accessible to the general public and directed toward the community at large;
  • provide significant economic gains for the host community;
  • be viable without continued support from Manitoba Liquor & Lotteries; and
  • the majority of funds raised must stay in the Province of Manitoba and primarily benefit Manitobans.

Sponsorship requests will also be evaluated for promotional and strategic fit. The event should meet one or more of the following criteria:

  • provide significant activation and branding opportunities;
  • provide recognition and benefits to Manitoba Liquor & Lotteries and demonstrate a reasonable return on financial investment or corporate image;
  • reach a target audience specific to Manitoba Liquor & Lotteries’ business objectives and provide opportunities to promote our product brands;
  • have a direct business relationship to one or more of Manitoba Liquor & Lotteries’ business units or product lines;
  • provide an opportunity for social responsibility messaging;
  • provide an opportunity for gaming or beverage alcohol product education;
  • provide a volunteer opportunity for Manitoba Liquor & Lotteries’ employees.

We are unable to provide sponsorship support for:

  • for-profit organizations;
  • conferences, seminars and workshops;
  • events targeted primarily to children;
  • research projects;
  • capital funding, or core and/or ongoing operational costs;
  • endowment campaigns or projects;
  • political parties, political initiatives or candidates;
  • organizations with a controversial mission;
  • national or international initiatives whereby Manitoba is not the host;
  • religious organizations that limit accessibility and community inclusion;
  • individual or team pursuits (i.e. wedding socials, trips);
  • events/organizations of a narrow scope, e.g. limited audience and demographic;
  • fraternal organizations;
  • advocacy organizations; and
  • community club teams and events (i.e. Scouts, choirs, bands, athletic tournaments).

Support in the


Sport can play a major role in the physical and emotional well-being of children. The Flight Deck Program encourages youth involvement in amateur athletics, and recognizes the volunteer efforts of their coaches and assistant coaches. Sport teams can apply to attend a Winnipeg Jets or Winnipeg Blue Bombers home game.

More Info

We look for sponsorships that align with our core business interests and promote quality of life in Manitoba through arts and culture, health, major sporting events and broad based provincial initiatives.

Apply Here

The Community Festival Program builds stronger relationships with rural communities in Manitoba with a focus on volunteerism at the festivals, fairs and rodeos celebrated province-wide. These events have the opportunity to unify and celebrate their volunteer efforts and ensure the volunteers don’t go unnoticed.

Financial support is a maximum contribution of $2,000 using the formula of $20 per volunteer. For example, a festival with 75 volunteers would receive $1,500 (75 x $20). Branded shirts are also provided for volunteers to wear during the event. As part of our support, we seek the exclusive title sponsorship of “Volunteer Sponsor.” 

Application deadline:

  • January 1st for all festivals happening between April 1, 2017 and March 31, 2018.

How to apply:

  1. Review the Basic Eligibility criteria above.
  2. Download, fill out and save the Community Festival Program application form:
     Community Festival Program Form
  3. Click on the ‘Apply Here’ button below to start your online submission. At the end of the online submission, upload and attach your completed Community Festival Program form and supporting files.

*IMPORTANT: Please enter your festival name in the "*Request Name" field:

Apply Here

As part of our sponsorship of golf tournaments, our Community Events Team may participate, based on the terms of sponsorship. Apply prior to November 1 for consideration.


Apply Here

This program enables groups to volunteer at casino bingo sessions to generate funds. Applications are received and awarded by government-funded umbrella groups listed below. Each umbrella sets its own criteria for eligibility. The umbrellas provide us with a list of groups which are approved for funding. We are then responsible for scheduling those groups to volunteer and will process payment of funds after their bingo session is complete.

More Info

Our employees volunteer and fundraise in their communities for a wide variety of organizations. Together, they also select and support a Charity of Choice to receive up to $100,000. Each campaign is organized and managed by an employee-driven body called Employees Care by Helping Others (ECHO).  The program is open to registered charities based in Manitoba for programs and projects benefiting children and youth in our province.

When a new Charity of Choice is sought due to the current campaign nearing completion, an Invitation for Partnership is sent by the ECHO Board to selected charities in Manitoba. The invitation is made to charities registered on Volunteer Manitoba’s CONTACT database as supporting children/youth and meeting other Charity of Choice criteria.

For more information, please contact the ECHO Board Chair, Trent Crawford, at 204-957-2500 ext.4927.

Previous Charities of Choice

Support by


Organizations may request up to 48 decks of playing cards per fiscal year (April 1 to March 31). This limit is in place so that we can accommodate as many groups as possible in this popular program. Cards must be used for recreational purposes only, not be used by anyone under the age of 18, and not be re-sold. Please pick up cards within 3 weeks of receiving notification.

*IMPORTANT: Please enter your Organization name in the "*Request Name" field:

Apply Here

Does your organization need equipment or furniture? We occasionally have used assets that are available for donation. Organizations may submit a wish list of items needed by filling out an application form. We keep these forms on file until such items become available. Items are allocated on a first come first served basis.

*IMPORTANT: Please enter your Organization name in the "*Request Name" field:

Apply Here

We donate gift certificates or merchandise to a variety of fundraising community events as a way of demonstrating our commitment to local communities and causes. An item of approximately $25 value is typically provided to organizations (not individuals) that make requests.

*IMPORTANT: Please enter your Organization name in the "*Request Name" field:

Apply Here

Charitable organizations wishing to place a coin box in Liquor Mart retail stores are required to apply, in writing, to Community Relations on their organizational letterhead (which must include the charitable organization number).

The letter should state the charitable organization’s wish to be included in the coin box program and indicate the preferred display month (between January and October only). 

Request letters must be received by June 30th for placement during the following calendar year (i.e. all requests for Jan. - Dec. 2017 must be received by June 30, 2016). If selected, groups will be notified by the end of September.

To apply, please send your letter to:

Jaime Glenat (Ms.)
Manager, Charitable Programs
Community Relations & Partnerships
Manitoba Liquor & Lotteries
983 St. James Street
Winnipeg, MB  R3H 0X2
Phone: 204.957.2500 ext. 4977
Fax: 204.957.4934

*IMPORTANT: Please enter your Organization name in the "*Request Name" field:

Apply Here

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