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Tom Eagles, dominion president of the Royal Canadian Legion, said spending $500,000 to become a signature sponsor of the games was a “no-brainer” for his organization. The sponsorship money will flow from the legion’s poppy fund, which comes from annual poppy sales.

“It’s money well spent, as far as I’m concerned,” Eagles said of the $500,000 contribution.

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According to the legion’s website, grants from the poppy fund are available to veterans “who are in financial distress. Grants are available for food, heating costs, clothing, prescription medication, medical appliances and equipment, essential home repairs and emergency shelter or assistance.”

To receive money from the fund, a veteran must undergo “a financial means test” to ensure they actually need the assistance.

Mike Blais, president of Canadian Veterans Advocacy, said while the Invictus Games are a worthy event and the sponsorship would be good public relations for the legion, which is struggling to attract members, it shouldn’t be financed from donations collected through the sale of poppies.

“I think it’s inappropriate to use the poppy funds for any other reason than to assist veterans in distress,” he said.

“Canadians gave that money in good faith to assist disenfranchised veterans and do some good in a community that is plagued with high rates of suicide and homelessness.”

The Invictus Games boasts that it offers sponsors the potential to increase their brand recognition, engage in business networking and “unique hospitality benefits,” along with supporting young competitors.