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The Canadian Olympic Committee on Monday announced a 10-year strategic plan to strengthen its mission to transform Canada through the power of sport.
Backed by the Canadian sport system, Team Canada 2035 represents more than a $500-million private investment over the next decade, driven primarily by the COC’s 39 marketing partners and Canadian Olympic Foundation donors.
“We believe Canada is a sporting nation at heart, and that sport matters to Canadians now more than ever,” COC CEO and secretary general David Shoemaker said in statement.
“This strategy cannot solve the immense funding gap that still exists in the sport system, but it does direct private dollars to areas where athletes will feel their impact the most.”
Team 2035 is built around three pillars, each aiming to help position Canada as one of the world’s lead sporting nations.
Podium: Becoming a top-five nation by combined medal count at Summer and Winter Olympics.
Play: Inspiring and engaging one million more young people to participate in organized sport.
Planet: Championing climate action to preserve our sporting environments.
2004 Olympic champion Adam van Koeverden outlines his vision for reshaping Canada’s sports system—from grassroots participation to high-performance excellence.
The goals were developed in consultation with the Canadian sport system and will be delivered in collaboration with national sport organizations and other sport partners, COC marketing partners and others across the sport ecosystem.
The COC seeks to elevate the Canadian sport system to ensure it is better funded, co-ordinated and more sustainable while continuing to champion safe, inclusive and barrier-free sport for all participants.
“The plan aligns with our own organization’s goals of supported and sustainable high-performance pathways and athlete-centred success, while recognizing the importance of play and inclusion,” Volleyball Canada CEO Mark Eckert said.
Philippe Marquis, the COC Athletes’ Commission chair, called the 10-year strategic plan an “ambitious step forward in elevating the sport system” putting Olympians and the generation of athletes at the heart of the COC’s strategy.
“Leaning into three essential pillars,” said the two-time Olympic freestyle skier, “[COC] leadership will support the athletes’ journey in all critical areas and set precedent that will inspire others to rally behind.”
CBC’s Power & Politics host David Cochrane sat down with Canadian Olympic Committee Chief Executive Officer and Secretary General David Shoemaker and Olympic and world champion sprinter Andre De Grasse, to discuss the COC’s call to increase funding to Canada’s sport system.
Highlights of the COC’s current planning aligned with the Team Canada 2035 strategy:
- Sustained funding for national sport organizations, with the aim of partially addressing the persistent challenges they face.
- New innovative high-performance supports, such as training camps, to support Olympic hopefuls for Los Angeles 2028 and French Alps 2030. Also, expanding programs like RBC Training Ground, which aim to find and fund the next generation of Canadian Olympians.
- Driving youth participation in organized sport. The COC previously made a $3.5 million commitment to launch a participation incubator, working with NSOs to build or expand sport programs and increase collaboration with equity serving groups and Indigenous sport governing bodies.
Complementing this work are marketing partner programs like the new Bell Starting Line program designed to support newcomer youth participation in sport.
“We’re proud to support athletes across the country at every stage of their journeys, from grassroots to the Olympic stage,” said Jacqueline Ryan, Canadian Olympic Foundation CEO.
Added Canada Snowboard CEO Dustin Heise: “We’re thrilled to be working with the COC on its commitment to continue topping the [medal] podium, getting more youth engaged in snowboard, and preserving the winter environments we need for our sport to thrive.”
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