The Canadian Olympic Committee revealed a 10-year strategic blueprint on Monday to reinforce its objective of revolutionizing Canada through the influence of sports. Known as Team Canada 2035, this initiative entails a private investment exceeding $500 million over the next decade, primarily sourced from the COC’s 39 marketing partners and donors of the Canadian Olympic Foundation.
David Shoemaker, the CEO and secretary general of the COC, emphasized the importance of sports in Canada, stating that the country has a deep-rooted sporting culture. While acknowledging the existing funding challenges in the sports system, Shoemaker highlighted that this strategy aims to channel private funding to areas where athletes can benefit the most.
Team 2035 is structured around three core pillars with the goal of positioning Canada as a leading sporting nation globally. These pillars include “Podium,” striving to rank among the top five nations in combined medal count at both the Summer and Winter Olympics, “Play,” which aims to inspire and engage an additional one million youth in organized sports, and “Planet,” focusing on advocating for climate action to protect sporting environments.
The objectives of Team Canada 2035 were developed in consultation with the Canadian sports system and will be implemented in collaboration with national sport organizations and various sport partners. The COC aims to enhance the Canadian sports system by ensuring improved funding, coordination, and sustainability while promoting safe, inclusive, and accessible sports for all participants.
The COC’s ongoing initiatives align with the Team Canada 2035 strategy, including continued funding for national sport organizations, innovative support programs for high-performance athletes, and efforts to increase youth participation in sports. Collaborative projects like the Bell Starting Line program are also being introduced to support newcomer youth engagement in sports.
Various stakeholders within the sports community, including Volleyball Canada CEO Mark Eckert and COC Athletes’ Commission chair Philippe Marquis, have expressed their support for the 10-year strategic plan. They view it as a significant advancement in elevating the sports system and placing athletes at the forefront of the COC’s strategy.
Jacqueline Ryan, CEO of the Canadian Olympic Foundation, emphasized their commitment to supporting athletes at all levels, while Dustin Heise, CEO of Canada Snowboard, highlighted their excitement to collaborate with the COC in achieving podium success, engaging more youth in snowboarding, and preserving winter sports environments essential for the sport’s growth.