The Canadian Olympic Committee unveiled a 10-year strategic blueprint on Monday to enhance its mission of transforming Canada through the influence of sports. Known as Team Canada 2035, the initiative involves a private investment exceeding $500 million over the next decade, primarily 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 significance of sports in Canadian society, stating, “We believe Canada’s core identity is rooted in sports, and its importance to Canadians has never been greater.” While acknowledging the substantial funding gap in the sports system, Shoemaker highlighted the strategic plan’s focus on directing private funding to areas that will have the most impact on athletes.
Team 2035 is structured around three key pillars aimed at positioning Canada as a leading sporting nation globally. These pillars include “Podium,” which targets Canada becoming a top-five nation in combined medal counts at the Summer and Winter Olympics; “Play,” which aims to inspire and engage an additional one million young participants in organized sports; and “Planet,” which focuses on advocating for climate action to safeguard sporting environments.
The strategic goals were crafted in consultation with the Canadian sports system and will be implemented in collaboration with national sports organizations and various sport partners. The COC’s objective is to elevate the Canadian sports system by ensuring better funding, coordination, and sustainability while promoting safe, inclusive, and accessible sports for all participants.
Several initiatives under the Team Canada 2035 strategy have already been put into action. These include sustained funding for national sport organizations to address ongoing challenges, the introduction of innovative high-performance support programs for aspiring Olympians, and efforts to boost youth participation in organized sports. Additionally, marketing partner programs like the Bell Starting Line initiative have been introduced to support newcomer youth engagement in sports.
Leaders in the sporting community have praised the COC’s long-term strategy, with Volleyball Canada CEO Mark Eckert commending its alignment with sustainable high-performance pathways. Philippe Marquis, Chair of the COC Athletes’ Commission, described the plan as a significant step forward in enhancing the sports system, emphasizing the focus on athletes and inspiring future generations. Other sports executives, including Jacqueline Ryan of the Canadian Olympic Foundation and Dustin Heise of Canada Snowboard, expressed their enthusiasm for the COC’s commitment to athlete support and sports development initiatives.