Key Takeaways
- The COC’s Team Canada 2035 plan represents more than $500 million in private investment over the next decade, funded by 39 marketing partners and Canadian Olympic Foundation donors
- The “Play” pillar aims to bring 1 million more young people into organized sport, backed by an initial $3.5 million commitment to launch a participation incubator
- Canada currently ranks top five in winter Olympic sports but finished 12th at the 2024 Paris Summer Games
- The COC acknowledges grassroots sport is “becoming increasingly inaccessible” and plans to expand collaboration with equity-serving groups and Indigenous sport governing bodies
- Core federal funding for national sport organizations has not increased since 2005
A Three-Pillar Framework for Canadian Sport
The Canadian Olympic Committee unveiled its Team Canada 2035 strategic plan on January 26, just 11 days before the Milano Cortina 2026 Winter Olympics opening ceremonies. The 10-year initiative centers on three pillars: Podium, Play, and Planet.
The Podium pillar targets making Canada a top-five nation by combined medal count at both Summer and Winter Olympic Games. The Play pillar focuses on youth participation, while Planet addresses climate action to preserve sporting environments.
“This isn’t just about Olympic success. It’s about how important sport can be to the lives of Canadians,” said David Shoemaker, CEO and Secretary General of the COC.
Youth Participation Takes Center Stage
The Play pillar carries direct implications for the youth sports industry. The COC has committed an initial $3.5 million to launch a participation incubator that will work with National Sport Organizations to build or expand programs and increase collaboration with equity-serving groups and Indigenous sport governing bodies.
Shoemaker acknowledged the current state of grassroots access. “The Canadian sport system and sport at the grassroots level is becoming increasingly inaccessible,” he said. “We believe that we need to work hard at creating greater access.”
The plan highlights existing NSO programs as models, including Tennis Canada’s First Serve initiative and Canada Snowboard’s Indigenous snowboard team. New marketing partner programs like Bell Starting Line will specifically support newcomer youth participation.
Climate Action and Athlete Wellness
The Planet pillar addresses environmental concerns affecting both winter and summer athletes. The COC commits to reducing its carbon footprint by 50% by 2030 and reaching net zero by 2040. The organization will disclose its carbon footprint annually using 2022 as the baseline.
Shoemaker cited specific athlete concerns, including melting glaciers affecting ski training and beach volleyball players Melissa Humana-Paredes and Brandie Wilkerson describing challenges from extreme heat and wildfire smoke.
The plan also emphasizes athlete support through existing programs like Game Plan, physical and mental health resources, and direct-to-athlete initiatives including the OLY Canada Legacy Grant and Team Canada Podium Awards.
What This Means for Youth Sports Organizations
The COC developed Team Canada 2035 over two years, with goals approved by Canada’s national sport organizations in early 2025. The plan was also presented to the Future of Sport in Canada Commission, which issued an interim report in August focused on making sport safer and more accessible.
For youth sports operators, the initiative signals increased private-sector investment flowing into grassroots programming through NSO partnerships. The participation incubator model could create new funding channels and collaborative opportunities for organizations working to expand youth access.
The COC’s explicit acknowledgment of accessibility challenges and commitment to measurable participation goals provides a framework that may influence both public and private investment in Canadian youth sports over the coming decade.
via: The Globe and Mail / Olympic CA
photo: Adrian Wyld/The Canadian Press
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