In his quest to become Canada’s prime minister, Mark Carney utilized sports as a strategic tool. His campaign slogan, “elbows up,” resonated across the country, and an advertisement featuring iconic actor Mike Myers beside a hockey rink’s boards bolstered his candidacy. Carney’s victory in the election was attributed to leveraging hockey imagery to unite voters and counter American threats.
The recent 4 Nations Face-Off tournament, the first best-on-best men’s hockey event since 2016, revived the nostalgic feeling of being in a hockey rink for Canadians. Connor McDavid’s overtime goal against the Americans further fueled the nation’s passion for hockey. While Canadians exhibit strong support for hockey, other sports like the Blue Jays’ World Series win, Raptors’ 2019 championship, Bianca Andreescu’s U.S. Open triumph, and the men’s 4×100-metre relay gold at the Paris Olympics also evoke national pride.
Despite the evident importance of sports to the country, there is a lack of urgency in increasing funding for sports in Canada. Core funding has stagnated for two decades, and several national sport organizations (NSOs) are facing budget cuts next year. Adam van Koeverden, the Olympic sprint kayak champion and current secretary of state for sport, emphasizes the need to develop sports further and enhance funding opportunities to benefit all levels of athletes and organizations.
A Deloitte report commissioned by the Canadian Olympic Committee in 2019 highlighted the significant financial impact of physical activity and sport tourism on the economy. The Future of Sport in Canada Commission, supported by $10.6 million in federal funding, urgently recommended increasing core funding for NSOs and Para sport organizations to enhance operational capabilities and ensure safe sport practices.
While the federal government has invested over $1.3 billion in the sport system in the past five years, NSOs are facing financial constraints, leading to cuts in programs and increased registration costs. The reliance on funding from senior national teams poses challenges for NSOs, affecting support for age-group teams and youth development programs. Canada Basketball’s CEO, Mike Bartlett, emphasized the importance of sustainable funding to maintain sports programs and drive innovation.
The recent announcement of a $4.5 million boost in funding for community sport initiatives is a positive step, but the broader implications of inadequate funding, such as reduced participation, strain on the healthcare system, and hindered athlete development, underscore the need for sustained financial support. Sport funding is viewed as an investment that can drive innovation and transformation, enabling NSOs to focus on grassroots development and long-term sustainability.
NSOs heavily rely on government funding, with 90% of organizations citing it as a primary revenue source. Corporate sponsorship plays a crucial role, but smaller NSOs struggle to attract sponsors compared to more popular sports. Athletes often bear the burden of securing sponsorships and promoting themselves to generate income, highlighting the financial challenges faced by Canadian athletes.
The financial strains on NSOs extend beyond operational costs to include currency exchange fluctuations, high travel expenses for international competitions, and the evolving need for safe sport practices. The emphasis on safe sport initiatives, while essential, adds to the financial burden on organizations already facing funding challenges. The Canadian sport system’s financial struggles require comprehensive solutions to ensure the sustainability and growth of sports in the country.
