Mark Carney, in his quest for the Canadian prime minister position, adopted a sports-centric approach. His campaign slogan, “elbows up,” resonated across the nation, and he appeared in an ad with actor Mike Myers at a hockey rink’s edge. This strategy helped him secure victory in the election, leveraging hockey imagery to counter U.S. threats at the time.
The recent 4 Nations Face-Off tournament, the first best-on-best men’s hockey event since 2016, rekindled the feeling of being in a hockey arena for Canadians. The event culminated in Connor McDavid’s overtime goal, clinching a victory over the Americans.
Canadians have a strong affinity for hockey, but similar sentiments exist for other sports like the Blue Jays’ World Series win, the Raptors’ 2019 championship, Bianca Andreescu’s U.S. Open triumph, and the men’s 4×100-metre relay gold at the Paris Olympics.
Despite the widespread acknowledgment of sports’ benefits to the country, there hasn’t been a substantial political push to increase sports funding in Canada. Core funding for sports has stagnated for two decades, and some national sport organizations (NSOs) are facing budget cuts next year.
Adam van Koeverden, Olympic sprint kayak champion and current secretary of state for sport, emphasized the importance of sports in bringing communities together and called for increased funding and investment to develop this aspect further.
In a 2019 Deloitte report commissioned by the Canadian Olympic Committee (COC), it was revealed that a one percent rise in physical activity could save the government $1 billion annually, with sport tourism generating $7.4 billion for Canada in the same year.
The Future of Sport in Canada Commission, established in December 2023 and granted $10.6 million in federal funding, urged the government to urgently boost core funding for NSOs and national Para sport organizations.
Among the Commission’s 71 recommendations, funding emerged as the sole imperative issue. NSOs have been compelled to make significant budget cuts and reduce expenses, primarily impacting age-group teams and increasing youth registration costs.
The government recently announced a $4.5 million funding increase for community sport initiatives, with the 2025 federal budget set for release soon.
Reduced participation in sports from a young age could lead to decreased physical activity, straining the healthcare system and hindering the development of future Olympians, underscoring the necessity of sports funding as an investment.
NSOs heavily rely on government funding, with 90 percent of them considering it a primary revenue source. Corporate sponsorships, though relatively stable, present challenges for NSOs lacking broad appeal compared to prominent sports organizations.
Athletes are often left to promote themselves as organizations struggle to secure sponsorships, highlighting the financial burdens faced by athletes and the broader impact of funding cuts on sports development.
The escalating costs of international travel for sports events, coupled with the safe-sport crisis and exchange rate fluctuations, further strain the financial sustainability of NSOs and the overall sports system in Canada.
The ongoing challenges in securing adequate funding for sports in Canada persist, compounded by the safe-sport crisis and the need for long-term financial sustainability within the sports sector.
Efforts to address these issues and ensure a stable funding framework for sports organizations remain crucial to preserving Canada’s sporting legacy and nurturing future athletes.