Mark Carney took a unique approach to his campaign for Canada’s prime ministerial election by incorporating sports. His “elbows up” slogan resonated across the country, and he featured in an advertisement with famous actor Mike Myers near a hockey rink’s boards. Carney’s strategy, leveraging hockey imagery, successfully secured him the election victory, rallying votes amid challenges from the United States.
The recently concluded 4 Nations Face-Off, the first top-tier men’s hockey tournament since 2016, reignited Canadians’ passion for the sport. The event culminated in Connor McDavid’s decisive overtime goal to defeat the American team, evoking a sense of unity and pride.
While hockey holds a special place in Canadian hearts, other sports also evoke strong emotions, such as 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 appreciation for sports, there is a noticeable lack of political action to boost funding for sports in Canada. Core funding for sports has stagnated for two decades, and several national sport organizations face impending budget cuts next year.
Adam van Koeverden, the Olympic sprint kayak champion and current secretary of state for sport, emphasized the importance of investing in sports to foster community cohesion and development. He highlighted the need for increased funding and investment at all levels to sustain and enhance the sports sector.
The significance of sports to the nation was underscored in a Deloitte report commissioned by the Canadian Olympic Committee in 2019. The report revealed that a one percent rise in physical activity could save the federal government $1 billion annually, and sport tourism generated $7.4 billion for Canada in the same year.
The recent recommendations from The Future of Sport in Canada Commission, backed by $10.6 million in federal funding, urge the government to promptly enhance core funding for national sport organizations and Para sport organizations.
The report stresses the urgency of adequate funding to support operational needs, prioritize long-term goals, and enhance safe sport practices. Among the 71 recommendations put forth by the Commission, the call for increased funding stands out as the sole “urgent” directive.
Despite the federal government injecting over $1.3 billion into the sport system in the last five years, many national sport organizations have had to implement significant cost-cutting measures. This financial strain primarily impacts grassroots programs, leading to reduced support for age-group teams and increased registration fees for youth, thereby creating barriers to entry.
Canada Basketball CEO Mike Bartlett highlighted the dilemma faced by NSOs, where expenses primarily affect lower levels due to their reliance on revenue generated by elite teams and corporate partnerships. This financial pressure jeopardizes the development of sports at the grassroots level.
