Transforming Canada Through the Power of Sport Canadian Olympic Committee Annual Report | 2014 2 0
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TRANSFORMING CANADA THROUGH THE POWER OF SPORT CANADIAN OLYMPIC COMMITTEE ANNUAL REPORT | 2014 2 0 1 4 PRESIDENT’S CEO’S 2014 BY THE SOCHI OLYMPIC #WEAREWINTER CELEBRATION OF SPORT MARKETING FOUNDATION OPERATIONS MESSAGE REPORT NUMBERS WINTER GAMES EXCELLENCE P.4 P.6 P.8 P.12 P.16 P.20 P.22 P.26 P.30 P.32 PRESIDENT’S CEO’S 2014 BY THE SOCHI OLYMPIC #WEAREWINTER CELEBRATION OF SPORT MARKETING FOUNDATION OPERATIONS MESSAGE REPORT NUMBERS WINTER GAMES EXCELLENCE FRIENDS IN SPORT, In 2014, the Canadian Olympic Committee took and 5 bronze – making it Canada’s best ever Together, with all levels of government, our cor- further steps to enhance its mission of trans- Olympic Games result outside of North America. porate and sport partners, and the media, the forming our country through the power of sport. Together, we have re-enforced the concept of Canadian Olympic Movement continues to build Now is the time for our entire sport community ‘winning’ in Canadian culture, as opposed to the momentum needed to reach new heights in to become one Team in this effort. just ‘participating’. our collective history. And the work has already begun. Collectively, Once we returned home, our entire organization Yours in sport, we have placed a larger emphasis on col- turned our attention to celebrating our successes laborating with the federal government, our by gathering in six cities including Calgary for provinces, corporate Canada and our sport the Celebration of Excellence and Olympic Hall partners. Doing this has helped build tremen- of Fame Gala. Through the contributions of dous momentum among Canada’s national many Canadian Olympic supporters, we were Marcel Aubut sport federations – the foundation of our coun- able to honour Canada’s Olympic achievements try’s sport system. – both current and past – and in doing so, we raised more than $2 million net for the Canadian Through examples like the NSF Enhancement Olympic Foundation. Initiative and the Sochi Coaches Reward Pro- gram, we made important first steps to ensure Even beyond the field of play, we are not success in the future. The past 12 months have standing still. In fact, we are getting stronger made our trajectory much clearer and it is with by continuing to work together on numerous confidence that we travel on this path, together, long-term strategic goals. and continue to establish an even brighter future for sport in our country. Over the past year, efforts continued to ensure Canada’s national sport federations are best in Leading up to the Sochi 2014 Games, we did class. We have carved out more opportunities the most as an organization to facilitate optimal for us to work together to strengthen all areas of performances on and off the field of play. To their business, including the ability to generate compete against the world’s best we need all of more revenue and promote their sport. us working in unison because when we do that, the nation wins. Indeed 2014 was another banner year for the Canadian Olympic Movement. As we forge on And, as the world watched, Canada’s 224 Sochi into 2015 – the Year of Sport – our previous Olympians delivered marvellously. Overall, triumphs will continue to anchor our efforts in Canada finished near the top of the overall bettering this country’s sport system. medal count with 25 medals – 10 gold, 10 silver 4 PRESIDENT’S CEO’S 2014 BY THE SOCHI OLYMPIC #WEAREWINTER CELEBRATION OF SPORT MARKETING FOUNDATION OPERATIONS MESSAGE REPORT NUMBERS WINTER GAMES EXCELLENCE FRIENDS AND PArtners, We have come a long way together over these not to rest or be satisfied. Rather he is urging future, made possible by a shared vision that past few years and 2014 might have been our us all to continue to find ways, as we have these sport can play an important role in transforming biggest and boldest step yet. Our shared success recent years, to align our purpose and to work a nation. in recent time is helping us to realize a new together with the private sector to redefine the potential for all of us, both together and within potential of future generations of athletes and There is a growing feeling within our community our own mandates for the organizations we coaches. today that we can achieve most anything together. serve. Indeed these are exciting times. And so it is clear we have the momentum we Support like we in sport have all enjoyed from have always imagined could be possible. Already The Canadian Sport System is enjoying the private sector and government alike has we have seen the impact this momentum can momentum like never before. This momentum allowed us to address our challenges head-on. have on our country. In the months and weeks is changing our very nature and emboldening Today the Canadian Olympic Committee invests ahead we will again be witness to the power of our resolve as a community. And it continues to more than $100 million dollars in High sport to change lives. The Toronto 2015 PanAm build. More than this, it is now clear to us that Performance Sport in Canada. We are develop- Games will be a great reminder of what sport it is sustainable. ing new programs for our athletes and coaches, and all that it inspires in each of us can mean for and supporting our training facilities in co-oper- a city, a province and a nation. No doubt, there Corporate Canada has never been so supportive ative partnerships to engender and develop the will be new opportunities presented to us … and so willing to invest in the Canadian Olympic next generation of Olympians. We are working opportunities that can benefit Canada in ways Movement. Well beyond the afterglow of in close partnership and co-operatively with our we could not have perhaps imagined before Vancouver, many of our corporate partners have National Sport Federations to strengthen and Vancouver 2010. come to recognize the value and the power of support their daily missions in an effort to sport. There is a prevailing ‘long view’ of the enhance their marketing, leadership and tech- Our collective body of work in 2014 speaks for potential in the Olympic Movement and of the nical capacity from within. And we are starting itself in the truest sense. With a sharper focus impact and meaning sport can have on corpo- to work in partnership with the Provinces to find on our established shared objectives, we will rate brands and more broadly on their market alignment and shared purpose in one, long-term surely continue to find ways together to elevate reputation. High Performance Plan for the nation. Canada’s sport community to new heights. Government too has come to recognize this A future that is bright and appears optimistic It’s no longer just ‘a new day’… it is indeed a great potential of sport to transform our country. strengthens resolve and inspires stakeholders to new future. Let’s continue to embrace the Prime Minister Harper has personally led the call. partner for new solutions. In the coming months possibilities together. Under his leadership, the Federal Government and with the support of our National Sport Fede- has continued to support our athletes and our rations and Sport Institutes, we expect to begin Yours and together in sport, broader sport system. This government has to stare down issues that have been plaguing continued to support Own the Podium, our our system and those within it for years. Con- National Sport Federations and our Olympic and tinued support for our LGBTQ community is first Paralympic Sport Institutes in an effort to start and will soon be followed with efforts to address to shape the potential of our system. And it’s issues of mental health and wellness of our Chris Overholt clear they see a new future for sport in Canada. athletes and coaches. Moreover, we will continue Recently, Minister for Sport, the Honorable Bal to work in addressing the challenges of athlete Gosal called on the broader sport community to transition out of sport and into the next chapter move our collective vision forward together and of their lives. These are solutions for a new 7 PRESIDENT’S CEO’S 2014 BY THE SOCHI OLYMPIC #WEAREWINTER CELEBRATION OF SPORT MARKETING FOUNDATION OPERATIONS MESSAGE REPORT NUMBERS WINTER GAMES EXCELLENCE WHAT WE ACCOMPLISHED ... TOGETHER 2Games delivered: Sochi 2014 and Nanjing 2014 5Active Games cities in which staff were working: Toronto, Sochi, Nanjing, Rio, PyeongChang 25Olympic medals earned CANADA OLYMPIC HOUSE 27National and international marketing awards 15Partner activations at Canada Olympic House DIGITAL 224Athletes who wore the Maple Leaf 15,000Visitors to Canada Media3.5M impressions garnered from HBC’s 19M Website page views 2.8BDigital earned media impressions at Sochi 2014 Olympic House #RedMittens campaign PRESIDENT’S CEO’S 2014 BY THE SOCHI OLYMPIC #WEAREWINTER CELEBRATION OF SPORT MARKETING FOUNDATION OPERATIONS MESSAGE REPORT NUMBERS WINTER GAMES EXCELLENCE WHAT WE ACCOMPLISHED ... TOGETHER $ 30Partnerships and initiatives established with Raised at 2MOlympic Hall of Fame Gala school boards $ 200Attendees at the Rio 2016 Olympic Preparation Invested to2.4M support the enhancement of Workshop II 18 national sport federations $ 292Public events: 26% increase from 2013 Raised by9M the Canadian Olympic Foundation 1,371 Athlete appearances: 47% increase from 2013 1,040 New donors to the Canadian Olympic Foundation 326,685Students engaged in the Canadian Olympic School Program 10 PRESIDENT’S CEO’S 2014 BY THE SOCHI OLYMPIC #WEAREWINTER CELEBRATION OF SPORT MARKETING FOUNDATION OPERATIONS MESSAGE REPORT NUMBERS WINTER GAMES EXCELLENCE PERFORMANCE ON DEMAND Canada’s success at the Sochi 2014 Olympic Winter Games can be measured in many ways.