sign in sign up
<<
Home , Carey Price, Dara Howell, Hayley Wickenheiser, Kaillie Humphries, Kirsten Wall, Kyle Shewfelt

TRANSFORMING THROUGH THE POWER OF SPORT CANADIAN OLYMPIC COMMITTEE ANNUAL REPORT | 2014 2 0

1 4 PRESIDENT’S CEO’S 2014 BY THE 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- result outside of . 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 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 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 , 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 19MWebsite 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. Undeniably, much of this success is because of the Canadian Olympic Committee’s (COC) fully integrated and collaborative effort among each department and sport federations. This was expressed on the field of play and especially in Canadian hearts and minds before, during and after the Games.

READY TO TAKE ON THE WORLD campaigns, hosting programs, employee Sochi 2014 content in English or in French SUPPORTING THE NEXT GENERATION engagement efforts and public relations across all platforms. With an athlete team size of 224 and with five efforts, most integrating marquee athletes The Canadian Olympic School Program brought years of planning we were ready for Sochi, and especially at Canada Olympic House. CANADA OLYMPIC HOUSE the Games directly to classrooms through the bringing new initiatives and services, overcoming GO CANADA bulletin board and My Podium any challenges. The Mission Team – led by our CONNECTING WITH CANADIANS With specific vision and planning, COH provided Pages, as well as the Destination Sochi resources. great Chef de Mission Steve Podborski and a collective sense of ‘home’ for our Olympic Engagement with schools, clubs and families Assistant Chefs de Mission Jean-Luc Brassard Digital content was paramount in Sochi and we family. More than 15,000 people visited over through the GO CANADA live photo blog helped and France St. Louis – helped deliver as a led a best-in-class experience for Canadian fans the course of Games as we played host to 36 not only promote the performance partner to each of our winter delivering the experience of being at the Games events in its space in celebration of Canada’s Movement but also offer National Sport Federations. The Team followed through medal-moment executions, a live blog Olympic athletes and coaches. Working with a tangible understanding “The time for flag bearer Hayley Wickenheiser into the - covering all sports, in-venue content coverage the local organizing committee and multiple of the Olympic Values in ing Ceremony and the COC put forth a tightly and the Bell Lens photo experience. In fact, our vendors to manage the location, design, build, real time. executed and highly integrated onsite Sport and Twitter engagement was higher than any other maintenance and tear-down of the House, dreaming is over, Team Services plan. This elite level of service National Olympic Committee. our Events team led the project from ideation Because the Canadian extended to our corporate partners, the youth to execution. In particular, COH was an ideal Olympic Foundation’s community and our fans on a day-to-day basis SOCHI ONLINE backdrop for a total of 15 Partner activations as mission is to financially and now it’s time and continued to, long after bobsledders Kaillie well as hosting inside the Olympic environment, support Olympians, future Humphries and carried the 1M Email newsletter engagements facilitating critical services, product and Olympians and the coun- nation’s flag at the Closing Ceremony. 15.8M Website page views: 773% increase funding for our athletes’ friends and family. try’s sport system, Sochi to be great.” over London 2012 2014 provided a perfect - Steve Podborski TEAM UNITY 2.3B Overall media impressions earned Connectivity | Bell platform for new levels of Team Canada Apparel | HBC measurable engagement Never before has the Canadian Olympic Team MAKING OUR MESSAGE MATTER Concierge services | Hilton — leading to more financial backing been more unified in knowledge, purpose Food & beverage | Molson, General Mills from donors. and performance planning. This showed in a The Canadian Olympic story during Sochi 2014 Family room | Canadian Tire well-executed, integrated, on-site Sport and touched the global population in unprecedented ALWAYS IMPROVING Team Services plan in Sochi. More importantly ways thanks to the steadfast work of national COLLABORATIVE HOSTS the Team Services group put actionable and international media. This was because To complete the Sochi 2014 project, the COC emphasis on not only sharing high-performance of the diligent planning, execution, crises A space of this magnitude and appeal happens debriefed nearly 900 people with surveys and knowledge in a multi-sport environment but management and relationships the COC put only through honest collaboration. It’s safe to a series of one-on-one sessions with athletes, also resources and structure. This work proved forth — hand in hand with each National Sport say every department within the COC played coaches, NSF high performance directors, area fruitful in Canada’s results from the field of play Federation. a role in making the House as successful as leads and Own The Podium. This discussion in Sochi, but it also showed in the overwhelming it was. From the look and feel of its brand to continued with focus groups, partners and spe- reception and feedback among performance During the Sochi Games, our athletes’ stories facilitating digital content, media availabilities, cialists through surveys. The extensive debrief partners to continue embracing a complete were shared in Canada and worldwide by way of intricate IT connectivity, staffing VIPs, interna- surfaced key information for us to increase our One Team strategy for even bolder results in more than 40 press conferences, media tional relations, food services and to volunteer services in assisting the athletes and coaches the future. availabilities and 13 Olympic medal celebrations, management, it was truly a group effort. who represent Canada at any Games. supported by our internationally lauded media OUR PARTNER’S BEST PARTNER guide. The medal celebrations, held at Canada Olympic House (COH), were communicated Each of the COC’s 33 corporate partners created with the help of 37 international media outlets. and executed activations around the Sochi 2014 Thanks to our official Sochi 2014 media partner, Canadian Olympic Team. Some key activations CBC/Radio-Canada, more than 33.35 million included national consumer promotions, brand Canadians viewed at least some

12 • Jamie Benn, Duncan Keith, Mike Smith, Patrice Bergeron, Chris Kunitz, 15 Martin St. Louis, Jay Bouwmeester, , P. K. Subban, Jeff Carter, Patrick Marleau, , , Rick Nash, ,

«¢£«¢ª¡¤ Drew Doughty, Corey Perry, Marc-Édouard Vlasic, Matt Duchene, Alex Pietrangelo,

ª¢ Shea Weber, Ryan Getzlaf, , Dan Hamhuis, Patrick Sharp - : Men

• Charle Cournoyer - Short Track Speed Skating: Men’s 500m OPERATIONS

• , , E.J. Harnden, Ryan Harnden, Caleb Flaxey – : Men «¢¡«¢ª¡¤

ª¢ • - : Ladies’ Ski Cross

• - Freestyle Skiing: Ladies’ Ski Cross FOUNDATION

• Meghan Agosta-Marciano, Rebecca Johnston, Lauriane Rougeau, , Charline Labonté, Natalie Spooner, Mélodie Daoust, Geneviève Lacasse, , Laura Fortino, Jocelyne Larocque, Jenn Wakefield, Jayna Hefford, Meaghan Mikkelson, Catherine Ward, Haley Irwin, , Tara Watchorn, Brianne Jenner, Marie-Philip Poulin, Hayley Wickenheiser - Ice Hockey: Women «¢ª«¢ª¡¤

ª¢ • , , Jill Officer, Dawn McEwen, Kirsten Wall - Curling: Women MARKETING

• , Heather Moyse - : Women’s Two-Man ¡©«¢ª¡¤ « ª¢

• Mike Riddle - Freestyle Skiing: Men’s Halfpipe ¡¨«¢ª¡¤ «

ª¢ • Marie-Ève Drolet, Jessica Hewitt, Valérie Maltais, Marianne St-Gelais - Short Track Speed Skating : Ladies’ 3000m Relay SPORT

«¢ª¡¤ • Tessa Virtue, Scott Moir - Figure Skating: Ice Dance § «¡ ª¢

• Dominique Maltais - Snowboard: Ladies’ Snowboard Cross «¢ª¡¤ ¦ «¡ CELEBRATION OF CELEBRATION EXCELLENCE ª¢ • Jan Hudec - Alpine Skiing: Men’s Super-G

¥«¢ª¡¤ • Denny Morrison - Long Track Speed Skating: Men’s 1500m «¡ ª¢ ¢ª¡¤

¤« • - Figure Skating: Men «¡ ª¢ «¢ª¡¤ #WEAREWINTER • Denny Morrison - Long Track Speed Skating: Men’s 1000m ¢ «¡ ª¢

• Kim Lamarre - Freestyle Skiing: Ladies’ ¡¡«¢ª¡¤ «

ª¢ • Dara Howell - Freestyle Skiing: Ladies’ Slopestyle SOCHI OLYMPIC OLYMPIC SOCHI GAMES WINTER

• Mikaël Kingsbury - Freestyle Skiing: Men’s Moguls

• Alex Bilodeau - Freestyle Skiing: Men’s Moguls ¡ª«¢ª¡¤ « ª¢ ABLE

• Charles Hamelin – Short Track Speed Skating: Men’s 1500m BY THE THE 2014 BY NUMBERS AL T

• Patrick Chan, Kevin Reynolds, Kaetlyn Osmond, Tessa Virtue, Scott Moir, Kirsten Moore-Towers, Dylan Moscovitch, Meagan Duhamel, Eric Radford - Figure Skating: Team Event «ª©«¢ª¡¤ ª¢

• Chloé Dufour-Lapointe - Freestyle Skiing: Ladies’ Moguls CEO’S CEO’S REPORT

• Justine Dufour-Lapointe - Freestyle Skiing: Ladies’ Moguls «ª¨«¢ª¡¤ ª¢ A THE ON MED • Mark McMorris - Snowboard: Men’s Slopestyle

¡ § £ ¢ ¥ ¨ ¤ ¦ ©

¡ª D ANA PRESIDENT’S PRESIDENT’S MESSAGE

14 C PRESIDENT’S CEO’S 2014 BY THE SOCHI OLYMPIC #WEAREWINTER CELEBRATION OF SPORT MARKETING FOUNDATION OPERATIONS MESSAGE REPORT NUMBERS WINTER GAMES EXCELLENCE

OWNING THE SEASON

On the first day of 2014, the Canadian Olympic Committee put into market the most AT A GLANCE robust and interactive Olympic campaign this country has ever seen. In the end 7 TV spots; 8 digital documentaries; #WEAREWINTER garnered international reach and accolades, including a prestigious 12 print ads; 13 out-of-home ads. Clio award. Its message left a bold mark on the country that resulted in very similar 19 athletes featured: 12 English, 7 French; 9 women, 10 men; 10 sports; 3 cities. campaigns in the sport marketing community. Most importantly, however, it inspired $15.1M in donated media. performance among our athletes and coaches. New media partners signed including Cineplex, Twitter, and Cieslok. 1.7B #WEAREWINTER media impressions, 29% of which were driven by fans. DIGITAL DELIVERY More than 1 million Canadian fans crafted tweets with the hashtag #WeAreWinter. Though #WEAREWINTER was a fully integrated 38.5M traditional earned media project among all departments, its enormous (PR) impressions. reach and influence was a result of digital Full corporate partner engagement. strength. Social media operated as the linchpin Winner of 27 awards including a (global) to its success both before and during the Sochi Silver Sport Clio for integrated campaign and 2014 Games, directly connecting Olympic a Canadian Marketing Award bronze. athletes and their stories to more Canadian The campaign garnered 30% awareness fans than ever before. In fact, during the Games (vs. 21% for #GiveYourEverything), #WeAreWinter was the most used hashtag with 35% of Canadians perceiving the across the globe after #Sochi2014. campaign as ‘extremely unique’ (vs. 25% for #GiveYourEverything). WINNING WINTER The #WeAreWinter brand launch was covered by more than 60 national and international Overall the success of the campaign exceeded media outlets. all objectives by driving brand awareness and equity measures, spearheading engagement via digital, generating PR buzz, adding partner value, and ultimately elevating the sport community via athlete recognition and interest. This included promotion to students and schools through the Social Media Study resource of the Canadian Olympic School Program and at the grassroots level during athlete appearances. “Spreading the power of sport and uniting all Canadians is truly what this (campaign) is all

about.” - Charles Hamelin

16 17 PRESIDENT’S CEO’S 2014 BY THE SOCHI OLYMPIC #WEAREWINTER CELEBRATION OF SPORT MARKETING FOUNDATION OPERATIONS MESSAGE REPORT NUMBERS WINTER GAMES EXCELLENCE PRESIDENT’S CEO’S 2014 BY THE SOCHI OLYMPIC #WEAREWINTER CELEBRATION OF SPORT MARKETING FOUNDATION OPERATIONS MESSAGE REPORT NUMBERS WINTER GAMES EXCELLENCE

IT TAKES A VILLAGE

“Getting to The 2014 Celebration of Excellence (COE) in June was our chance to bring the Olympic Movement to life for Canadians at home. Led by the Events team, the fully integrated project was both grand in scope and connect with all of expectations which involved more than 200 Olympians, Paralympians and coaches. The event delivered on all fronts, including a nationwide Heroes Tour, a downtown Calgary parade and an elegant Hall of Fame Gala and our fans on such live auction that garnered more than $2M for athletes and coaches through the Canadian Olympic Foundation a grassroots and legacy coach fund in Calgary. Our Gala hosted 1268 attendees who sat at the 108 tables sold.

level ... This is what BRINGING THE GAMES HOME SCHOOL OF OLYMPIC THOUGHT

Promotion and communications were key The 2014 version of our Celebration of Excellence sport is all about.” in delivering the COE story both locally and was a springboard for our Canadian Olympic - Jennifer Jones, Curling across the country. A sizable effort was put in School Program — which leveraged the event to place, including tapping all possible Calgary directly reach an unprecedented number of outlets for free media comprising TV, print, students in a meaningful way over just a two-day radio, digital screens, pole banners, two press period. This included the creation of the Cele- conferences, eight press releases and 13 inter- bration of Excellence supporting educational views with Sochi 2014 Olympians. Many creative resource and full logistical planning and elements were also designed and produced for execution of the Heroes Tour. both promotion and execution. In the end, the event generated 84 news articles and a total of HEROES TOUR AT A GLANCE 11,435,482 earned media impressions signifying its magnitude and importance to Canadians and 1 Olympic Fair Canadian media. 2 Tour days 2 Hospitals Digitally, the event generated 131 million media 3 Ronald McDonald Houses impressions through invented content activa- 21 Communities tions before and during COE, including a 175 Schools Facebook Q&A and Twitter takeovers from 200 Athletes and coaches attended marquee athletes. Pre-promotion of COE 75,000 Students reached included an RBC Super Fan Experience Contest that received 2.3 million earned media impres- PROVIDING A PARTNER STAGE sions. During the Hall of Fame Gala, a backstage ‘Twitter mirror’ activation generated 3.4M media Not only were the majority of COC Partners impressions. Video was also key in COE delivery present during COE, many were invested incre- with documentary vignettes produced for each mentally and became heavily involved including Hall of Fame inductee as well as a ‘Happy’ presenting partner RBC; Coca-Cola; Canadian music video that launched on Olympic Day and Tire/SportChek; Suncor and BMW Group. Other received more than 100,000 views. COC Partners participated either by sending ambassadors to walk in the parade or purchasing CANADIAN OLYMPIC HALL OF FAME a table at the Hall of Fame Gala. 2014 INDUCTEES

Artistic gymnast Long track speed skater 2008 men’s eight rowing team Speed skating coach Marcel Lacroix Former premier Ralph Klein (posthumous) Ice hockey coach Pat Quinn Sports journalist Richard Garneau (posthumous)

20 21 PRESIDENT’S CEO’S 2014 BY THE SOCHI OLYMPIC #WEAREWINTER CELEBRATION OF SPORT MARKETING FOUNDATION OPERATIONS MESSAGE REPORT NUMBERS WINTER GAMES EXCELLENCE

AN OPTIMAL SYSTEM

This past year saw a changed landscape for Canada’s sport system. By building on our recent progress as a performance partner to each National Sport Federation, results both on and off the field of play — especially during the Sochi 2014 Olympic Winter Games — proved a stronger and more collaborative foundation is now in place. This high-performing culture was expressed in measurable and exciting ways over the course of the year.

GAMES including co-ordinating committees, protocol Mexico, Brazil and Cuba, and 20 of which were working group and domestic dignitaries working gold. The story of 2014 was a tale of two parts for the group — aiming for a lasting legacy in Toronto. Games function of our organization. The first TEAM SERVICES “It’s not only about half of the Year focused on Sochi 2014 [Pg 12] RIO 2016 and COE [Pg 20] and the second half on future The relationship between Own the Podium (OTP) a single result, it’s Games Planning. Based on Sochi learning we With 2014 being a key planning year in the and the COC became measurably improved expanded the scope of our Games Leads team Olympic cycle, the Rio 2016 Organizing in 2014 and consequently helped to shift the to include all areas of the business. Committee showed the world what it is capable landscape with all our sport partners to better about the entire of doing by helping deliver a hugely successful service our athletes and coaches to perform NANJING 2014 2014 FIFA World Cup. The feedback from the on demand. Commitment was renewed among World Cup was that it provided great facilities NSFs and Canadian Sport Institutes to work process … ” The second edition of the Summer Youth and a wonderful spectator experience. The collaboratively with the COC, emphasizing us as - Jean-Luc Brassard Olympic Games (YOG) was held in Nanjing, Games Team continued to work closely with performance partners far beyond the necessary China from August 16 to 28, showcasing the NSF high performance directors, coaches and logistical work. official Olympic program — including new OTP to move forward on areas such as familiari- sports rugby sevens and golf. Team Canada was zation and finding accommodation. In late 2014, Specifically, the Team Services group identified led by Olympian Chef de Mission Sandra Levy the COC was pleased to announce the appoint- areas of collaboration with OTP partners in the accompanied by Dillon Richardson, our nation’s ment of Chef de Mission Jean-Luc Brassard. areas of sport science, results analysis, NSF ca- Young Ambassador. Our flag bearer for the pacity and team building. This was implement- Opening Ceremony was Dylan French (fencing) PYEONGCHANG 2018 ed through a systematic series of meetings. For and Philippe Gagné (diving) at Closing. The example, a visit to PyeongChang included team team experienced a truly ‘Olympic’ environment In 2014, the Games team undertook two visits leaders and sport representatives as well as and many athletes and coaches earned critical to PyeongChang which focused on identifying OTP — a first for a pre-Games site visit. high-performing experience at their first local contractors and examining hotel invento- international multi-sport event. ries, understanding the local area and marking SHARED VISION logistical challenges and opportunities. YOG AT A GLANCE For the first time, Olympic Preparation Work- BUILDING ON EXPERIENCE shop (OPW) 1 incorporated the Pan Am into the 75 athletes overall session training for RIO 2016. Approxi- 41 support staff Building on the extensive Sochi debrief, the mately 60 team leaders and partners included 4 silver Games Team has integrated this feedback into OTP and Sport Canada representatives. 3 bronze its operations for Toronto and Rio. As we strive 2.3M earned media impressions to find an extra edge for our athletes, building This was followed by approximately 200 athletes, on the learning from previous Games help us coaches, team leaders and other team members TORONTO 2015 deliver a best-in-class performance environment coming together for three days in Gatineau to at Games. continue preparing athletes and staff mentally, Working closely with both our National Sport working on early planning and instilling the One Federations and the host organizing committee, SUMMER SUCCESS Team philosophy at OPW2. planning for TO2015 was also a focus this past year, putting communications systems and During the summer and fall months of 2014 processes in place, while establishing a top-two approximately 159 athletes funded by PASO performance objective for Team Canada. (Pan American Sport Organization) competed The Games team sat on various partner and in 19 different sports. In total, Canada earned planning committees with TO2015 as a partner, a total of 108 medals, the fourth most behind

22 23 PRESIDENT’S CEO’S 2014 BY THE SOCHI OLYMPIC #WEAREWINTER CELEBRATION OF SPORT MARKETING FOUNDATION OPERATIONS MESSAGE REPORT NUMBERS WINTER GAMES EXCELLENCE

UNITING THE TEAM rather than on operations, and to enrich their current work environment with professional A significant change in 2014 from our work in support and a supportive collaborative Team Services is the emotional and measurable environment. connection among different sports under the umbrella of our One Team concept. This grew SPORT PARTNERSHIP from combining the delivery of logistical service with a tangible, team-building attitude that is The COC met with more than 25 provincial exclusive to our multi-sport environment. On and national sport partners and governments the winter side, the results of this attitude were across the country to address a keen interest overwhelmingly felt by the Team Services group, in advancing discussions on areas of collabora- which was embraced by NSFs both on the tion leading to, amongst other things, vertical ground in Sochi and during the Games lead-up. system alignment.

The COC continues to look at ways to raise the Along with backing from OTP, we are also grateful profile, recognition and importance of coaches for the financial and overall support of the and the coaching process in the Olympic journey federal government. was indeed elevated in 2014 by encouraging opportunities for knowledge sharing and The COC is proud to have entered into an recognizing our coaches in everything we do. agreement with the Canadian Centre for Ethics New in 2014, the COC designed and awarded an in Sport (CCES). This first-of-its-kind agreement exclusive lapel pin to the 2014 Olympic coaches, captures both organizations’ desire to ensure signifying their official status as a Canadian that the fight against doping in sport remains a Olympic Team Coach. priority for all high performance stakeholders. The collaboration between the COC, COF and SYSTEM EXCELLENCE the Canadian Sport Institute Network has been excellent and we are very pleased to have System Excellence is the foundation for achieving signed an MOU under the umbrella identified performance excellence, building the pool and as the Canadian Olympic and Paralympic Sport creating a supportive environment for athletes Institute Network. and coaches to excel. This past year saw sharp focus on introducing alignment and fostering a ATHLETE LEADERSHIP culture of collaboration in the sport system. Hayley Wickenheiser was elected to the IOC NSF ENHANCEMENT Athlete Commission in 2014. It’s important to acknowledge the vast contribution of Beckie The NSF Enhancement Initiative transitioned Scott over the last eight years in this position from the Assessment Phase of 2013 to the and she will no doubt continue to provide a Implementation Phase in 2014. In 2014 more strong athlete voice over the years to come. than $2M was earmarked for NSFs to advance The Post Olympic Excellence Series (POES) their marketing and revenue generating needs, took place in Mont-Tremblant, Quebec in June, to support their leadership development and where 62 Sochi Olympians participated in nine align by sharing tools and resources. In addition, plenaries and workshops. Leadership initiatives the COC introduced system-wide initiatives continued as Athlete Services moved the to advance the four priority areas that apply development phase forward in the Deloitte across all NSFs. These activities included the Total Athlete Wellness initiative. A successful launch of a Marketing Webinar Series, the public speaking workshop was launched in recruitment of a pool of corporate directors for the fall of 2014, drawing 98 applications from NSF Board, the NSF Leadership Summit, nego- the Olympian community and 14 athletes were tiating preferred rates for NSFs from a variety of selected. suppliers, and the development of a suite of hu- man resource management tools. We continued 2014 AT A GLANCE to share best-practices with our NSF partners, and provide in-house consultation and problem 584 athletes participated in 292 public solving assistance and referrals. events $814,590 was provided to athletes in The office opened its doors to the appearance honoraria sport community and launched the NSF Incuba- $2.4M was invested to support 18 NSFs in tor Initiative (Your Second Home). The meeting their Enhancement Initiatives and hospitality space was designed to enable 1 NSF participated in the Incubator NSFs to allocate more time to their core business Initiative

24 25 PRESIDENT’S CEO’S 2014 BY THE SOCHI OLYMPIC #WEAREWINTER CELEBRATION OF SPORT MARKETING FOUNDATION OPERATIONS MESSAGE REPORT NUMBERS WINTER GAMES EXCELLENCE

OUR STORY, AMPLIFIED TARGETING TO2015 The Communications Team produced a compre- hensive communications plan for TORONTO 2015 including objectives, key messages, targeted audiences, at-Games media protocol Each day sport gets better in this country because of the work we did as marketers over and more. The Communications Team will use the course of 2014. As a team we can look back on the year and not only be hugely proud best practices learned from TORONTO 2015 of our accomplishments in the marketing space, but we can now take these successes to produce an ambitious and fully-integrated and measurably harness the potential for what is to come. communications plan for Rio 2016. MARKETING PARTNERSHIPS

It was an incredibly active, intense year for Partnerships, beginning with activating 33 Partner programs around the Sochi 2014 Cana- BRAND stories directly to more Canadian fans than at CORPORATE COMMUNICATIONS dian Olympic Team, continuing on to integrate any time in our country’s history. Ongoing fan numerous Partners in this year’s triumphant It’s safe to say 2014 was a marquee year for the engagement continues to feed the growth of our This past year, the Communications Team Celebration of Excellence, and ending with brand group. Beyond launching a hugely suc- channels, propelling them to record heights, fulfilled its mandate of telling Canadian athlete targeted preparations for 2015 Partner renewal cessful and integrated campaign in support of and in many cases eclipsing other National and coach stories 24/7/365. The team not only efforts. In fact, incremental investment by Part- the Canadian Olympic Team destined for Sochi Olympic Teams with a much larger population/ ensured a record amount of media coverage ners in Canada Olympic House and events such 2014 [Pg 16], we also supported a significant fan base. With our NSF and commercial partners, during Sochi 2014, but it also ignited important as Celebration of Excellence eclipsed $1 million. number of corporate initiatives and as a result this highly measurable success prepares our social conversations across Canada and among our brand metrics are stronger than they’ve organization to reach even more Canadians the international athlete community. PARTNER ACTIVATION ever been. The health of our Canadian Olympic before, during and after Rio 2016. Team Brand is outstanding across all measures EYEING SOCHI Sochi 2014 activation programs included athlete and exemplified in 27 national and international IMPRESSIVE METRICS endorsements, COH, Team Send-Off Block Party, marketing awards. A total of 16 individual team announcements Olympic Day, and Celebration of Excellence. 2.8B earned media impressions throughout the were held prior to Sochi 2014, engaging Canadians In addition, two Partner workshops were held Public awareness of the Canadian Olympic entire year on Olympic.ca/Olympique.ca and in communities from coast-to-coast-to-coast. during the year, in May and November, to recap Team is up to 97%, an impressive mark when our big three social channels (Facebook, The preparation and execution of these Sochi success – around the Team, the Brand/ compared to the mid 80% range at which Twitter and YouTube). (Our sponsors, athletes announcements were incredibly successful, gar- Campaign and our Partners’ activations – and awareness had been hovering for the past and NSFs were included and benefitted from nering more than 686 million media impressions to lay the groundwork for our collective Road several years. We see lifts across all age groups large portions of this earned media.) in total. This culminated in the announcement of to Rio – around TORONTO 2015 and planning for and many regions, including a significant jump 900+% growth in 2014 over 2013 on our Sochi 2014 flag bearer, Hayley Wickenheiser, Rio 2016. in Quebec (98% compared to 81% before Sochi Olympic.ca /Olympique.ca which was held on Parliament Hill in Ottawa 2014 and 71% before London 2012). 250+% average social channel growth and earned nearly 2 million media impressions. RED MITTENS

LOVE AT FIRST SIGHT CHANNEL STRENGTH EXTENDING THE STORY On September 4 Hudson’s Bay, along with Olympians and official Red Mitten ambassadors Interest in and impression of the team is climbing Olympic.ca and Olympique.ca: 19 million page Beyond the magnitude of Sochi 2014, the Justine, Chloé and Maxime Dufour-Lapointe, rapidly. Thirty four per cent of Canadians claim views Communications team also led great media launched the sixth edition of its Red Mitten, in- they are ‘very interested’ in the Team (compared Facebook: 686K+ fans coverage for the second Youth Olympic cluding a cross-country media tour to promote to 28% after London 2012). Thirty nine percent Twitter: 355K+ (English), 15K+ (French) followers Games at Nanjing 2014. In collaboration with the product. The COC and Hudson’s Bay teams of Canadians say their impression of the Team is YouTube: 5K+ subscribers the Education, Youth and Community Outreach were fully integrated in supporting the program excellent (compared to 16% after London). The Instagram: 46K followers department, our team successfully launched launch. In total, 27 media outlets covered the impression figure is particularly encouraging as Olympic ID: 58.5K new registrants the #OneTeam LGBTQ initiative in Toronto story garnering 3,576,186 total media impres- it’s growing across all age demographics and all 93K e-mail newsletter registrations which generated more than 13 million media sions and the hashtag #RedMittens garnered regions. impressions. For the second year in a row, 9.5 million Twitter impressions. By re-launching Olympic.ca before Sochi we we led athlete appearances at Pride Parades Domestic recognition of our Team mark (logo) ensured that our brand was set up to be the across the country, highlighting our organiza- LICENSING also saw a huge increase in 2014. official ‘home’ of the Canadian Olympic Team tion’s commitment to equality in sport. From a throughout the Games in Russia. Olympic.ca Public Affairs perspective, Canada’s presence Our Licensing business had a record year in DIGITAL received the distinction of honouree from the on the international scene has seen significant 2014. Revenue from our apparel (HBC), footwear Webby Awards, alongside the NBA. Full social growth in the past 12 months. Our President has (Adidas) and eyewear (Oakley) partners This past year was banner for Digital, in all its and digital support for all partner-related acti- been elected to the ANOC Executive Council, continued to exceed expectations, generating forms. Outside of operating as the linchpin to the vations was highlighted by HBC’s most garnering the highest number of votes among significant revenue for the Canadian Olympic ground-breaking success of the #WeAreWinter successful Team clothing launch on record. all candidates. Team. Additional revenues came from our other campaign in Sochi, the COC’s social and digital The growth of our digital channels has been licensees including Canadian Tire, Petro-Canada, media work connected athletes and their the cornerstone of our entire brand strategy. Mustang, and the Pin People. The store within

26 27 PRESIDENT’S CEO’S 2014 BY THE SOCHI OLYMPIC #WEAREWINTER CELEBRATION OF SPORT MARKETING FOUNDATION OPERATIONS MESSAGE REPORT NUMBERS WINTER GAMES EXCELLENCE

Canada Olympic House in Sochi was also extre- overall sentiment for teachers in Canada thanks It is estimated the picnic attracted upwards mely popular, selling out of many items due to to new precedents set by the award-winning of 8,000 visitors. We worked closely with Kid- high demand. Education, Youth & Community Outreach team sport, various NSFs and other sport partners to in 2014. celebrate sport and emphasize the benefits of COMMERCIAL RIGHTS MANAGEMENT sport to children, youth and families. BY THE NUMBERS The Commercial Rights Management (CRM) LGBTQ OUTREACH PROGRAM team is dedicated to ensuring that the commer- 306 separate Olympians participated in cial assets of the COC and Marketing Partner in- education/community outreach events in 2014 In December, leaders from the sport, political vestments are protected and managed within a 395,000 children, youth and adults across the and LGBTQ communities convened at the fair and holistic framework. Pre-Sochi, the CRM country attended community outreach events 519 Community Centre in Toronto, home of team took an educational approach by meeting in 2014 PrideHouseTO for the 2015 Pan Am Games, to with stakeholders (athletes, agents, NSFs and 326,685 students were engaged in the 2014 announce an historic LGBTQ initiative led by the business community) to review the COC’s edition of the Canadian Olympic School the COC. This included a formal partnership Brand Use Guidelines. Leading into and during Program (COSP) between the COC, the Project and the Games, the CRM team managed 119 brand 30 school boards saw partnerships and Egale Canada Human Rights Trust. The initiative infringement cases, 27% more than during the initiatives established with the COC includes the creation of an athlete ambassador London 2012 Games, which can be attributed to program, wherein participating Canadian an influx of social-media based cases. TEACHER TOOLS Olympians will tour schools across the country, drawing on their personal experiences to EVENTS The creation and promotion of new Canadian spread the message of inclusion and acceptance Olympic School Program (COSP) resources were consistent with the Olympic Movement and The Canadian Olympic Committee’s Events team key for the Education, Youth and Community values. To date, 25 athletes have signed on is truly a beacon for collaboration in the orga- Outreach (EYCO) team in promoting the Olympic to participate in the programming, including nization as it tangibly brings our brand to life. Movement, Olympic values and Canadian Canadian sport legend . Beyond its two major projects in 2014 (Canada Olympic Team athletes and coaches to students Olympic House - Pg 12 and Celebration of and educators across the country. The 2014-15 Excellence - Pg 20) the team developed a refined edition leveraged memorable stories from Sochi template for all COC events, including press 2014 to illustrate the importance of determina- conferences and Board & Session meetings tion, friendship, excellence, fair play, teamwork proving world-class planning, execution and and mental fitness. consistency. TOP OF THE CLASS BRAND EXPERIENCES To harness key learnings, EYCO conducted a In the lead-up to Sochi, the Events team played thorough survey in the summer of 2014 with a critical role in the execution of all Sochi 2014 COSP users to determine how the resource is individual team announcements. Among other being received by educators and students. The high-impact events, like the Molson Canadian results spoke for themselves, highlighted by a Block Party held in Banff to honour of the Sochi 90% return rating of ‘excellent’ or ‘very good’ “It’s easy to see 2014 team, integration was critical to continue and 95% of respondents thought ‘very much creating experiences that breathe energy into so’ or ‘somewhat’ that the lesson plans helped the strides the the brand. raise student awareness about the Olympic Movement. Planning continued in order to successfully COC (has) made execute the first-ever Canada House for a Pan The team’s digital presence set a new watermark American Games during TORONTO 2015, as well in 2014 as the recipient of a Silver W3 Award as building on the success of the 2013 Golf within the category of ‘School / University’ for in marketing.” Invitational (partner hospitality) with a premium the work done on the Olympic.ca/education - Susan Krashinsky, Globe and Mail quality event in 2015. As focused work continues website and saw 183,497 downloads of its for upcoming Games, the Events groups also resources. looks to ensure marquee preparation experiences for athletes, coaches, Mission Team and support OLYMPIC DAY teams through TOPS (TORONTO 2015), OPW1 (PyeongChang 2018) and OES (Rio 2016). In celebration of Olympic Day, the EYCO team had planned two events. Building off the EDUCATION, YOUTH AND COMMUNITY success of 2012 and 2013, the team once again OUTREACH worked with the Children’s Hospital of Eastern Ontario (CHEO) to host an ‘Olympic Day Fair’ in The Canadian Olympic Movement is further conjunction with the CHEO Teddy Bear’s picnic embedded into school curriculums, lessons and held annually on the grounds of Rideau Hall.

28 29 PRESIDENT’S CEO’S 2014 BY THE SOCHI OLYMPIC #WEAREWINTER CELEBRATION OF SPORT MARKETING FOUNDATION OPERATIONS MESSAGE REPORT NUMBERS WINTER GAMES EXCELLENCE

CANADIAN OLYMPIC FOUNDATION

The Canadian Olympic Foundation (COF) saw major growth and development during 2014. With the focus on the ‘next generation Olympian’, the COF was able to raise funds and showcase impact through storytelling and grant more money to programs.

Salient points from the year included hosting $1.3 million. The COF established a greater program grew by nearly $20,000, bringing in donors at the Sochi 2014 Olympic Winter presence at the events by setting up a booth more than $65,000 for the year. The COF plans Games, successful Gold Medal Plates (GMP) to inform and steward donors about the Future to further grow these programs in 2015 by events across the country, growth of the Future Olympians Fund and the Rio 2016 hospitality investing in donor acquisition. Olympians Fund, initial work with our Sport program. Partners, a successful transition to the new HELP BUILD AN OLYMPIAN Not-For-Profit Act and our inaugural symbolic FUTURE OLYMPIANS FUND giving campaign, Help Build an Olympian. The COF launched its inaugural holiday The Future Olympians Fund was created to symbolic giving program in December 2014. TARGETING GAMES-TIME invest in athletes who are five-to-eight years Help Build an Olympian was generously away from Olympic participation. This $4 million matched by corporate donor partners HBC During Sochi 2014, 12 donors to the Foundation campaign will provide unprecedented support Foundation, Petro Canada, a Suncor business were hosted in Sochi. Programs with Marketing for our next generation of athletes. This will and Canadian Tire Corporation. Including the Partners included HBC Red Mittens and Pins, make a significant impact by funding coaching generous partner match the campaign earned RBC limited edition Team Canada credit card, development and training facilities where more than $78,000 in its first month. It also Mondelez - Pride & Joy App and BMW’s Drive athletes have access to the best medical and yielded a nearly 300% increase in web traffic for Team Canada promotion. The Foundation psychological support. To date, more than and produced 28 new donors. Help Build an was also the beneficiary of Cadillac Fairview $2.2 million has been realized and pledged. Olympian will continue to be the COF’s primary and CBC’s ‘Olympic viewing lounge’ activation at online fundraising strategy into 2015. malls across Canada (18 malls, estimated over SPORT PARTNER ENDOWMENT 4 million impressions at Toronto Eaton Centre alone). Promotions were also made online The COF launched SEED (Sport Endowment for during the Games and the Sochi story was also Excellence and Development) during 2014. This the mainstay of our Strive newsletter and Direct fund, co-managed with the COC’s investments, Mail program. allows the COF, NSFs and Sport Partners to invest their funds together, yielding greater MONEY MATTERS returns with lower fees. The intent of SEED is for the COF to strengthen and support our NSFs The COF raised an estimated $9 million in and sport parnters by assuming the burden of 2014, bringing the team’s total to more than administration, investment management, as $61 million since the organization’s inception well as CRA reporting and compliance. in 2007. The mid-level giving program (donors The funds invested will provide stable, who give $500 or more annually) saw significant long-term predictable funding each year, not growth, jumping to more than 148%, while the subject to government funding models or Foundation’s recurring monthly donor revenue podium performance. increased by $19,856. More than 1,000 new donors were gained in 2014 and the Foundation COMMUNITY GIVING - ANNUAL PROGRAMS now distributes its quarterly e-newsletter to more than 3,200 recipients. The COF’s direct mail program was taken in-house in 2014 to increase cost efficiency and GOLD MEDAL PLATES the cost-per-dollar-raised moved from $0.35 to $0.16. The mid-level giving program also grew With 11 regional events hosted across the coun- significantly in 2014. Launched in the fall of try, Gold Medal Plates continued to be a key 2013, this pool of donors grew by 148% in the fundraiser for our organization in 2014 raising last year. In 2014, the annual monthly giving

30 31 PRESIDENT’S CEO’S 2014 BY THE SOCHI OLYMPIC #WEAREWINTER CELEBRATION OF SPORT MARKETING FOUNDATION OPERATIONS MESSAGE REPORT NUMBERS WINTER GAMES EXCELLENCE

AT THE CENTRE OF IT ALL Board OF DIRECTORS

There was no question we had ambitious goals for 2014. Expectations soared to deliver world-class results both at the Olympic Games and here at home. The Operations team enabled the organization to exceed these expectations.

MARCEL AUBUT GORDON TRICIA SMITH WAYNE RUSSELL RICHARD W. HAYLEY PRESIDENT PETERSON Vice President Treasurer POUND WICKENHEISER Vice President IOC Member IOC Member OUR PEOPLE INFORMATION TECHNOLOGY

The Human Resources (HR) team took great The Information Technology team proved highly learning from 2014. The first full year with an nimble and reliable during Sochi 2014 Games, additional HR-dedicated resource made a big planning for and delivering real-time services to impact in the level of service delivery in both the Team at all its housing and work spaces. Montreal and Toronto. We used the past year to anchor the HR function as a business partner Beyond the Games, our IT team made huge THERESE BRISSON JEFF CHRISTIE CHARMAINE MARTHA TONY GENE A. to the organization, while setting up our first improvements to our organization’s internet CROOKS DEACON EAMES EDWORTHY HR Strategy. These new People objectives will usability by working with our corporate partner target the way we execute our performance Bell to increase connection speed by 15 times. management, training and development, Also to service the organization, intensive recruitment,onboard- planning began on ing and wellness a new document programs. The organi- management system zation as a whole also “Behind every to be launched in benefited from huge 2015. Discussions improvement through Olympic moment, also began to better Information Techno- integrate with the KEVIN WILLIAM PETER R. WALTER ADAM logy (IT) as a number Sport department GILMORE HALLETT LAWLESS SIEBER VAN KOEVERDEN of key projects and there are great and a mobile event initiatives were put in management solution place. people doing got underway. ALWAYS LEARNING

The feedback gath- incredible work.” ered, along with - Chris Overholt the planning and preparation con- ducted in 2014 for our HR Strategy roll-out will have a huge impact on the COC. The next two years promise to be game-changing for the HR function and for the business it serves. Four critical pathways have been identified to ensure sustained high performance – Recruitment & Retention, Learning & Development, Performance Management, and Wellness.

33 PRESIDENT’S CEO’S 2014 BY THE SOCHI OLYMPIC #WEAREWINTER CELEBRATION OF SPORT MARKETING FOUNDATION OPERATIONS MESSAGE REPORT NUMBERS WINTER GAMES EXCELLENCE

FINANCIAL STATEMENTS

Statement of Financial Position as of Statement of Operations for the year ended 2013 - 2016 Quadriennial plan December 31, 2014 [in thousands of dollars] December 31, 2014 (in thousands of dollars) Unrestricted general fund

Revenues 2014 2013 2014 2013 $ $ $ $ ASSETS Revenues Current assets Partner and marketing revenues 38,069 31,365 Cash and cash equivalents 18,358 11,573 Interest 2,218 1,824 Receivables and deposits 5,174 13,433 Dividends 4,368 3,675 23,532 25,006 Investment gain 11,310 18,533 Grants, donations and other 7,453 6,722 Total Revenues 63,418 62,119 Investments 160,482 147,318 Capital assets 2,835 3,241 Expenses Total assets 186,849 175,565 Program and operating expenses 49,338 39,383 Grants and related expenses 839 870 LIABILITIES Investment management fees 677 699 Current liabilities Total Expenses 50,854 40,952 Accounts payable and accrued liabilities 5,311 5,075 Deferred revenue 6,066 7,526 Excess of revenues Partner Revenues 65% Current portion of lease inducement - 56 over expenses 12,564 21,167 Contributions from Segregated Funds 19% Total liabilities 11,377 12,657 Grants and Others 8% Canadian Olympic Foundation 8%

FUND BALANCES Externally restricted Expenses Petro-Canada Olympic Torch Scholarship Fund 8,977 8,470 Olympic Legacy Coaching Fund 11,747 10,936 20,724 19,406

General Fund Internally restricted Canadian Olympic Family Fund 140,203 129,616 Invested in capital assets 2,835 3,241 Unrestricted 11,710 10,645 154,748 143,502

Total fund balances 175,472 162,908

Total liabilities and fund balances 186,849 175,565

Sport 60% Marketing and Communications 9% Administration 27% Governance 2% Advocacy and Partner Relations 2%

The accompanying notes are an intergal part of the statements. 34 35