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CANADIAN OLYMPIC COMMITTEE

CANADIAN OLYMPIC COMMITTEE

CONTENTS

PRESIDENT ’S MESSAGE 2

CEO & S ECRETARY GENERAL ’S MESSAGE 3

VANCOUVER 2010 4

PARADE OF ATHLETES 6

2010 H ALL OF FAME 8

A C LEAR VISION AND DIRECTION 10

OLYMPIC PREPARATION : B UILDING TOWARD LONDON 2012 12

PAN AM GAMES PREPARATION 14

EYE ON THE FUTURE 15

OWN THE PODIUM 16

FUNDRAISING 18

ATHLETE EXCELLENCE FUND 19

POST -O LYMPIC EXCELLENCE SERIES 20

CANADIAN OLYMPIC SCHOOL PROGRAM 22

OLYMPIC PARTNERS IN ACTION 24

A S OCIAL MEDIA CHANGE 26

FINANCIAL STATEMENTS 27

COC AND SESSION MEMBERS 28

ON THE COVER: Chris Le Bihan, Bronze Medallist/, 2010 Olympic Winter Games

1 PRESIDENT’S MESSAGE

Ontario, plans are heating up for the 2015 , where and the Greater will showcase a major international event. All the COC's ongoing initiatives, such as the Canadian Olympic School Program, Olympic With renewed energy, a new focus and keen Voice, Adopt-an-Athlete and the Post-Olympic hunger for success, we have set off on a new Excellence Seminar, took on a greater significance trajectory to capitalize on the momentum as athletes take centre stage in the new direction. 2010 BROUGHT ON AN created by the Vancouver Games’. To be among IMPORTANT EVOLUTION OF the world’s best sport governing bodies, we As our athletes experience increased success THE OLYMPIC MOVEMENT must think, plan and execute like the best. on the world stage, so should the COC play IN , A CHANGE As detailed below, initial changes incorporated a larger role within the international sport a new vision, a more distinct brand, a new direc - community. A greater number of are THAT HAS SEEN NEW LIFE tion that sees us working as one team with all filling roles within the IOC family; we are hosting FLOW IN TERMS OF THE the Federations; and many ways and attending more frequent meetings with SUPPORT , AND OF in which we will continue to help Canadian partners such as the IOC and other National EXCITEMENT FOR , OUR athletes, coaches and achieve success. Olympic Committees; and of course, we will continue our active involvement in major events CANADIAN TEAM . T HE Following the success in the West, we brought within the international sport community. VANCOUVER GAMES SAW the magic of the Winter Games to the East with THE COUNTRY TAKE A NEW the biggest Olympic Hall of Fame celebration None of what the COC does would be possible STANCE , C ANADIANS WERE ever: a ceremony nationally broadcast for without the ongoing support of our Olympic NOT ONLY SPECTATORS everyone to see. We kicked off the annual event partners. We are truly fortunate to have a by taking to the streets of with a nation and major corporations so passionately BUT LIVED EVERY MOMENT parade of the 2010 Olympians and Paralympians. invested in the Olympic Movement. To them, WITH US . T HEY BECAME The passion we witnessed that day was proof I say thank you. I would also like to express my PARTICIPANTS AND NOT of how devoted Canada now is to the Games, thanks to the volunteers and Board members BYSTANDERS – UNITING the Olympic Movement and its athletes. for their dedication and contribution to the advancement of the Olympic Movement. US LIKE NEVER BEFORE Our next generation of athletes also took AND SHOWING THE WORLD centre stage in 2010 as the inaugural Youth To our athletes, coaches, NSFs and sport part - THAT WE CAN COMPETE touched down in Singapore. ners, I say thank you for the amazing efforts of WITH THE BEST . T HAT IS In the meantime, preparations are well 2010. The future is bright. Let's together take NOW A FUNDAMENTAL underway for the 2011 Pan American Games this momentum forward and create an Olympic that will take place in Guadalajara, as well as sports system which is the envy of the world. BUSINESS BELIEF AT THE those for the first Youth Olympic Winter Games VERY HEART OF THIS in and the next Olympic Games in MARCEL AUBUT , OC, OQ, QC, A D E ORGANIZATION . London, both in 2012. In addition in Southern PRESIDENT

2 CEO AND SECRETARY GENERAL’S MESSAGE

THIS PAST YEAR WAS CLEARLY AN the easiest element of this new strategy: EXTRAORDINARY TIME FOR OUR we are the leaders of a strong sporting potential of this organization and with the ORGANIZATION , A YEAR OF nation, one with great talent and potential. return of our Marketing Rights following the But how are we going to make it better and INCREDIBLE SUCCESS AND dissolution of the Joint Marketing incite Canadians to follow and support the CHANGE . B OTH THE CANADIAN Partnerships Agreement with VANOC, country’s hard working athletes in the OLYMPIC COMMITTEE AND THE we needed to capitalize on the opportunity months and years outside of the and build upon the brand. COUNTRY WERE WITNESS TO THE Olympic Games? GREATEST SPORTING EVENT EVER If we have learned anything from Vancouver, Building a first-rate team to service world- HOSTED ON HOME SOIL , FOREVER it is that a united team is a stronger team. class partners and further investing and We have embraced this mantra and will do ALTERING OUR VISION , GOALS , redefining our commitment to the national everything possible to lead by example and STRATEGIES AND THOSE OF OUR sport community, the athletes, their focus on delivering exceptional services back PARTNERS . coaches, and the NSFs were the priorities. to our members. We ask athletes to be Following my arrival in April 2010, life has To ensure the COC was properly aligned among the best in the world; we must ask been busy. Throughout the first few weeks, with the sport community, we made the same of ourselves. the excitement was palpable. A new passion important organizational changes – I want to thank the COC men and women had awakened in Canadians, and as an we created a new Sport and NSF Services for their hard work and dedication organization we needed to step up and capi - department in , which would focus on throughout 2010, which enabled the organi - talize on this great momentum. Now, more assisting the NSFs to prepare and excel in zation to navigate changing tides, deliver to than ever, Canada needs an effective sport the Olympic environment, plans were put in both our members and partners, and system, without duplications, with better place for an Athlete Services department in position the COC for the future. I want also relationships and partnerships and the most Montreal, to service athletes both on and to thank our Board and Session members for important and vital assessment to make as a off the field of play, prior to, during and sharing our vision and for their support group was to identify ways to develop our post-athletic career. Toronto remained the throughout this incredible year. I’m proud to core business – the sports and the athletes. hub for all the COC’s ongoing corporate now lead such a remarkable group, and even business and marketing efforts. What were we doing right? What were our more excited about the opportunities that National Sport Federations and government Early on, I sat down with Christopher lay ahead... to deliver a redefined partners doing well? What needed to be Overholt, our newly appointed Chief commitment. improved and adapted to help us be among Operating and Chief Marketing Officer, to the best in the world and stay there? review our state of affairs and we laid out a JEAN R. D UPRÉ Analyzing the current situation was perhaps very ambitious business plan. We knew the CEO & SECRETARY GENERAL

3 STAGED IN FEBRUARY 2010, THE XXI O LYMPIC WINTER GAMES SINGLE -HANDEDLY STRENGTHENED PASSION FOR CANADIAN ATHLETES AND SPORTS , AND BROUGHT THE OLYMPIC MOVEMENT TO THE FOREFRONT ACROSS THE NATION . A ND THERE IT HAS STAYED – C ANADIANS STILL BUZZING LONG AFTER THE GAMES ENDED , ABOUT WHAT HAPPENED AND WHAT WAS TO COME IN LONDON 2012. At the Vancouver 2010 Olympic Winter The Games united 33 million Canadians Team has the broadest reach across age Games, Canadian athletes took on the in a way never before seen. Olympic spirit categories and genders compared to profes - world’s best with confidence and, on home reached new heights as Canadians – sport sional sport leagues. Post-Olympic research soil, achieved a new level of success. fans or not – cheered on one team, which also found that 94% of respondents believe The most gold medals ever won at an produced sparkling results. According to an it is important to build amateur sport in Olympic Winter Games – 14. The most independent study by Charlton Strategic Canada, and 90% feel great national pride winter medals ever for Canada – 26. The Research Inc, the overarching feeling that when the Team wins medals. Sponsorship most top-8 finishes ever for Canada – 72. 2010 Olympic viewers felt was national pride. Intelligence found in August 2010 that A rising number of athletes who finished It found that the Olympic Winter Games is Olympic interest is at an all-time high in fourth or fifth – 24. And of the 202 the sport property Canadians have the most Canada, rising 12% since 2006. athletes, 87 of them captured a medal. interest in, at 47%. The Canadian Olympic

4 A NEWLY PASSIONATE CANADA

For a full report of Canada at the Vancouver 2010 Olympic Winter Games, please see the COC’s 2009 Annual Report.

Never has one Games had a greater impact Overall, the Vancouver Games contributed at any time. Canada’s record-setting on the success of our athletes and sports. to a sense of “one team” among all high performance stemmed from something After Vancouver, there is a fresh resolve in performance athletes in Canada. Summer intangible – that at any given time it isn’t Canada to achieve Olympic excellence every athletes have already begun to feed off the necessarily the best athlete who wins, but two years. To that end, there are now greater momentum from Vancouver as they push the ones that believe they can. resources than ever before to compete with toward London 2012 success. Such confidence has been transferred from the world’s best. Improved technology, In fact, the legacy of Vancouver 2010 lays in the 2010 athletes not only to those in increased coaching and more significant the newfound confidence and belief shared winter sport but those in summer sport as investment have helped push Canadian by all athletes, coaches and National Sport well. Vancouver 2010 helped forge a unique athletes over the top in their respective Federations. The Canadian Olympic Team Canadian Olympic Team identity, and the sports. Athletes posted abundant evidence was bold enough to think it could compete confidence and boldness displayed one of this during the remarkable 2010-11 winter with anyone and win. Intense preparations year ago is shared among all athletes aiming season that followed the Games. went into the Games, coupled with a sense to compete on the world’s biggest stage in among athletes that they could win a medal the future.

5 OLYMPIC SPIRIT SOARS

One day before the groundbreaking THE MOST VIBRANT EXAMPLE OF THE COC BUILDING ON THE parade, the COC, in partnership with MOMENTUM CREATED BY THE RECORD -SETTING ATHLETES IN VANCOUVER the federal government, arranged for 135 Olympians and Paralympians and 20 TOOK PLACE IN THE STREETS OF DOWNTOWN MONTREAL . coaches to visit Parliament Hill. The House of Commons was flooded with Olympic There, in Canada’s first Olympic city, Olympic parades for the and the celebration when this throng of 2010 spirit soared as the COC hosted a parade of champions, and ending at Philips Square, this athletes converged on the floor to a loud 2010 Olympians and Paralympians presented unique event marked the first time that this and long round of applause. Few times by the City of Montreal and the Government large a group of Canadian Olympians have has the House been so full of bodies, as athletes shook hands with Members of of Canada, in partnership with Chevrolet and come together for a parade in a major Canadian Parliament and an impromptu rendition RONA. Flowing down Ste-Catherine Street, city celebrating a recent Games. of ‘’ broke out in the chamber. the same street that has welcomed prestigious

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Paralympic heroes that enthralled the Anderson, Michael Robertson, Hayley country on home soil. The Philips Square Wickenheiser, , Charles celebration included remarks from then Hamelin, Marianne St-Gelais, Maëlle Ricker, COC President-Elect Marcel Aubut, Sports Jenn Heil, Ashleigh McIvor, Tessa Virtue, Minister Gary Lunn, Sports Minister Over 150,000 patriotic Olympic fans lined Scott Moir, , Helen Michelle Courchesne and Montreal Mayor the street to cheer on more than 160 of Upperton, Cheryl Bernard and many more. Gerald Tremblay. Every athlete was formally Canada’s 2010 athletes perched on a sea of The athletes themselves, representing the introduced to the crowd with one athlete floats. As a lead-up to the 2010 Canadian vast majority of the Canadian Olympic Team from each sport group speaking directly to Olympic Hall of Fame celebrations, the from Vancouver, seemed the most festive of the congregation of fans. parade bolstered the Olympic Movement, all, soaking in the spirited atmosphere. In all, reminded the entire nation of the success It was a memorable event, an Olympic the parade included about 800 participants of the Canadian Olympic Team, and forged parade of unparalleled magnitude, which with athletes grouped into floats according a belief among athletes that they have the further illustrated the power of the Olympic to sport, joined by younger local athletes support of their country now and into the Games and Canadian athletes to unite this who compete in the same sport. future. The parade counted a long list of country. And it showed that when an 2010 Olympians, including medallists For fans, it proved a once-in-a-lifetime Olympian climbs on the podium, all of Alex Bilodeau, , Jasey-Jay opportunity to cheer on Olympic and Canada climbs up as well.

7 A SPECTACULAR CELEBRATION OF THE OLYMPIC MOVEMENT UNFOLDED AT THE 2010 C ANADIAN OLYMPIC HALL OF FAME GALA DINNER AND INDUCTION CEREMONY IN MONTREAL . I N ITS MOST IMPRESSIVE AND COLOURFUL INCARNATION EVER , THE EVENT SUCCESSFULLY PUT THE CANADIAN OLYMPIC TEAM FRONT AND CENTER COURTESY OF A CTV NATIONAL BROADCAST . Attendees filled the floor of the Bell Centre the West Coast. The Hall of Fame induction The unforgettable show, hosted by CTV’s where current Olympians and honoured was extraordinary in 2010, as not only did Ben Mulroney, was led by Artistic Director guests – including Prime Minister Stephen it honour the distinguished inductees but Guy Lévesque, best known for creating Harper – looked on as the Hall of Fame also paid tribute to the eight years of hard “Just for Laughs” galas. Guy St-Onge led opened its doors to another group of work and preparation that went into the the musical direction while the Montreal Olympic legends. They were sprinter 2010 Games – the most successful sporting Festival’s Philippe Dunigan led a Bruny Surin, kayaker , speed event ever held in Canada. 20-member orchestra. The tremendous skater , athletics coach Paul creative team also included lighting It was a resounding success, airing nationally Poce and Olympic builders Walter Sieber, designer Yves Aucoin, projection designer in French and English on CTV and V Peter Lougheed and Carol Anne Letheren Olivier Goulet and television producer and networks. It featured top Canadian artists (posthumous). The Canadian Olympic director Jean Lamoureux. including Sarah McLachlan, , Order was bestowed on VANOC CEO John Ginette Reno, the Canadian Tenors, Simple Co-chairs of the Gala event were CEOs Furlong, B.C. Premier Gordon Campbell and Plan, and Canada’s Olympic Broadcast Jacynthe Côté (Rio Tinto Alcan), Pierre 2010 visionary Jack Poole (posthumous). Media Consortium’s anthem singers Beaudoin (Bombardier) and Mark Smith Just weeks after the close of the Vancouver Annie Villeneuve and , with (Pandion Investments Limited). The Games, the Hall of Fame event brought composer . Prime Minister Canadian Olympic Hall of Fame Gala Dinner the Olympic family together in celebration Harper was Honorary President of the and Induction Ceremony raised an amazing to mark the end of the Olympic cycle. evening, joined by Quebec Premier Jean $2 million for Canadian athletes through In hosting the hallmark event in Montreal, Charest. The Gala’s host was Ben Mulroney. the Canadian Olympic Foundation. the COC further united Canada following the Games that unfolded so memorably on

OLYMPIC SPIRIT SOARS

8 DURING THE MOMENTOUS CANADIAN OLYMPIC HALL OF FAME GALA & I NDUCTION CEREMONY IN MONTREAL , THE COC PROUDLY HONOURED INDIVIDUALS WHO MADE A SIGNIFICANT IMPACT ON THE OLYMPIC MOVEMENT . T HEY ARE THE ONES WHO HAVE HELPED THIS COUNTRY FORGE AHEAD IN HIGH PERFORMANCE SPORT . T HEY HAD GREAT SUCCESS THEMSELVES AND LAID THE GROUNDWORK FOR THE UNPARALLELED SUCCESS WE ARE WITNESSING NOW .

THE 2010 C ANADIAN OLYMPIC HALL BRUNY SURIN is a four-time Olympian PETER LOUGHEED was Premier of OF FAME INDUCTEES : and 1996 gold medallist in the men’s from 1971 to 1985, during which time he SUSAN AUCH is a five-time Olympic speed 4x100-metre relay. Competing in each was instrumental in developing the bid for skater. Her Olympic career began in 1988 in Games from 1988 to 2000, Surin was also ’s Olympic Winter Games. Among Calgary, on the short track – which was a an Olympic long jumper and 100-metre many roles, Lougheed served as Honorary demonstration sport. She captured bronze sprinter. The 1996 relay team is one of Chair of the Calgary Organizing Committee, in the 3,000-metre relay. Soon after, Auch Canada’s most historic sport moments. and in 2000 was awarded the Canadian switched to long track and dominated with Surin is also the 1993 and 1995 world Olympic Order. indoor champion in 60 metres. Outdoors, six national sprint titles and two Olympic WALTER SIEBER is a global expert in the he won five World Championship medals in silver medals in the 500 metres. organization of major sporting events. the relay and the 100 metres. CAROLINE BRUNET is a five-time Olympian The board member of both the COC and in , and one of only 13 athletes to PAUL POCE , athletics coach, founded the VANOC was director general of sports for win medals at three successive Olympic distinguished Toronto Olympic Club in the Montreal 1976 Olympic Games. Siebert Games in the same event. She competed in 1954. He is their current head coach and has been deeply involved in the Olympic the K-1 500 metres, collecting two silvers club administrator while also having served Movement since. and a bronze medal between 1996 and as national team head coach at Olympic, 2004. She was a world champion 10 times Pan American and . THE CANADIAN OLYMPIC ORDER over and amassed 21 World Championship He personally coached athletics stars WAS AWARDED TO : medals throughout her career. Brunet was John Craig, Paul Craig and Jerome Drayton. B.C. P REMIER GORDON CAMPBELL was a Canada’s 2000 Olympic flag bearer. CAROL ANNE LETHEREN was president of tireless supporter of the 2010 Olympic and the Canadian Olympic Association from Paralympic Winter Games. He presented at 1990 to 1994 and CEO from 1995 until her the winning bid in 2003 and ensured, death in 2001. That year, she was awarded pre-Games, that Vancouver 2010 would the Canadian Olympic Order (posthu - have a lasting impact on communities and mously). Letheren was an IOC member athletes through the Legacies Now program. in Canada from 1990 to the time of her Under his leadership, B.C. was the first passing, and was an ambassador in the province to contribute to . advancement of women in sport and in JOHN FURLONG was the leader of the 2010 the Canadian Olympic Movement. Olympic Winter Games, first the president and chief operating officer of the Bid Corporation and then chief executive officer of VANOC. He is one of the most influential sport figures in Canada and is now chair of Own the Podium’s Advisory Board.

JACK POOLE , former VANOC chairman, played an incredibly active role in the community and received many awards, including an appointment to the Order of Canada and the Order of . He died peacefully following a valiant battle with pancreatic cancer on October 23.

9 SPORT

JUST AS THE NATION ’S OLYMPIC MOVEMENT TRANSITIONS FROM VANCOUVER 2010 TO LONDON 2012, THE CANADIAN OLYMPIC COMMITTEE ITSELF STARTED ITS OWN TRANSITION IN THE POST -2010 ERA . A NEW VISION AND PHILOSOPHY HAS TAKEN STRONG HOLD , WHILE A FRESH COC BRAND WAS ASSEMBLED . A LL TOLD , IT MARKS A NEW DIRECTION , BUILDING ON MOMENTUM FROM THE PAST , AND GAINING NEW FOUND STRENGTH FOR THE FUTURE . The heart of the COC’s brand is sport. The Canadian Olympic Team brand is VISION There is in place a full shift toward an athlete now stronger than it has ever been. Canada is a world leader in sport, inspired centered focus, and a redefined brand known Consider several statistics collected by by the passion and performance of the as the Canadian Olympic Team. This Team the COC in 2010. Canadian Olympic Team. unites 33 million people around Canada’s • 91% of respondents believed the national sport brand. It brings everyone Vancouver 2010 Winter Games had a MISSION together to support one team – comprised positive impact on Canada 1 To lead the achievement of the Canadian of all winter and summer athletes. • The Olympic Games are the No. 1 Olympic Team’s podium success and to This shift is happening at a time when sports property in Canada, with 47% of advance the Olympic values in Canada. Canadians from coast to coast to coast are Canadians most interested in the Winter BRAND MANIFESTO still relishing the emotions of hearing the Games ahead of 36% most interested 2 national anthem play as Canadian athletes in the When athletes step on the podium, Canadians stood on the podium and made us proud. • While watching the 2010 Olympic see something in themselves. It’s a shared Olympians are the core of the Canadian Winter Games, 73% of Canadians said moment of national pride and the belief we 3 Olympic Team. Our is to do away with they felt national pride can all strive for excellence. Nearly half of Canadians ‘strongly the distinction between winter and summer • The Canadian Olympic Team represents agreed’ that any Olympic Games boosts teams and focus on building one united the highest level of sport in Canada. By our national pride 4 Canadian Olympic Team that represents podium success, we understand and embrace Two separate surveys show that the No. 1 all Olympians and Canada. • our leadership role in this country; to live with reason Canadians watched the Games 1 integrity, to give it our all and to inspire our Sponsorship Intelligence survey of respondents aged 13-65 was to watch and support the Canadian 2 Charlton Strategic Research Inc. ™ Copyright. © 2010 Olympic youth. Sponsorship Impact Report athletes 5 3 Sponsorship Intelligence survey of respondents aged 13-65 4 Charlton Strategic Research Inc. ™“Connecting With Canadians” Oct 2006 5 Charlton Strategic Research Inc. ™ Copyright. © 2010 Olympic Sponsorship Impact Report; Sponsorship Intelligence survey of respondents aged 13-65

10 TO SUPPORT THE NEW VISION AND DIRECTION FOR SPORT IDENTIFIED BY THE SPORT COMMUNITY , THE CANADIAN OLYMPIC COMMITTEE RECONFIGURED ITS STRATEGIC PLAN TO CENTRE ON TWO CORE CONCEPTS : SUPPORT CANADIAN ATHLETES AND SUPPORT NATIONAL SPORT FEDERATION PARTNERS .

What drives the new plan is a “one team” as well as add new initiatives focusing on This new direction also encompasses a new mentality among the Canadian Olympic NSF leadership. vision for athlete services. The COC intends Team and the many . to further build relationships with athletes, For years, the COC had one of the world’s exceeding its current services in the The COC’s direction stems from a magni - strongest Olympic preparation compo - lead-up and preparation for an Olympic, fied focus on sport and a renewed commit - nents, helping athletes, coaches and NSFs Pan American and . ment to sport partners. In 2010, the COC both prepare for and compete at every Athletes will receive added priority, as the upgraded its sport division, shifting its Olympic Games. From this solid base, a COC works in collaboration with NSFs and “Olympic Preparation & Games” group to third component was added in 2010: partners to nurture and develop them when “Sport and NSF Relations.” This important NSF services. The COC has begun working they first enter sport (such as at a Canada move, championed by the new Executive with NSFs and other sport partners to add Games), through to the Olympic level, and Team of CEO, Jean R. Dupré, COO value and eliminate obstacles that stand in then into life after sport. Christopher Overholt and Executive Managing the way of their progress. These initiatives Director Caroline Assalian, permitted the include sharing best practices, eliminating It means a fuller relationship between the COC to reach for its new goal – namely, to duplications, organizing forums where COC and its former, current, and future assist NSFs in being world leaders and leaders can gather and exchange ideas, and high performance athletes. These individ - experts in their respective sports. creating mentorship programs. uals represent the core of the Canadian sport system, and the COC will make it a In June 2010, at the COC’s Extraordinary The international profile, recognition and priority to continue delivering the tools Session meetings, NSF executive members voice of the Canadian Olympic Committee they need to succeed in sport and in life were united in their desire to be world will be used in the best interests of NSFs after sport. The COC understands that leaders. To realize this goal, the COC will and other sport partners so they can athletes can be more than Olympians; build on programs already in place, such as achieve greater global success. This, in turn, they can and should be leaders in Canada. the Own the Podium technical program, will help cultivate future Olympic heroes.

11 GAMES – OLYMPIC PREPARATION:

OLYMPIC PREPARATION IS A PRIMARY FOCUS OF THE COC THAT SETS OUT TO ANSWER ONE QUESTION : HOW DO YOU PREPARE ATHLETES , COACHES AND SUPPORT TEAMS FOR THE UNIQUENESS OF A GAMES ENVIRONMENT ? T HE ANSWERS COME IN THE FORM OF THE OLYMPIC PREPARATION SERIES , A THREAD OF WORKSHOPS AND MEETINGS THAT BUILD TOWARD AN OLYMPIC GAMES , AS WELL AS SPECIALIZED VISITS TO THE HOST CITY WELL IN ADVANCE OF THE GAMES . The COC polled nearly 400 athletes, OLYMPIC PREPARATION SERIES staff. Among the COC’s new initiatives was a coaches and 2010 team members following first-ever team leader planning binder, filled The goal of this series is to prepare the Vancouver Olympic Winter Games. with documents to help guide NSF leaders Canadian Olympic Team members to deliver The consensus was that such preparation through the two-and-a-half years leading up podium results by giving them tools and yields a direct benefit on athlete to the Games. A third event, the Olympic skills that will address the unique challenges performance. For athletes (including Excellence Series, takes place in November of working, coaching and competing at the medallists), being familiar with venues prior 2011 where athletes will also attend for Olympic Games. Preparation includes to the Games and feeling part of a unified preparation, inspiration and team building. building a cohesive team, developing podium Canadian Olympic Team proved very strategies, lending practical information The COC has developed a new program important – both ranking among the about the upcoming Games environment, called the “Olympic Speaker Series.” Led by highest factors in having a positive impact providing Communications training and Olympic champion rower Marnie McBean, on Games-time performance. 1 Both of building athlete confidence. athletes can learn from veteran Olympians those are a direct result of the COC’s and coaches about what to expect and hear preparation programs. In May and November 2010, the COC held various perspectives on achieving Olympic two preparation workshops for coaches, success. 1 “Vancouver 2010: Evaluation Survey Results” team leaders and members of 2012 mission

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Canadian athletes and NSF leaders have been As 2011 unfolds, preparation for London 2012 active in visiting London in preparation. In 2010, 2014 O LYMPIC will ramp up considerably with a rush of test WINTER GAMES the COC organized visits by athletes in , events where athletes will compete at Olympic and – helping London Olympic Though Vancouver is still in the hearts venues, as well as continued familiarization visits. hopefuls familiarize themselves with their venue, and minds of Canadians, the COC and Members of the COC will partner with NSFs to winter National Sport Federations are get a feel for the surroundings and, in the cases ensure all athlete trips to London are fashioned already looking ahead to the next of triathlon and sailing, compete on the actual for optimal Olympic preparation in the form of Winter Games, to be contested in venue. Triathlete Paula Findlay of was Sochi, . Olympic simulations or dress rehearsals. the toast of London in her World Championship In 2010, COC preparation staff invited Series win. Rowers were able to take to the water The COC operates with the vision that the all winter sports to join them to visit for training. more Canadian sports integrate the Games Sochi. The goal was to get a good “lay environment into daily training, the more of the land”, as well as to gain a feel The COC has helped plan visits by head coaches for the surroundings and the location “normal” an Olympic Games will be. This involves and high performance directors in each targeted of the Athlete Villages. It also provided adapting a sport’s daily training environment summer sport, for a better understanding an opportunity for the high performance to fit into the realities of working and competing directors from all sports to gather and of location, venue, accommodation and in the Olympic environment. This philosophy share ideas and experiences, and to transportation. In this way, all fine details can be is one the COC is actively leading among all shape the COC’s Sochi strategic considered and corrected well in advance, leaving preparation plans. The COC will help in the high performance sport system. athletes and coaches to focus solely on results. each sport in the planning of their The COC was also able in 2010 to identify the The COC does everything it can to prepare individual visits to Sochi in advance of the 2014 Games. location of Canada’s Performance Centre, athletes who have shown medal potential to Canada Olympic House and the outfitting perform and succeed on any given day in operations for use at the Games. Olympic competition.

13 EVERY FOUR YEARS , THE COC’ S TEAM OF ATHLETES AND COACHES COMPETE AT THE PAN AMERICAN GAMES . C ANADA HAS A PROUD HISTORY OF INVOLVEMENT , JOINING ALL 42 P AN AMERICAN SPORT ORGANIZATION MEMBER NATIONS IN A COMPETITION THAT COMPRISES ALL OLYMPIC SUMMER SPORTS AND SOME NON -O LYMPIC ONES AS WELL .

GUADALAJARA 2011 Next for Canada is the Guadalajara 2011 Similar to the Olympic Games preparation, In 2010, members of the organizing Pan American Games. In early 2010, Jacques the COC coordinates visits for leads and committee set in place their leadership Cardyn, 1983 Pan Am gold medallist in team services officers to Guadalajara to team, and plans began to unfold. and 1984 Olympian, was named access and review the many sport venues. The COC joined the federal and provincial Canada’s Chef de Mission for the 2011 Preparations and site visits by the COC are governments, the City of Toronto, the Games. Shortly thereafter, the COC invaluable for the NSFs who may otherwise Canadian Paralympic Committee as well as announced that he would be joined by be unfamiliar with the environment in the the Toronto 2015 team to coordinate the Canada’s most decorated cyclist, Curt host city. development of these Games. The COC Harnett in the role of Assistant Chef. continues to actively work with partners to TORONTO 2015 ensure that the Games are a success for For many sports, these Games will serve as At the close of the 2011 Pan American athletes, for sport legacy in the region, for a 2012 Olympic qualifying event. For others, Games, there will be a ceremonial handover the cities involved, and for Canadian high these Games are their ‘Olympic’ Games. to organizers of the Toronto 2015 Games. performance sport as a whole. More than 500 Canadian athletes will The COC has had a lead role in Toronto compete at the 2011 Pan Am Games. There can be no doubt that Toronto 2015 2015 since the initial idea for a bid was will be a key component of Canada’s The COC’s goal is to help National Sport hatched, understanding the value inherent continued evolution as an Olympic leader. Federations utilize the Pan American Games in the legacy of sport infrastructure that will as an excellent testing ground for London be in place in Southern long after 2012. Each NSF can test its support team the 2015 Games conclude. and programs to see how they will function in a high-profile, multi-sport international event. It will allow them to fine-tune their Games-time plan and head to London 2012 able and confident.

GAMES

14 YOUNG ATHLETES ARE THE KEY TO CANADA ’S OLYMPIC FUTURE , AND TO THE GLOBAL OLYMPIC MOVEMENT . A S SUCH THEY PLAY A PIVOTAL ROLE WITHIN THE CANADIAN OLYMPIC TEAM ’S NEW VISION AND DIRECTION .

The COC is increasingly finding avenues to New generations of young Canadians, aged matched 15 Canadian Olympians (who have assist them in their development and ascent 15 to 18, became engaged with and collectively won 18 medals) with members into the high performance stream, as well as developed a deeper understanding for the of the 2010 Youth Olympic Team as part of providing them with the tools to better Olympic values of excellence, friendship and a first-ever mentorship program. It was a succeed in life after sport. It will work in respect. These were explored through the uniquely Canadian extension of the IOC’s close partnership with National Sport Culture and Education Program (CEP), Athlete Role Models program, which Federations and Canadian Sport Centres to unveiled by the International Olympic appoints Olympians as role models for achieve this – and it will continue to support Committee (IOC) for the first time in Youth Olympians. those events that showcase young athletes Singapore. On the competitive side, the For members of Canada’s Youth Olympic and engage them in the Olympic Movement. Games comprised all 26 Olympic summer Team, the Games were a unique, eye- sports, some with innovative formats such opening experience that allowed them to SINGAPORE 2010 as mixed-gender relays, combination cycling compete amid an international multi-sport YOUTH OLYMPIC GAMES events, and three-on-three . environment while becoming leaders and Six months after the 2010 Olympic Winter Canada’s 60 young athletes performed ambassadors of the Olympic Movement. Games, the inaugural Youth Olympic Games exceedingly well at these Games, supported Canadian athletes won 13 medals, led by were held in Singapore, August 14 to 26. by 23 coaches and eight dedicated COC triple Youth Olympic medallists Rachel The COC was a close, strong supporter of mission team members. They were among Nicol and Tera van Beilen (both swimmers). these Games, which represented a new 3,600 athletes from 204 countries. Though podium results were not top of evolution of the Olympic Movement. mind, the Team posted results that are In the spirit of sport, friendship and promising for the future of many sports. community outreach, the COC also Next, the Youth Olympic Winter Games land in Innsbruck, in January 2012. ATHLETES

16 NOW HIGHLY REGARDED THE WORLD OVER , O WN THE PODIUM IS AN INNOVATIVE PROGRAM INITIALLY ENVISIONED AND DEVELOPED BY THE CANADIAN OLYMPIC COMMITTEE AND THE WINTER SPORT COMMUNITY WITH A GOAL TO GIVE SPORTS INCREASED TECHNICAL SUPPORT IN ORDER TO ACHIEVE GREATER OLYMPIC RESULTS .

The unprecedented initiative joined the The program’s biggest contributor is the COC together with key partners in the federal government. The COC directed Canadian sport landscape – , nearly $4 million to Own the Podium. This the Canadian Paralympic Committee, and funding, channelled to targeted high per- the Vancouver Organizing Committee formance sport programs, gives Canadian (prior to Vancouver 2010) – in pursuit athletes the additional support they need of excellence at the Summer and Winter to compete alongside the world’s best. Olympic and . The The Canadian sport system is now bridging Own the Podium program had tremendous the record results achieved in Vancouver to influence on Canada’s performance at the prepare for new summer records at the 2010 Olympic Winter Games. The 26 London 2012 Olympic Games. The COC’s medals, along with great strides made by goal for London 2012 is to place in the athletes in many sports, provided consider - top-12 nations in the overall medal count, able evidence as to the program’s value. a pursuit supported by Own the Podium In the 2010-11 sport season, the Own the and its resources. Podium program partners generated nearly The methods vary from sport to sport, but $20 million in funding for winter sports and there are specific factors that Own the more than $31 million for summer sports. Podium targets and addresses that can pay off for athletes. They include coaching devel - opment and support, specialized training camps for athletes, enhanced training programs and facilities, the utilization of cutting-edge technology, research and devel - opment of improved equipment and a highly refined sport medicine and science focus.

17 ATHLETES

THE CANADIAN OLYMPIC COMMITTEE IS A NATIONAL LEADER IN FUNDRAISING EFFORTS FOR ATHLETES , COACHES AND SPORTS . S UCH FINANCIAL HELP IS CRITICAL TO ATHLETES ’ CON- TI NUED TRAINING AND SUCCESS ON THE INTERNATIONAL SPORT In 2010, the Foundation raised $4.29 CIRCUIT HE WOULD LIKE . T COC million through general donations, special CANADIAN OLYMPIC TO THANK ALL ITS PARTNERS events and Olympic partners. It granted TOURNAMENT AND DONORS FOR THEIR VITAL $3 million to the Own the Podium program The annual Canadian Olympic Golf CON TRI BUTIONS IN KEEPING and other COC athlete programs. Tournament presented by Bell was most recently held at the Whistler Golf Club in THE OLYMPIC MOVEMENT A major initiative of 2010 was the resurrec - Whistler, British Columbia. On this spec - STRONG IN CANADA . tion of the Red Mittens that proved tacular course, a host of Olympians golfed extremely popular leading up to the alongside participants, while up-and- CANADIAN OLYMPIC Vancouver Olympic Winter Games. In the coming Olympic hopefuls partook in sport fall of 2010, the Foundation teamed with HALL OF FAME GALA demonstrations, such as beach in the Hudson’s Bay Company to introduce The Canadian Olympic Hall of Fame Gala the sand traps and fencing on the greens. a new design of the Canadian Olympic Dinner and Induction Ceremony – detailed Team Red Mittens. Net proceeds from in this report – was a major facet of the The tournament’s primary purpose is to sales benefit the Canadian Olympic Team COC’s fundraising efforts in 2010. This raise funds for Canada’s high performance through athlete development, coaching unprecedented event in Montreal drew athletes. Proceeds from this major and equipment. Again the Red Mittens had tremendous national profile, and raised fundraising initiative benefit the Canadian great success, with more than $4.7 million $2 million for the Canadian Olympic Team Olympic Team. As well, 25% of the projected to be raised by spring of 2011. through the Canadian Olympic Foundation. proceeds are invested directly back into high performance sport through the The Foundation was the recipient of funds Canadian Sport Centres. The tournament CANADIAN OLYMPIC generated by Gold Medal Plates events in relies heavily on the generous support of its FOUNDATION 2010. The series of culinary competitions sponsors, partners, donors and suppliers. For the COC’s fundraising arm, 2010 was featuring Canadian Olympians spread to a year of restructuring. The Canadian nine cities and once again proved very At the 2010 tournament, the COC raised Olympic Foundation continues to build a popular. One unique initiative whose just over $100,000 of which 75% was sustainable source of long-term funding for proceeds also went to the Foundation directed to the Canadian Olympic high performance sport – and Canada’s was the COLD-FX live mural experience. Foundation and 25% to the Canadian athletes. The multi-faceted strategy in 2010 It featured an auction of 22 rare pieces Sport Centre Pacific. The demonstration incorporated online giving, special events of art that illustrated moments from each sports included , volleyball, , and a direct mail program. day of the 2010 Games. , golf, and fencing.

18 ROWING Ashley Brzozowicz Emma Darling Rachelle de Jong Krista Guloien FREESTYLE Janine Hanson Alex Bilodeau ❶ Darcy Marquardt Jenn Heil ❷ Andréanne Morin Cristy Meredith Nurse Rosannagh MacLennan Lesley Thompson-Willie Tracy Cameron (M) Lindsay Jennerich Patrice Bergeron ❶ Cameron Sylvester Dan Boyle ❶ Douglas Vandor ATHLETICS ❶ Priscilla Lopes-Schliep ❶ Drew Doughty Jon Montgomery BOBSLEIGH ❶ ❶ Marc-André Fleury David Bissett ❶ SHORT TRACK ❸ Ryan Getzlaf ❶ ❸ Dany Heatley Shelley-Ann Brown ❶ Guillaume Bastille ❷ Jarome Iginla ❶ Kaillie Humphries ❶ Jessica Gregg ❶ Duncan Keith ❷ Chris Le Bihan ❶ Charles Hamelin ❸ Roberto Luongo ❶❶ ❶ François Hamelin ❶ Patrick Marleau ❶ ❶ ❸ Brenden Morrow ❶ ❶ Valérie Maltais ❷ Rick Nash ❷ ❶ Kalyna Roberge BOXING Scott Neidermayer ❷ ❶ Marianne St.Gelais Mary Spencer Corey Perry ❷❷ ❶ François-Louis Chris Pronger ❶ CANOE -K AYAK Tremblay ❶❸ Michael Richards ❶ Richard Dalton Tania Vincent ❷ Brent Seabrook ❶ Eric Staal ❶ Cori Bartel ❷ Joe Thornton ❶ Ashleigh McIvor ❶ THE COC’ S ATHLETE EXCELLENCE FUND Cheryl Bernard Jonathan Toews ❷ ❶ SNOWBOARD (AEF) IS AN ATHLETE SUPPORT AND REWARD Carolyn Darbyshire Shea Weber ❶ Jasey-Jay Anderson ❶ PROGRAM THAT PROVIDES CANADIAN McRorie ❷ ICE HOCKEY (W) Maëlle Ricker ❶ ATHLETES WITH PERFORMANCE AWARDS . Adam Enright ❶ ❶ Mike Robertson ❷ ❶ THE AEF FOLLOWS A FOUR -YEAR CYCLE IN ❶ ❶ SPEED SKATING REWARDING ATHLETIC PERFORMANCE . Tessa Bonhomme ❶ ❶ ❶ OLYMPIANS RECEIVE AWARDS OF $20,000, Jennifer Botterill ❶ Kristie Moore ❷ ❷❸ Rebecca Duke ❶ $15,000 AND $10,000 FOR WINNING ❶ ❸ ❶ OLYMPIC GOLD , SILVER OR BRONZE MEDALS . Susan O’Connor ❷ ❶ Haley Irwin ❶ THE PERFORMANCE REWARDS ARE THE SAME Denny Morrison ❶ CYCLING Rebecca Johnston ❶ ❶ FOR EACH ATHLETE REGARDLESS OF WHE- Gina Kingsbury ❶ THER IT IS AN INDIVIDUAL OR TEAM SPORT . Tara Whitten Charline Labonté ❶ SYNCHRONIZED Carla Macleod EQUESTRIAN ❶ The fund also provides monetary grants during non- Meaghan Mikkelson Marie-Pier Hawley Bennett ❶ Olympic years. Athletes who place in the top-five in years Boudreau Gagnon Kyle Carter ❶ one or two, or top-four in year three in Olympic disci - Selena O’Hanlon ❶ TRIATHLON plines, each receive a $5,000 grant. This is determined Marie-Phillip Eric Lamaze Paula Findlay by their best performance at that year’s highest-level Poulin-Nadeau Jonathon Miller ❶ competition (typically a World Championship). Colleen Sostorics WRESTLING John Pearce ❶ Kim St-Pierre Haislan Garcia In 2010, the COC was pleased to provide grants of ❶ Shannon Szabados Ohenewa Akuffo $1,825,000 from its Athlete Excellence Fund to 120 ❶ Scott Moir Sarah Vaillaincourt Canadian athletes. Here is the full list by sport: ❶ ❶ Joannie Rochette ❸ ❶ 2010 O LYMPIC MEDALLISTS : ❶ Gold ❷ Silver ❸ Bronze Tessa Virtue ❶ ❶ Martine Dugrenier

19 ATHLETES

THE CANADIAN OLYMPIC COMMITTEE ’S POST -O LYMPIC EXCELLENCE SEMINAR (POES) IS HELD SEVERAL MONTHS AFTER THE CONCLUSION OF AN OLYMPIC GAMES . I T IS AN IMPORTANT INITIATIVE DESIGNED TO ASSIST OLYMPIANS , BOTH TO CELEBRATE THEIR ACCOMPLISHMENTS IN SPORT AND TO PREPARE THEM FOR THEIR NEXT CAREER STEP . I T IS PART OF THE COC’ S MISSION TO SUPPORT ATHLETES AFTER COMPETITION HAS ENDED .

The event is open to all Olympians who who guided the content and implementation , Canada’s Chef de Mission have competed in either of the previous two of the program – and 10 guest speakers. Of for the London 2012 Olympic Games. editions of the Olympic or Olympic Winter the 34 athletes, 32 had competed at the The three-day event included a sport Games. These athletes need not to have Vancouver 2010 Olympic Winter Games, one psychologist speaking to the assembled officially retired from competition, but are was an Olympic veteran of 2006, and one a Olympians, a “Berkman Method” assessment those actively considering their life after summer Olympian from 2008. to understand one’s underlying motivations competing in high performance sport. Guest speakers, touching on topics ranging and needs, and a mentorship program that LAKE LOUISE 2010 from public speaking, planning, making tran - matched interested POES attendees with The POES event that followed the sitions, personal branding, personal finance older, retired Olympians who settled into Vancouver Olympic Winter Games, held and entrepreneurship, included Olympians careers aligned to their interests. Therese Brisson, Cassie Campbell, Bruce June 25-27, was hosted in the picturesque For Olympians leaving athletic competition Deacon, -Phillips, Diane Jones setting of Lake Louise. It was attended by and pursuing a new path in life, the transi - Konahowski, Chris Farstad and Cary Mullen, 58 people, including 34 athletes, seven tion can be very challenging and difficult. as well as past COC Chief Executive Officer athlete service managers (representing six The COC’s POES program continues to be Chris Rudge. Back by popular demand as a Canadian Sport Centres), three Steering a very valuable resource for this transition. Committee members – a group of Olympians POES keynote speaker was swimming icon

20 OLYMPIC VOICE ADOPT AN ATHLETE OLYMPIANS CANADA The Olympic Voice program provides paid In a program that both supports and profiles athletes Through Olympians Canada, the public or private speaking opportunities while spreading the Olympic Movement through COC helps foster Olympic spirit for our national team and Olympic and Canadian schools, Adopt An Athlete helps students across Canada. Olympians Canada Pan American athletes. It provides learn the value of community contribution and is a non-profit organization that Canadian schools, businesses and commu - personal excellence. The program sees students in motivates and encourages youth, nity groups with access to athletes (both a school or class “adopt” a Canadian athlete, with while celebrating and honouring all active and retired) who deliver motiva - whom they develop a relationship over the span of members of Canadian Olympic tional speeches, public appearances, one school year. Teams gone by. keynote addresses, interactive sport Via emails, classroom lessons and visits from the In 2010, the organization ensured demonstrations and autograph sessions. athlete, students are able to appreciate the life of that Canadian Olympians played a In 2010, the COC fielded a total of a full-time high performance athlete. Athletes role in the immense celebrations 233 athlete requests, which generated become positive role models and living examples that were part of the Vancouver $378,473 for those high performance of the Olympic values. Students also commit to Games. As part of the Torch Relay, athletes. This represents a significant small-scale fundraising initiatives in support of that more than 130 spots were awarded increase from 182 athlete requests and athlete. In the 2010-11 school year, the COC had to Canadian Olympians. Current and $258,586 in 2009. In February 2010, the 67 athlete-school matches. The program has grown former Olympians also came toge - program experienced its most successful considerably since 2006-07 when there were ther during the Opening Ceremony month ever, with 79 paid requests for 14 matches. There are 11 returning schools and Dress Rehearsal where more than Olympians and $120,500 in athlete 23 returning athletes from 2009-10. 250 Olympians stood in for athletes payments. from various countries. As well, Most athletes kept close contact with their respec - Olympians Canada helped ensure Olympians who participated to the tive schools, a connection displayed online in many that athlete requests at hospitality greatest extent in the 2010 Olympic cases. For example, Wilfrid Walker School (Regina) events during the Games were ful - Voice program were figure skater Joannie dedicated a section of its website to adopted speed filled by retired Olympians so as to Rochette, kayaker , skater Lucas Makowsky, who won gold at the 2010 minimize the distraction for com- rower , skeleton athlete Olympic Winter Games. As well, Summerland Middle peting athletes. Olympians Canada Jeff Pain, triathlete and School (Summerland, B.C.) dedicated part of its placed Olympians at the Hudson’s women’s hockey players Becky Keller, website to adopted freestyle skier Kristi Richards, Bay Co., Birks, VANOC, Acer and Jen Botterill, Jayna Hefford, Tessa who carries a small stuffed bear – a school mascot – RMOW events, among others. Bonhomme and Cassie Campbell. with her as she competes around the globe.

21 THE CANADIAN OLYMPIC COMMITTEE IS A WORLD LEADER IN SPREADING OLYMPISM THROUGH EDUCATIONAL MEANS . T HE CANADIAN OLYMPIC SCHOOL PROGRAM (COSP) WAS CREATED IN 1988 AND SINCE THEN HAS SERVED THE NATION ’S TEACHERS WITH OLYMPIC -THEMED RESOURCES . IT IS FULLY SUPPORTED BY PREMIER NATIONAL PARTNER RBC.

In recent years, COSP curriculum has acquired skills and theory to solve real-life group, 56,129 were educators: principles, grown stronger, reaching a rising number of Olympic problems. teachers and librarians, and represented an Canadian students and educators. Through increase of 368% from 12,000 in 2007. In 2010, the number of COSP members: it, elementary students learn the Olympic Now, COSP reaches an estimated 2 million educators, parents, students, internationals values of fairness, excellence, leadership, Canadian students and had seen interest and the Olympic family rose to 65,286, respect, physical activity and sustainability from 52 nations internationally. spread across all provinces and territories. by studying the stories of famous Olympians. This represents 402% growth from 2007, At the secondary school level, applied when membership was 13,000. Of this learning projects require students to use

Learn more at www.Olympicschool.ca

22 SPREADING OLYMPISM

• Podcasts from RBC Olympians help students apply Olympic values to their own lives by challenging them to be their It is the “Canadian Olympic School Program “Personal Best” within their schools, Challenge” and it inspires students to communities and homes. exercise their mind, body and character • New case studies allow students a via these resources: unique look at the successes of the Vancouver Games and the Canadian A N EW ‘C HALLENGE ’ Stories on 2010 Olympians Alex • Olympic Team. COSP case study In 2010, COSP leaders were aggressive and Bilodeau (Inclusion), Clara Hughes material focuses on the development of progressive in developing new and engaging (Healthy Choices), John Morris (Healthy the new Olympic brand, environmental elements of the program. There was a Active Living), Maëlle Ricker (Respect) sustainability featured at the Games, tremendous opportunity in Canada, as and Joannie Rochette (Courage). technology behind friction and winter 2010 Olympians became household names Activities engage students in the lives of sport, health and wellness of athletes, and the nation was enraptured with the our Olympians and teach them how to and volunteerism in Vancouver. Canadian Olympic Team and its human apply those values to their own lives. stories and record-breaking success. • Canadian Olympic Movement Skills The fresh new Canadian Olympic School An exciting new COSP program was built on resource promotes physical literacy, in Program received high praise from the the soaring Olympic spirit in Canada, acting partnership with PHE Canada. This new International Olympic Committee’s Head of as an engaging bridge between Vancouver evolution is a focus on movement skills Education. The IOC featured COSP in its 2010 and London 2012. It is a very special that reaches beyond school walls into list of Olympic education resources that program that has engaged youth with the sport system. Making students were showcased online. Olympians during this school year, gener - physically literate helps them acquire In a national survey conducted by the COC in ating valuable classroom and community sport skills needed in the COC’s Long 2010, 88% of the 500 respondents ranked learning experiences. Term Athlete Development model. COSP as either “excellent” or “very good”.

23 IN 2010, THE CANADIAN OLYMPIC COMMITTEE ’S CORPORATE PARTNERS CONTINUED THEIR INCREDIBLE SUPPORT FOR ATHLETES , COACHES , AND THE OLYMPIC MOVEMENT IN CANADA . E ACH AND EVERY ONE OF OUR PARTNERS CONTRIBUTED TO THE TREMENDOUS SUCCESS OF THE VANCOUVER GAMES IN THEIR OWN WAY . F ROM PRODUCT AND SERVICE SUPPORT , TO ATHLETE FUNDING AND UNPRECEDENTED OLYMPIC CAMPAIGNS AND ACTIVATIONS , C ANADA ’S OLYMPIC PARTNERS HELPED CATAPULT THE OLYMPIC MOVEMENT INTO THE PSYCHE OF CANADIANS ACROSS THE COUNTRY .

Our National Partners stood above all in outfitter of the Canadian Olympic Team and Fame Gala in Montreal. In addition, the RBC their commitment over the years leading producer of Hbc Canadian Olympic Apparel. Olympians Program continued to be strong up to the 2010 Games with employees In the fall of 2010, Hbc rolled out a after the Games, hiring athletes as commu - engaged from coast to coast to coast. successful second phase of the Red Mittens nity ambassadors and helping them gain Some of their outstanding efforts and campaign, with net proceeds benefitting the skills valuable for life after sport. initiatives are highlighted below. Canadian Olympic Team. Hbc has demon - It was another successful year for strated tremendous support for Canadian Premier National Partner Bell created the Petro-Canada ’s Fuelling Athlete and Olympians from 2006 through 2010 with communications network that delivered Coaching Excellence (FACE) program, its Athlete Support Program, contributing 24,000 broadcasting hours of the Vancouver targeting up-and-coming athletes by $5,000 per year to 200 Canadian athletes Games to an estimated 3.5 billion viewers providing grants of up to $4,000 each to at a total value of $1 million. around the world. Bell’s efforts helped make 50 athletes and their coaches. Petro- the Games the most-watched of all time. As a supporter of Canada’s Olympic Team Canada continued to take a leadership Bell continued to show tremendous support since 1947, Premier National Partner RBC position in its support for the coaches and for the Olympic Hall of Fame Gala and played a key role in sharing the Olympic families of our athletes with the Coaches Olympic Golf Tournament and was an out- Spirit with communities across the country Recognition Evening during the Games, the standing contributor to athletes in Canada. as a co-presenting sponsorship of the Coaching Excellence Awards at their annual Bell’s exemplary athlete programs include Bell Olympic Torch Relay. RBC continued to Sport Leadership sportif Conference and Champions, Athlete and Executive Mentoring demonstrate commitment to the Olympic the Canadian Athlete Family Program. Program, RealChampions.ca and Athletes Movement through its invaluable involvement Finally, the uniquely Canadian James Worrall Connect – a program that provides free in the Canadian Olympic School Program Flag Bearer Award provides recognition to mobile phones and air time to more than in 2010 (detailed in this report) and its opening and closing ceremony Canadian 2,000 athletes each year. co-presenting sponsorship of the Hall of flag bearers. Hudson’s Bay Company is a very active Premier National Partner as the official

24 GM continued their unwavering support of HOW OLYMPIC SPONSORSHIP WORKS • General Mills’ special 2010-inspired red the athletes and coaches that make up the The COC continues to connect with T-shirt promotion was completely sold Canadian Olympic Team. GM provides grants sponsor partners building Olympic support out, with 295,000 of the 400,000 to athletes through its Making Dreams and helping them achieve business available shirts snapped up in the first Possible Program and continues to celebrate objectives, in the run-up to London 2012. two months of the program. coaches across the country. In addition to The Olympic brand has proven a valuable • In the two quarters leading up to and GM’s product support at the Games, they asset in corporate Canada and continues to including the 2010 Olympic Winter continued to support the Canadian Olympic build on the equity developed around the Games, COLD-FX experienced Committee in 2010 through their presenting Vancouver Games. record-breaking profits. sponsorship of the Olympic Hall of Fame Gala. • For Molson, the 2010 sponsorship led to Charlton Strategic Research Inc. found in a a five percent increase in retail sales and “Truly Canadian” National Partner RONA post-Olympic survey that the “Vancouver first quarter growth for the first time in continued its significant support of athletes 2010 experience has strengthened interest four years. through the Growing With Our Athletes 1 in the Olympic brand .” Whether it is the • Teck saw high participation in its Going Program, which provides financial support to summer or Winter Games, the Olympic for Gold employee engagement program 100 high performance summer and winter sport property is the gold standard that and return in the form of enhanced athletes, both Olympians and Olympic offers the greatest reach to all Canadians. pro ductivity, morale, retention and hopefuls. The aim is to assist athletes with Charlton found that overall Olympic recruitment. living, training and competition expenses for impressions trended favourably, and in 2010 • Weston Bakeries Ltd. earned silver for up to five years. The results speak for were significantly higher than in 2006 and “best activity generating brand” at the themselves, 12 of the 14 gold medals won in 2008. Results show that Canadian viewers 2010 Promo! Awards for its “Wonder+: Vancouver were by athletes participating in had a higher recall of many Vancouver 2010 Dreams Begin With Play” campaign. the Rona program. Rona continued to be a sponsors, including Coke, McDonalds, • Purolator elevated its brand to new consistent supporter of Canadian Olympic RBC, Hbc, Visa, Bell, GM and RONA. heights, instilled a sense of pride in its Committee programs and events in 2010. As the momentum of Vancouver turns to employees, and saw total revenue for Many other partners demonstrated support London, a focus on return on investment for 157 customers’ hosted climb eight for the Canadian Olympic Team and its Olympic sponsors is at an all-time high. percent – double the organization’s athletes including Air Canada ’s Elite There are many examples within our annual revenue growth rate. Podium Program, General Mills ’ Aspiring Olympic family of partners: Over the course of 2010, many of our Olympians Program, Molson ’s Fund a Hbc has enjoyed a surging consumer partners received industry awards for Champion campaign and Wrigley ’s C.H.E.W. • awareness of its Olympic sponsorship exceptional Olympic brand activations. campaign, among others. and higher-than expected sales of We would like to acknowledge all partners Olympic clothing. for their outstanding contribution to the Canadian Olympic Team and the Olympic Movement in Canada. 1 Charlton Strategic Research Inc., “Focus on Vancouver 2010 – Olympic Sponsorship Impact Report”

SPREADING OLYMPISM

25 SPREADING OLYMPISM

THE CANADIAN OLYMPIC TEAM IS INVESTING IN THIS EVER -GROWING MEDIA TREND AND BREAKING GROUND ON SEVERAL SOCIAL MEDIA PLATFORMS . THROUGH A STRONG FOCUS ON FACEBOOK AND TWITTER (@CDNO LYMPIC TEAM )– FACEBOOK THE WORLD ’S LEADING The Canadian Olympic Team’s Facebook page is SOCIAL NETWORKS – TWITTER one of the most-liked non-professional Canadian MANY OF THE COC’ S KEY sport accounts. As such, it is the leader for high Twitter is the second major social media GOALS ARE FOSTERED . performance sport, operating as an umbrella to channel for the Canadian Olympic Team. spread the messages from all sports, as well as the In February 2010, the number of followers Social media has provided a unique COC’s own initiatives. Many Canadians now turn to hovered just below 3,000. One year later and seemingly limitless forum to the COC’s Facebook page to voice their perspective in February 2011, the number of followers spread Olympic spirit across the on our sports and lend their support to athletes exceeded 4,600. The Canadian Olympic nation. The Canadian Olympic competing across the world. This has now evolved Team uses this medium to track the Team has plunged in to this online into year-round support for the athletes and updates and progress of Olympic and evolution, using its profile and provides them with extensive exposure outside national team athletes, assist with influence to promote athletes and of Olympic Games competition. spreading results and communication from their accomplishments year-round, sport partners and to bring a wider profile as well as promote the activities of In 2010, it achieved the milestone of 100,000 fans. to the athletes that utilize Twitter – all Canadian sport partners. The COC’s Facebook page has shown dramatic a number on the steady rise. growth in just a one-year period. On Jan. 1, 2010, The Vancouver 2010 Olympic Winter The Canadian Olympic Team Twitter there were approximately 7,000 fans. With Games drove Canadians in large account also provides a means to track Vancouver 2010 and the subsequent up rise of numbers to the Canadian Olympic social interest in the Team. The # symbol, Olympic passion as a catalyst, that number jumped Team’s Facebook and Twitter called a hashtag, is used to mark keywords to approximately 103,000 on Jan. 1, 2011. For any accounts. And while the activity or topics in a Tweet and can be used to given post on the Team’s Facebook page, there are therein predictably slowed after the categorize messages. The Team created routinely approximately 40,000 unique impressions. Games, the momentum continued. the hashtag ‘#cdnolympic’ which is Canadians care more about their The COC harnessed Facebook’s power and reach subsequently used on all ‘tweets’ from athletes now, the media’s interest by running several contests to engage Canadians the COC. This helps consolidate all has been piqued, and as such the and keep the momentum going. No Facebook page messages directly pertaining to Canadian Olympic Movement continues to is more dedicated specifically to Canadian amateur Olympians and assists with observing advance via social media. athletes than the Canadian Olympic Team’s. the reach of our communication.

26 FINANCIAL STATEMENTS

STATEMENT OF FINANCIAL POSITION AS AT DECEMBER 31, 2010 (IN THOUSANDS OF DOLLARS) 2010 2009 $ $ ASSETS Current assets Cash and cash equivalents 15,879 9,358 Receivables and deposits 6,925 4,279 22,804 13,637 Investments 121,160 115,592 Capital assets 318 487 Total assets 144,282 129,716

LIABILITIES Current liabilities Accounts payable and accrued liabilities 1,924 9,572 Deferred revenue 2,189 273 Current portion of lease inducement 30 0 4,143 9,845 Lease inducement 42 0 Long-term deferred revenues 1,816 0 1,858 0 STATEMENT OF OPERATIONS Total liabilities 6,001 9,845 FOR THE PERIOD ENDING DECEMBER 31, 2010 (IN THOUSANDS OF DOLLARS) FUND BALANCES 2010 2009 Externally restricted Revenues $ $ Petro-Canada Olympic Torch Scholarship Fund 8,252 8,035 Partner and marketing revenues 27,159 15,377 Olympic Legacy Coaching fund 10,143 9,705 Interest 1,537 1,657 Own the Podium Fund 3,948 1,508 Dividends 1,607 1,882 22,343 19,248 Investment gain 6,506 14,763 General Fund Grants, donations and other 2,563 15,157 Internally restricted Total Revenues 39,372 48,836 Canadian Olympic Family Fund 103,074 98,205 Expenses Invested in capital assets 318 487 Program and operating expenses 23,676 32,155 Unrestricted 12,546 1,931 Grants and related expenses 0 2,121 115,938 100,623 Investment management fees 393 328 Total fund balances 138,281 119,871 Total Expenditures 24,069 34,604 Total liabilities and fund balances 144,282 129,716 Excess (deficiency) of revenues over expenses 15,303 14,23 2

27 THE DETAILS

28

CLASS P (PAN AMERICAN) Canada ...... Jim Baba S ESSION M EMBERS Canadian Tenpin Federation ...... Stan May National Association of Canada Rebecca Khoury CLASS A (OLYMPIC) Canada ...... Ron Brown ...... Robert Rousselle Roller Sports Canada ...... Maxine McKenzie Athlétisme ...... Gordon Orlikow Canada ...... Kevin Quinn ...... Martha Deacon Canada ...... Cathy Tuckwell ...... Joanne Thomson Water Ski and Wakeboard Canada ...... Peter Person BOARD OF DIRECTORS Bobsleigh Canada Skeleton ...... Reid Morrison CLASS O ...... Therese Quigley PRESIDENT ...... Marcel Aubut (OLYMPIANS AND PAN AMERICAN TEAM MEMBERS) Canadian Amateur Boxing Association . . . Ed Blanchard PAST PRESIDENT . . Michael Chambers Olympians Canada ...... Charmaine Crooks Canadian Amateur Association . . Gordon Peterson VICE-PRESIDENTS . . Gordon Peterson Joel Finlay Tricia Smith Canadian Curling Association ...... Greg Stremlaw Canadian Cycling Association ...... Pierre Blanchard CLASS B (AT-LARGE) TREASURER ...... Wayne Russell President ...... Marcel Aubut Canadian Fencing Federation ...... John Makela IOC MEMBER . . . . . Richard W. Pound Members at-large ...... Thérèse Brisson Canadian Freestyle Ski Association ...... Peter Judge Rebecca Scott Gene A Edworthy James Worrall Honorary Canadian Association ...... Edward Moffat Peter Giles CHIEF EXECUTIVE OFFICER AND Canadian Modern Pentathlon Association . . Robert Noble Diane Jones Konihowski SECRETARY GENERAL . . . . Jean R. Dupré Canadian Snowboard Federation ...... Steven Hills Shane Pearsall NON OFFICER ...... Thérèse Brisson Canadian Soccer Association . . . Dominique Maestracci Stephen G Podborski Charmaine Crooks Canadian Table Association ...... David Jackson Wayne Russell Martha Deacon Canadian Team Handball Federation ...... Rick Ryll Walter Sieber Gene A. Edworthy Canadian Weightlifting Federation ...... Paul Barrett Tricia Smith William J. Hallett Canadian Yachting Association ...... John W Kerr Larry Smith Diane Jones Konihowski CanoeKayak Canada ...... Lorraine Lafrenière Trevor Tiffany Walter Sieber Larry Smith Cross Country Canada ...... Jim McCarthy CLASS C – Canada Hippique . . . . Kerri McGregor (IOC MEMBERS IN CANADA – EX OFFICIO) ATHLETES’ COMMISSION REPRESENTATIVES Federation of Canadian Archers Inc...... Al Wills International Olympic Committee . . . . Richard W Pound Deidra Dionne CHAIR Canada ...... Jean Forrest Rebecca Scott Adam Kreek VICE-CHAIR Gymnastics Canada Gymnastique . . . . . Jean-Paul Caron James Worrall COACH REPRESENTATIVE . . Steven Sugar ...... René Marcil CDN. OLYMPIC FOUNDATION CHAIR . . Vacant CLASS F Canada ...... Fred Blaney (AC EXECUTIVE – EX OFFICIO) HEAD OFFICE –TORONTO Lutte Canada Wrestling ...... Tamara Medwidsky AC – Chair ...... Deidra Dionne 21 St. Clair Ave. E., Suite 900 Nordic Combined ...... Walter Savill AC – Vice Chair ...... Adam Kreek Toronto, Ontario, M4T 1L9 Aviron ...... Michael Murphy AC – Executive ...... Jeff Christie Tel.: (416) 962-0262 Royal Canadian Golf Association ...... Jeff Thompson Jason Myslicki Fax: (416) 967-4902 ...... Richard Powers Rick Say Website: www.olympic.ca Shooting Federation of Canada ...... Susan Verdier Adam van Koeverden MONTREAL Skate Canada ...... William Thompson CLASS H 4141 Pierre de-Coubertin ...... Ron Read (COACHES REPRESENTATIVE – EX OFFICIO) Montréal, Québec, H1V 3N7 ...... Marie-Claire Rouleau Coaches of Canada ...... Steven Sugar Tel.: (514) 861-3371 Natation ...... Dan Thompson Fax: (514) 861-2896 Synchro Canada ...... Catherine Gosselin-Després CLASS J Canada ...... Eva Havaris (CANADIAN OLYMPIC FOUNDATION – EX OFFICIO) OTTAWA Canadian Olympic Foundation ...... Vacant 85 rue Albert Street, 14th floor ...... Tony Eames Ottawa, Ontario, K1P 6A4 Triathlon Canada ...... William J Hallett CLASS K Tel.: (613) 244-2020 Volleyball Canada ...... Wayne Hellquist (IF PRESIDENTS IN CANADA – EX OFFICIO) Fax: (613) 244-0169 Canada ...... Frank Meunier International Federation . . . Adham Sharara

29 The Canadian Olympic Team is proud to thank all our corporate partners for their generous ongoing support.