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/Bobsleigh, Vancouver 2010 Olympic Winter Games 1 PRESIDENT’S MESSAGE Ontario, plans are heating up for the 2015 Pan American Games, where Toronto and the Greater Golden Horseshoe will showcase a major international sport 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 CANADA , 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 Canadians 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 National Sport 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 sports 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 Montreal 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 Olympic Games 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 Innsbruck 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 Ottawa, 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.