ZHANGJIAKOU, China – The Vancouver Olympics created an unprecedented enthusiasm for amateur sport in the country. But since 2010, corporate funding has run out of steam and sports federations have to work hard to allow the country’s athletes to keep their place among the world’s elite. Those encountered by The Canadian Press at the Beijing Games are unanimous: Vancouver must obtain the 2030 Olympics in order to give a second wind to private investment.

“Canada thinks differently from other countries, which rely on major corporate sponsorships,” notes Jean-François Rapatel, High Performance Director at Snowboard Canada. Having the Games in Canada is what wakes up people and businesses, what excites them. They realize that this is an opportunity for the country to do well. I was with Alpine Canada from 2005 to 2013, I saw the effect that Vancouver 2010 had. Sponsors showed up, everyone wanted to be involved in one way or another. We learned from that, but we didn’t learn to fill the gap that exists, to perpetuate that over time. »

“I think they’re 100% right in saying that,” said Peter Judge, CEO of Freestyle Canada. There is certainly still interest from the corporate world in the Olympics and the athletes, their stories and their exploits at the Games. There is no doubt that a major platform, as we saw before Vancouver 2010, attracts corporate investment. I also believe, as we have seen over the years leading up to 2010, that there is a pride taking hold across the country. I believe that the corporate world wishes to invest in this pride, that it is itself proud to participate by helping the athletes. »

Freestyle Canada, the corporate contribution in 2022 represents barely 30% of what it represented in 2010. These figures are essentially the same at Nordiq Canada, which governs cross-country skiing in the country. This has a direct impact on the operations of these federations, in addition to having an effect on the development of the next generation.

“What we hear from the sports world is very clear: the money coming from the corporate world has decreased significantly over the last 10 to 12 years,” adds Judge. These corporations may have tried to take advantage of certain associations, whether with athletes or federations. This is very valid, but these associations tend to have a limited duration. With the various challenges to be overcome by everyone, such as the financial crisis of 2008 (which was really resolved in 2014 in Canada), COVID and all the other challenges we have encountered since, there is no doubt that it is more difficult to obtain the commitment of the corporate world. All of these “external forces” can have a profound impact on the commitment power of companies.

“I believe that the corporate world will thoroughly review the way it engages socially and sport will be part of this thinking. A possible Vancouver Games that would take place in eight years: that puts us in a good position. »

But for some, there is more than the time separating us from the last Games in Canada that can explain the disinterest of the corporate world.

“I would say that for four or five years, we have all been victims of the bad decisions of the International Olympic Committee (IOC), estimates Dominick Gauthier, co-founder and director of operations of B2Dix, a private philanthropic funding organization for athletes. People are exasperated. We felt it a lot before these Beijing Games. Even people who are passionate about sports, like me and the people around me, are starting to ask serious questions. We also feel it in people who are not part of this Olympic Movement, people who watch us on TV or who read us: there is a very great loss of breath. It was taken to another level with the Games in China, the doping cases, etc. Every day I wake up wondering what bad news we will have yet. I want to talk about the positive, but we are not given a choice! »

“As for the rest of society, there is greater attention to environmental values, social causes, good governance, underlines Stéphane Barrette, CEO of Nordiq Canada. When we solicit sponsors or potential donors, these are themes that are more and more dear to them. They ask a lot of questions. They want to make sure that if they support a national federation, it will have very high ethical values, among other things. »

And, adds Barrette, professional sport also comes to play in the flower beds of amateur sport.

“Several reports show it: amateur sport has lost a little more market share compared to professional sports over the past four or five years. »

The COC less affected

The Canadian Olympic Committee (COC) has fared better than most federations since Vancouver 2010, allowing it to give back to national federations

“It’s more of a growth that has taken place since 2010 with our partners,” says Éric Myles, Chief Sport Officer at the COC. The important thing is that it’s not just going to the COC. Yes, we had an increase, but there has been an increase in our ability to come and help and work with the federations since 2010.

It gives examples of the assistance provided to federations to help them improve their governance, their marketing strategies or their business development.

“Ninety-five (95)% of our assets are all investments that return to the community. Some go through Own the podium and focus more on high performance, but there is also a lot of support work with the federations that is being done,” continued Myles.

However, he agrees with the Canadian sports federations on this point: the Games in 2030 would be beneficial for all.

“Yes, the coming of the Games is very important for various reasons, not just at the corporate level. Firstly, all the enthusiasm that this entails, we have just seen it with two very close Olympics, at the level of the population, of the young people. Then, the corporate side and the commitment of governments. (…) The Games provide that engine.

“Today, we still capitalize on the funds that were created after Calgary (1988) and Vancouver. So, yes, this candidacy is essential to bring the sports system to another level and come and help us. »

“I don’t think a simple candidacy is enough to turn the tide and rekindle the interest of the corporate world and, who knows, take advantage of enhanced funding from the Canadian government for high performance,” Judge nevertheless qualifies. It takes the Games. A candidacy does not have the same cachet as a platform as obtaining the Olympic Games in due form. »

Salt Lake City, Sapporo and a Barcelona-Andorra-Pyrenees bid have officially expressed their interest to the IOC, which no longer necessarily holds an election between
Candidate Cities seven years from the Games, as it has done in the past. The IOC has adopted a “new flexible and collaborative approach (which) means that there is no longer a cycle of
fixed candidacy,” Olympics.com read. The American, Japanese and Spanish candidates have thus demonstrated their interest in the Games in 2030, 2034 or 2038.

So far, the Vancouver-Whistler file, prepared in collaboration with four BC First Nations, has received support from the COC. A feasibility study was launched earlier this month, but Canada has yet to submit an official bid.