Canadian Olympic Committee Launches “Team Canada 2035” 10-Year Strategic Plan Ahead of Milano Cortina 2026

Plan represents more than $500-million private investment in the Canadian sport system 

 Aims to make Canada a world leader in connecting high performance success to grassroots participation

TORONTO (January 26, 2026) – The Canadian Olympic Committee (COC) is proud to announce Team Canada 2035, a new, 10-year strategic plan designed to strengthen the COC’s mission to transform Canada through the power of sport.

Team Canada 2035, which has the unanimous backing of the Canadian sport system, represents a more than $500-million private investment in sport over the next decade, driven primarily by the COC’s 39 marketing partners and COF donors. 

The COC made the announcement this morning as Team Canada opened the market at the Toronto Stock Exchange (TSX), joined by Olympians and representatives from the COC’s marketing partners and Canadian Olympic Foundation (COF) donors. 

Team Canada 2035 is built around three ambitious pillars, each of which aims to help position Canada as one of the world’s leading sporting nations. These are:

• Podium: Becoming a Top 5 nation by combined medal count at both Summer and Winter Olympic Games. 
• Play: Inspiring and engaging 1-million more young people to participate in organized sport. 
• Planet: Championing climate action to preserve our sporting environments. 

These goals were developed in consultation with the Canadian sport system, and will be delivered in collaboration with National Sport Organizations (NSOs) and other sport partners, the COC’s marketing partners, and many others across the sport ecosystem. In bringing these to life, the COC seeks to elevate the Canadian sport system — ensuring it is better funded, coordinated, and more sustainable, all while continuing to champion safe, inclusive, and barrier-free sport for all participants so we can be a Team Canada that reflects Canada. 

Investing in a Bold New Vision for Sport

Over the next decade, the COC is committed to expanding its impact on the sport system by focusing its resources where they will matter most. Highlights of the COC’s current planning aligned with the Team Canada 2035 strategy include:

• Sustained funding for National Sport Organizations, with the aim of partially addressing the persistent challenges faced by Canada’s NSOs.
• New innovative high-performance supports, such as training camps to support athletes on the road to Los Angeles 2028 and French Alps 2030, and expanding programs like RBC Training Ground, which aims to find and fund the next generation of Canadian Olympians. 
• Driving youth participation in organized sport. The COC has already made an initial commitment of $3.5-million to launch a participation incubator, working with NSOs to build or expand sport programs and increase collaboration with equity serving groups and Indigenous sport governing bodies. Complementing this work are marketing partner programs, like the exciting new Bell Starting Line program designed to support newcomer youth participation in sport. 
• Advancing climate action commitments. As outlined in the COC Climate Action Plan, the COC is committed to reducing its carbon footprint by 50% by 2030, towards net zero by 2040, and supporting NSOs and athletes on sustainability initiatives. 
• Supporting the holistic needs of athletes. Team Canada 2035 holds athletes at its centre, and aims to support athletes both on and off the field of play. This includes aligning efforts across programs like Game Plan, physical and mental health and wellness supports, and other existing direct-to-athlete supports like the OLY Canada Legacy Grant, the Team Canada Podium Awards and Great to Gold initiative through the COF. And building on marketing partner programs such as the Petro-Canada FACE Program, Air Canada Podium Program, Sobeys Feed the Dream, Smith School of Business MBA grants, Goodlife Fitness complimentary gym memberships, and others. 

QUOTES:

“We believe Canada is a sporting nation at heart, and that sport matters to Canadians now more than ever. This strategy cannot solve the immense funding gap that still exists in the sport system, but it does direct private dollars to areas where athletes will feel their impact most. And it asks us all to think bigger about what sport can do for Canada – to dream ambitiously about how we want to show up as a nation, both on the world stage and in communities across the country. On the eve of the Milano Cortina 2026 Olympic Winter Games and an incredible year ahead for Canadian sport, I’m excited about where the strategy and investments of Team Canada 2035 will take us.” 
– David Shoemaker, CEO and Secretary General, Canadian Olympic Committee

“Team Canada 2035 presents an exciting vision for sport in Canada, fuelled by the passionate support of our 39 marketing partners and COF donors. We’re proud to support athletes across the country at every stage of their journeys, from grassroots to the Olympic stage.”
– Jacqueline Ryan, Chief Brand and Commercial Officer, Canadian Olympic Committee, and CEO, Canadian Olympic Foundation

“Sport has the power to inspire a nation. Through the vision of Team Canada 2035, the Canadian Olympic Committee takes an ambitious step forward in elevating the sport system, putting both Olympians and the next generation of athletes at the heart of its strategy. Leaning into three essential pillars – Podium, Play, and Planet – their leadership will support the athletes’ journey in all critical areas and set precedent that will inspire others to rally behind. We look forward to continuing to work closely with their team to provide athletes’ input and deliver an optimal sport experience for all.”
– Philippe Marquis, two-time Olympian (freestyle) and Chair, COC Athletes Commission

“Volleyball Canada applauds the COC on the launch of its Team Canada 2035 strategic framework. The plan aligns with our own organization’s goals of supported and sustainable high-performance pathways and athlete-centred success, while recognizing the importance of play and inclusion. We are also pleased to see the addition of climate action, which affects us all, but especially sports played outdoors such as beach volleyball. The plan also highlights the importance of collaboration with all partners, which is crucial in recognizing the role of National Sport Organizations and key to the success of Canada’s sport system as a whole.” 

 – Mark Eckert, CEO, Volleyball Canada

“Team Canada 2035 will make an incredible impact on sport in Canada. All three pillars — Podium, Play, and Planet — are critical for us at Snowboard Canada, and we’re thrilled to be working with the COC on its commitment to continue topping the podium, getting more youth engaged in snowboard, and preserving the winter environments we need for our sport to thrive. We’re excited to execute and lead by example alongside our colleagues at the COC and across the Canadian sport ecosystem over the next decade.” 
– Dustin Heise, CEO, Canada Snowboard

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Media Contacts:

Peter Saltsman
Senior Manager, Public Relations
C: 647-382-6986
E: psaltsman@olympic.ca

Vanessa Lee
Director, Communications and Media Relations
C: 514-216-1417
E: vlee@olympic.ca