CANADIAN OLYMPIC COMMITTEE - Team Canada · CANADIAN OLYMPIC COMMITTEE. 2 ... There, in Canada’s first Olympic city, Olympic spirit soared as the COC hosted a parade of 2010 Olympians

C A N A D I A N O LY M P I C C O M M I T T E E

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C O N T E N T S

PRESIDENT’S MESSAGE 2

CEO & SECRETARY GENERAL’S MESSAGE 3

VANCOUVER 2010 4

PARADE OF ATHLETES 6

2010 HALL OF FAME 8

A CLEAR VISION AND DIRECTION 10

OLYMPIC PREPARATION: BUILDING 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-OLYMPIC EXCELLENCE SERIES 20

CANADIAN OLYMPIC SCHOOL PROGRAM 22

OLYMPIC PARTNERS IN ACTION 24

A SOCIAL 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

C A N A D I A N O LY M P I C C O M M I T T E E

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P R E S I D E N T ’ S M E S S A G E

With renewed energy, a new focus and keenhunger for success, we have set off on a newtrajectory to capitalize on the momentumcreated by the Vancouver Games’. To be amongthe world’s best sport governing bodies, wemust think, plan and execute like the best. As detailed below, initial changes incorporated a new vision, a more distinct brand, a new direc-tion that sees us working as one team with allthe National Sport Federations; and many waysin which we will continue to help Canadianathletes, coaches and sports achieve success.

Following the success in the West, we broughtthe magic of the Winter Games to the East withthe biggest Olympic Hall of Fame celebrationever: a ceremony nationally broadcast foreveryone to see. We kicked off the annual eventby taking to the streets of Montreal with aparade of the 2010 Olympians and Paralympians.The passion we witnessed that day was proof of how devoted Canada now is to the Games, the Olympic Movement and its athletes.

Our next generation of athletes also tookcentre stage in 2010 as the inaugural YouthOlympic Games touched down in Singapore. In the meantime, preparations are wellunderway for the 2011 Pan American Gamesthat will take place in Guadalajara, as well asthose for the first Youth Olympic Winter Gamesin Innsbruck and the next Olympic Games inLondon, both in 2012. In addition in Southern

Ontario, plans are heating up for the 2015 Pan American Games, where Toronto and theGreater Golden Horseshoe will showcase amajor international sport event.

All the COC's ongoing initiatives, such as theCanadian Olympic School Program, OlympicVoice, Adopt-an-Athlete and the Post-OlympicExcellence Seminar, took on a greater significanceas athletes take centre stage in the new direction.

As our athletes experience increased success on the world stage, so should the COC play a larger role within the international sportcommunity. A greater number of Canadians arefilling roles within the IOC family; we are hostingand attending more frequent meetings with partners such as the IOC and other NationalOlympic Committees; and of course, we willcontinue our active involvement in major eventswithin the international sport community.

None of what the COC does would be possiblewithout the ongoing support of our Olympicpartners. We are truly fortunate to have anation and major corporations so passionatelyinvested in the Olympic Movement. To them, I say thank you. I would also like to express mythanks to the volunteers and Board membersfor their dedication and contribution to theadvancement of the Olympic Movement.

To our athletes, coaches, NSFs and sport part-ners, I say thank you for the amazing efforts of2010. The future is bright. Let's together takethis momentum forward and create an Olympicsports system which is the envy of the world.

MARCEL AUBUT, OC, OQ, QC, AD E PRESIDENT

2010 BROUGHT ON ANIMPORTANT EVOLUTION OFTHE OLYMPIC MOVEMENTIN CANADA, A CHANGETHAT HAS SEEN NEW LIFEFLOW IN TERMS OF THESUPPORT, AND OFEXCITEMENT FOR, OURCANADIAN TEAM. THEVANCOUVER GAMES SAWTHE COUNTRY TAKE A NEWSTANCE, CANADIANS WERENOT ONLY SPECTATORSBUT LIVED EVERY MOMENTWITH US. THEY BECAMEPARTICIPANTS AND NOTBYSTANDERS – UNITINGUS LIKE NEVER BEFOREAND SHOWING THE WORLDTHAT WE CAN COMPETEWITH THE BEST. THAT ISNOW A FUNDAMENTALBUSINESS BELIEF AT THEVERY HEART OF THISORGANIZATION.

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C E O A N D S E C R E TA RY G E N E R A L ’ S M E S S A G E

THIS PAST YEAR WAS CLEARLY ANEXTRAORDINARY TIME FOR OURORGANIZATION, A YEAR OFINCREDIBLE SUCCESS ANDCHANGE. BOTH THE CANADIANOLYMPIC COMMITTEE AND THECOUNTRY WERE WITNESS TO THEGREATEST SPORTING EVENT EVERHOSTED ON HOME SOIL, FOREVERALTERING OUR VISION, GOALS,STRATEGIES AND THOSE OF OURPARTNERS. Following my arrival in April 2010, life hasbeen busy. Throughout the first few weeks,the excitement was palpable. A new passionhad awakened in Canadians, and as anorganization we needed to step up and capi-talize on this great momentum. Now, morethan ever, Canada needs an effective sportsystem, without duplications, with betterrelationships and partnerships and the mostimportant and vital assessment to make as agroup was to identify ways to develop ourcore business – the sports and the athletes.

What were we doing right? What were ourNational Sport Federations and governmentpartners doing well? What needed to beimproved and adapted to help us be amongthe best in the world and stay there?Analyzing the current situation was perhaps

the easiest element of this new strategy: we are the leaders of a strong sportingnation, one with great talent and potential.But how are we going to make it better andincite Canadians to follow and support thecountry’s hard working athletes in themonths and years outside of the Olympic Games?

Building a first-rate team to service world-class partners and further investing andredefining our commitment to the nationalsport community, the athletes, theircoaches, and the NSFs were the priorities.

To ensure the COC was properly alignedwith the sport community, we made important organizational changes –we created a new Sport and NSF Servicesdepartment in Ottawa, which would focus onassisting the NSFs to prepare and excel inthe Olympic environment, plans were put inplace for an Athlete Services department inMontreal, to service athletes both on andoff the field of play, prior to, during andpost-athletic career. Toronto remained thehub for all the COC’s ongoing corporatebusiness and marketing efforts.

Early on, I sat down with ChristopherOverholt, our newly appointed ChiefOperating and Chief Marketing Officer, toreview our state of affairs and we laid out avery ambitious business plan. We knew the

potential of this organization and with thereturn of our Marketing Rights following thedissolution of the Joint MarketingPartnerships Agreement with VANOC, we needed to capitalize on the opportunityand build upon the brand.

If we have learned anything from Vancouver,it is that a united team is a stronger team.We have embraced this mantra and will doeverything possible to lead by example andfocus on delivering exceptional services backto our members. We ask athletes to beamong the best in the world; we must askthe same of ourselves.

I want to thank the COC men and womenfor their hard work and dedicationthroughout 2010, which enabled the organi-zation to navigate changing tides, deliver toboth our members and partners, and position the COC for the future. I want alsoto thank our Board and Session members forsharing our vision and for their supportthroughout this incredible year. I’m proud tonow lead such a remarkable group, and evenmore excited about the opportunities thatlay ahead... to deliver a redefined commitment.

JEAN R. DUPRÉCEO & SECRETARY GENERAL

At the Vancouver 2010 Olympic WinterGames, Canadian athletes took on theworld’s best with confidence and, on homesoil, achieved a new level of success. The most gold medals ever won at anOlympic Winter Games – 14. The mostwinter medals ever for Canada – 26. Themost top-8 finishes ever for Canada – 72.A rising number of athletes who finishedfourth or fifth – 24. And of the 202athletes, 87 of them captured a medal.

The Games united 33 million Canadians in a way never before seen. Olympic spiritreached new heights as Canadians – sportfans or not – cheered on one team, whichproduced sparkling results. According to anindependent study by Charlton StrategicResearch Inc, the overarching feeling that2010 Olympic viewers felt was national pride.It found that the Olympic Winter Games isthe sport property Canadians have the mostinterest in, at 47%. The Canadian Olympic

Team has the broadest reach across agecategories and genders compared to profes-sional sport leagues. Post-Olympic researchalso found that 94% of respondents believeit is important to build amateur sport inCanada, and 90% feel great national pridewhen the Team wins medals. SponsorshipIntelligence found in August 2010 thatOlympic interest is at an all-time high inCanada, rising 12% since 2006.

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STAGED IN FEBRUARY 2010, THE XXI OLYMPIC WINTER GAMES SINGLE-HANDEDLY STRENGTHENEDPASSION FOR CANADIAN ATHLETES AND SPORTS, AND BROUGHT THE OLYMPIC MOVEMENT TO THEFOREFRONT ACROSS THE NATION. AND THERE IT HAS STAYED – CANADIANS STILL BUZZING LONG AFTERTHE GAMES ENDED, ABOUT WHAT HAPPENED AND WHAT WAS TO COME IN LONDON 2012.

Never has one Games had a greater impacton the success of our athletes and sports.After Vancouver, there is a fresh resolve inCanada to achieve Olympic excellence everytwo years. To that end, there are now greaterresources than ever before to compete withthe world’s best. Improved technology,increased coaching and more significantinvestment have helped push Canadianathletes over the top in their respectivesports. Athletes posted abundant evidenceof this during the remarkable 2010-11 winterseason that followed the Games.

Overall, the Vancouver Games contributedto a sense of “one team” among all highperformance athletes in Canada. Summerathletes have already begun to feed off themomentum from Vancouver as they pushtoward London 2012 success.

In fact, the legacy of Vancouver 2010 lays inthe newfound confidence and belief sharedby all athletes, coaches and National SportFederations. The Canadian Olympic Teamwas bold enough to think it could competewith anyone and win. Intense preparationswent into the Games, coupled with a senseamong athletes that they could win a medal

at any time. Canada’s record-settingperformance stemmed from somethingintangible – that at any given time it isn’tnecessarily the best athlete who wins, butthe ones that believe they can.

Such confidence has been transferred fromthe 2010 athletes not only to those inwinter sport but those in summer sport aswell. Vancouver 2010 helped forge a uniqueCanadian Olympic Team identity, and theconfidence and boldness displayed oneyear ago is shared among all athletes aimingto compete on the world’s biggest stage inthe future.

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A N E W LY PA S S I O N AT E C A N A DA

For a full report of Canadaat the Vancouver 2010Olympic Winter Games,please see the COC’s2009 Annual Report.

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There, in Canada’s first Olympic city, Olympicspirit soared as the COC hosted a parade of2010 Olympians and Paralympians presentedby the City of Montreal and the Government of Canada, in partnership with Chevrolet andRONA. Flowing down Ste-Catherine Street, the same street that has welcomed prestigious

parades for the Stanley Cup and the Grey Cupchampions, and ending at Philips Square, thisunique event marked the first time that thislarge a group of Canadian Olympians havecome together for a parade in a major Canadiancity celebrating a recent Games.

THE MOST VIBRANT EXAMPLE OF THE COC BUILDING ON THEMOMENTUM CREATED BY THE RECORD-SETTING ATHLETES IN VANCOUVERTOOK PLACE IN THE STREETS OF DOWNTOWN MONTREAL.

One day before the groundbreakingparade, the COC, in partnership with the federal government, arranged for 135Olympians and Paralympians and 20coaches to visit Parliament Hill. The Houseof Commons was flooded with Olympiccelebration when this throng of 2010athletes converged on the floor to a loudand long round of applause. Few times has the House been so full of bodies, asathletes shook hands with Members ofParliament and an impromptu rendition of ‘O Canada’ broke out in the chamber.

O LY M P I C S P I R I T S OA R S

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Over 150,000 patriotic Olympic fans linedthe street to cheer on more than 160 ofCanada’s 2010 athletes perched on a sea offloats. As a lead-up to the 2010 CanadianOlympic Hall of Fame celebrations, theparade bolstered the Olympic Movement,reminded the entire nation of the successof the Canadian Olympic Team, and forgeda belief among athletes that they have thesupport of their country now and into thefuture. The parade counted a long list of2010 Olympians, including medallists Alex Bilodeau, Joannie Rochette, Jasey-Jay

Anderson, Michael Robertson, HayleyWickenheiser, Denny Morrison, CharlesHamelin, Marianne St-Gelais, Maëlle Ricker,Jenn Heil, Ashleigh McIvor, Tessa Virtue,Scott Moir, Kaillie Humphries, HelenUpperton, Cheryl Bernard and many more.

The athletes themselves, representing thevast majority of the Canadian Olympic Teamfrom Vancouver, seemed the most festive ofall, soaking in the spirited atmosphere. In all,the parade included about 800 participantswith athletes grouped into floats accordingto sport, joined by younger local athleteswho compete in the same sport.

For fans, it proved a once-in-a-lifetimeopportunity to cheer on Olympic and

Paralympic heroes that enthralled thecountry on home soil. The Philips Squarecelebration included remarks from thenCOC President-Elect Marcel Aubut, SportsMinister Gary Lunn, Quebec Sports MinisterMichelle Courchesne and Montreal MayorGerald Tremblay. Every athlete was formallyintroduced to the crowd with one athletefrom each sport group speaking directly tothe congregation of fans.

It was a memorable event, an Olympicparade of unparalleled magnitude, whichfurther illustrated the power of the OlympicGames and Canadian athletes to unite thiscountry. And it showed that when anOlympian climbs on the podium, all ofCanada climbs up as well.

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O LY M P I C S P I R I T S OA R S

Attendees filled the floor of the Bell Centrewhere current Olympians and honouredguests – including Prime Minister StephenHarper – looked on as the Hall of Fameopened its doors to another group ofOlympic legends. They were sprinter Bruny Surin, kayaker Caroline Brunet, speedskater Susan Auch, athletics coach PaulPoce and Olympic builders Walter Sieber,Peter Lougheed and Carol Anne Letheren(posthumous). The Canadian OlympicOrder was bestowed on VANOC CEO JohnFurlong, B.C. Premier Gordon Campbell and2010 visionary Jack Poole (posthumous).

Just weeks after the close of the VancouverGames, the Hall of Fame event brought the Olympic family together in celebrationto mark the end of the Olympic cycle. In hosting the hallmark event in Montreal,the COC further united Canada followingthe Games that unfolded so memorably on

the West Coast. The Hall of Fame inductionwas extraordinary in 2010, as not only did it honour the distinguished inductees butalso paid tribute to the eight years of hardwork and preparation that went into the2010 Games – the most successful sportingevent ever held in Canada.

It was a resounding success, airing nationallyin French and English on CTV and Vnetworks. It featured top Canadian artistsincluding Sarah McLachlan, Tom Cochrane,Ginette Reno, the Canadian Tenors, SimplePlan, and Canada’s Olympic BroadcastMedia Consortium’s anthem singers Annie Villeneuve and Nikki Yanofsky, withcomposer Stephan Moccio. Prime MinisterHarper was Honorary President of theevening, joined by Quebec Premier JeanCharest. The Gala’s host was Ben Mulroney.

The unforgettable show, hosted by CTV’sBen Mulroney, was led by Artistic DirectorGuy Lévesque, best known for creating “Just for Laughs” galas. Guy St-Onge led the musical direction while the MontrealJazz Festival’s Philippe Dunigan led a 20-member orchestra. The tremendouscreative team also included lightingdesigner Yves Aucoin, projection designerOlivier Goulet and television producer anddirector Jean Lamoureux.

Co-chairs of the Gala event were CEOsJacynthe Côté (Rio Tinto Alcan), PierreBeaudoin (Bombardier) and Mark Smith(Pandion Investments Limited). TheCanadian Olympic Hall of Fame Gala Dinnerand Induction Ceremony raised an amazing$2 million for Canadian athletes throughthe Canadian Olympic Foundation.

A SPECTACULAR CELEBRATION OF THE OLYMPIC MOVEMENT UNFOLDED AT THE 2010 CANADIANOLYMPIC HALL OF FAME GALA DINNER AND INDUCTION CEREMONY IN MONTREAL. IN ITS MOSTIMPRESSIVE AND COLOURFUL INCARNATION EVER, THE EVENT SUCCESSFULLY PUT THE CANADIANOLYMPIC TEAM FRONT AND CENTER COURTESY OF A CTV NATIONAL BROADCAST.

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THE 2010 CANADIAN OLYMPIC HALLOF FAME INDUCTEES:SUSAN AUCH is a five-time Olympic speedskater. Her Olympic career began in 1988 inCalgary, on the short track – which was ademonstration sport. She captured bronzein the 3,000-metre relay. Soon after, Auchswitched to long track and dominated withsix national sprint titles and two Olympicsilver medals in the 500 metres.

CAROLINE BRUNET is a five-time Olympianin kayaking, and one of only 13 athletes towin medals at three successive OlympicGames in the same event. She competed inthe K-1 500 metres, collecting two silversand a bronze medal between 1996 and2004. She was a world champion 10 timesover and amassed 21 World Championshipmedals throughout her career. Brunet wasCanada’s 2000 Olympic flag bearer.

BRUNY SURIN is a four-time Olympian and 1996 gold medallist in the men’s4x100-metre relay. Competing in eachGames from 1988 to 2000, Surin was alsoan Olympic long jumper and 100-metresprinter. The 1996 relay team is one ofCanada’s most historic sport moments.Surin is also the 1993 and 1995 worldindoor champion in 60 metres. Outdoors,he won five World Championship medals inthe relay and the 100 metres.

PAUL POCE, athletics coach, founded thedistinguished Toronto Olympic Club in1954. He is their current head coach andclub administrator while also having servedas national team head coach at Olympic,Pan American and Commonwealth Games.He personally coached athletics stars John Craig, Paul Craig and Jerome Drayton.

CAROL ANNE LETHEREN was president ofthe Canadian Olympic Association from1990 to 1994 and CEO from 1995 until herdeath in 2001. That year, she was awardedthe Canadian Olympic Order (posthu-mously). Letheren was an IOC member in Canada from 1990 to the time of herpassing, and was an ambassador in theadvancement of women in sport and in the Canadian Olympic Movement.

PETER LOUGHEED was Premier of Albertafrom 1971 to 1985, during which time hewas instrumental in developing the bid forCalgary’s Olympic Winter Games. Amongmany roles, Lougheed served as HonoraryChair of the Calgary Organizing Committee,and in 2000 was awarded the CanadianOlympic Order.

WALTER SIEBER is a global expert in theorganization of major sporting events. The board member of both the COC andVANOC was director general of sports forthe Montreal 1976 Olympic Games. Sieberthas been deeply involved in the OlympicMovement since.

THE CANADIAN OLYMPIC ORDERWAS AWARDED TO:B.C. PREMIER GORDON CAMPBELL was atireless supporter of the 2010 Olympic andParalympic Winter Games. He presented atthe winning bid in 2003 and ensured, pre-Games, that Vancouver 2010 wouldhave a lasting impact on communities andathletes through the Legacies Now program.Under his leadership, B.C. was the firstprovince to contribute to Own the Podium.

JOHN FURLONG was the leader of the 2010Olympic Winter Games, first the presidentand chief operating officer of the BidCorporation and then chief executive officerof VANOC. He is one of the most influentialsport figures in Canada and is now chair ofOwn the Podium’s Advisory Board.

JACK POOLE, former VANOC chairman,played an incredibly active role in thecommunity and received many awards,including an appointment to the Order ofCanada and the Order of British Columbia.He died peacefully following a valiant battlewith pancreatic cancer on October 23.

DURING THE MOMENTOUS CANADIAN OLYMPIC HALL OF FAME GALA & INDUCTION CEREMONY INMONTREAL, THE COC PROUDLY HONOURED INDIVIDUALS WHO MADE A SIGNIFICANT IMPACT ON THEOLYMPIC MOVEMENT. THEY ARE THE ONES WHO HAVE HELPED THIS COUNTRY FORGE AHEAD IN HIGHPERFORMANCE SPORT. THEY HAD GREAT SUCCESS THEMSELVES AND LAID THE GROUNDWORK FORTHE UNPARALLELED SUCCESS WE ARE WITNESSING NOW.

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S P O RT

The heart of the COC’s brand is sport. There is in place a full shift toward an athletecentered focus, and a redefined brand knownas the Canadian Olympic Team. This Teamunites 33 million people around Canada’snational sport brand. It brings everyonetogether to support one team – comprisedof all winter and summer athletes.

This shift is happening at a time whenCanadians from coast to coast to coast arestill relishing the emotions of hearing thenational anthem play as Canadian athletesstood on the podium and made us proud.Olympians are the core of the CanadianOlympic Team. Our goal is to do away withthe distinction between winter and summerteams and focus on building one unitedCanadian Olympic Team that represents all Olympians and Canada.

The Canadian Olympic Team brand is now stronger than it has ever been.Consider several statistics collected by the COC in 2010.

• 91% of respondents believed theVancouver 2010 Winter Games had apositive impact on Canada1

• The Olympic Games are the No. 1sports property in Canada, with 47% ofCanadians most interested in the WinterGames ahead of 36% most interested in the National Hockey League2

• While watching the 2010 Olympic Winter Games, 73% of Canadians saidthey felt national pride3

• Nearly half of Canadians ‘stronglyagreed’ that any Olympic Games boostsnational pride4

• Two separate surveys show that the No. 1reason Canadians watched the Gameswas to watch and support the Canadianathletes5

VISIONCanada is a world leader in sport, inspiredby the passion and performance of theCanadian Olympic Team.

MISSIONTo lead the achievement of the CanadianOlympic Team’s podium success and toadvance the Olympic values in Canada.

BRAND MANIFESTOWhen athletes step on the podium, Canadianssee something in themselves. It’s a sharedmoment of national pride and the belief we can all strive for excellence.

The Canadian Olympic Team represents the highest level of sport in Canada. By ourpodium success, we understand and embraceour leadership role in this country; to live withintegrity, to give it our all and to inspire ouryouth.

JUST AS THE NATION’S OLYMPIC MOVEMENT TRANSITIONS FROM VANCOUVER 2010 TOLONDON 2012, THE CANADIAN OLYMPIC COMMITTEE ITSELF STARTED ITS OWN TRANSITION INTHE POST-2010 ERA. A NEW VISION AND PHILOSOPHY HAS TAKEN STRONG HOLD, WHILE A FRESH COCBRAND WAS ASSEMBLED. ALL TOLD, IT MARKS A NEW DIRECTION, BUILDING ON MOMENTUM FROMTHE PAST, AND GAINING NEW FOUND STRENGTH FOR THE FUTURE.

1 Sponsorship Intelligence survey of respondents aged 13-652 Charlton Strategic Research Inc.™ Copyright. © 2010 Olympic Sponsorship Impact Report

3 Sponsorship Intelligence survey of respondents aged 13-654 Charlton Strategic Research Inc.™“Connecting With Canadians” Oct 20065 Charlton Strategic Research Inc.™ Copyright. © 2010 Olympic Sponsorship Impact Report; Sponsorship Intelligence survey of respondents aged 13-65

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What drives the new plan is a “one team”mentality among the Canadian OlympicTeam and the many sports in Canada.

The COC’s direction stems from a magni-fied focus on sport and a renewed commit-ment to sport partners. In 2010, the COCupgraded its sport division, shifting its“Olympic Preparation & Games” group to“Sport and NSF Relations.” This importantmove, championed by the new ExecutiveTeam of CEO, Jean R. Dupré, COOChristopher Overholt and Executive ManagingDirector Caroline Assalian, permitted theCOC to reach for its new goal – namely, toassist NSFs in being world leaders andexperts in their respective sports.

In June 2010, at the COC’s ExtraordinarySession meetings, NSF executive memberswere united in their desire to be worldleaders. To realize this goal, the COC willbuild on programs already in place, such asthe Own the Podium technical program,

as well as add new initiatives focusing on NSF leadership.

For years, the COC had one of the world’sstrongest Olympic preparation compo-nents, helping athletes, coaches and NSFsboth prepare for and compete at everyOlympic Games. From this solid base, athird component was added in 2010: NSF services. The COC has begun workingwith NSFs and other sport partners to addvalue and eliminate obstacles that stand inthe way of their progress. These initiativesinclude sharing best practices, eliminatingduplications, organizing forums whereleaders can gather and exchange ideas, andcreating mentorship programs.

The international profile, recognition andvoice of the Canadian Olympic Committeewill be used in the best interests of NSFsand other sport partners so they canachieve greater global success. This, in turn,will help cultivate future Olympic heroes.

This new direction also encompasses a newvision for athlete services. The COC intendsto further build relationships with athletes,exceeding its current services in the lead-up and preparation for an Olympic,Pan American and Youth Olympic Games.Athletes will receive added priority, as theCOC works in collaboration with NSFs andpartners to nurture and develop them whenthey first enter sport (such as at a CanadaGames), through to the Olympic level, andthen into life after sport.

It means a fuller relationship between theCOC and its former, current, and futurehigh performance athletes. These individ-uals represent the core of the Canadiansport system, and the COC will make it apriority to continue delivering the toolsthey need to succeed in sport and in lifeafter sport. The COC understands thatathletes can be more than Olympians; they can and should be leaders in Canada.

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 CORECONCEPTS: SUPPORT CANADIAN ATHLETES AND SUPPORT NATIONAL SPORT FEDERATION PARTNERS.

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G A M E S – O LY M P I C P R E PA R AT I O N :

The COC polled nearly 400 athletes,coaches and 2010 team members followingthe Vancouver Olympic Winter Games. The consensus was that such preparationyields a direct benefit on athlete performance. For athletes (including medallists), being familiar with venues priorto the Games and feeling part of a unifiedCanadian Olympic Team proved very important – both ranking among the highest factors in having a positive impacton Games-time performance.1 Both of those are a direct result of the COC’spreparation programs.

1 “Vancouver 2010: Evaluation Survey Results”

OLYMPIC PREPARATION SERIESThe goal of this series is to prepareCanadian Olympic Team members to deliverpodium results by giving them tools andskills that will address the unique challengesof working, coaching and competing at theOlympic Games. Preparation includesbuilding a cohesive team, developing podiumstrategies, lending practical informationabout the upcoming Games environment,providing Communications training andbuilding athlete confidence.

In May and November 2010, the COC heldtwo preparation workshops for coaches,team leaders and members of 2012 mission

staff. Among the COC’s new initiatives was afirst-ever team leader planning binder, filledwith documents to help guide NSF leadersthrough the two-and-a-half years leading upto the Games. A third event, the OlympicExcellence Series, takes place in November2011 where athletes will also attend forpreparation, inspiration and team building.

The COC has developed a new programcalled the “Olympic Speaker Series.” Led byOlympic champion rower Marnie McBean,athletes can learn from veteran Olympiansand coaches about what to expect and hearvarious perspectives on achieving Olympicsuccess.

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 GAMESENVIRONMENT? THE ANSWERS COME IN THE FORM OF THE OLYMPIC PREPARATION SERIES, A THREADOF WORKSHOPS AND MEETINGS THAT BUILD TOWARD AN OLYMPIC GAMES, AS WELL AS SPECIALIZEDVISITS TO THE HOST CITY WELL IN ADVANCE OF THE GAMES.

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Canadian athletes and NSF leaders have beenactive in visiting London in preparation. In 2010,the COC organized visits by athletes in rowing,triathlon and sailing – helping London Olympichopefuls familiarize themselves with their venue,get a feel for the surroundings and, in the casesof triathlon and sailing, compete on the actualvenue. Triathlete Paula Findlay of Edmonton wasthe toast of London in her World ChampionshipSeries win. Rowers were able to take to the waterfor training.

The COC has helped plan visits by head coachesand high performance directors in each targetedsummer sport, for a better understanding of location, venue, accommodation and transportation. In this way, all fine details can beconsidered and corrected well in advance, leavingathletes and coaches to focus solely on results.The COC was also able in 2010 to identify thelocation of Canada’s Performance Centre,Canada Olympic House and the outfitting operations for use at the Games.

As 2011 unfolds, preparation for London 2012will ramp up considerably with a rush of testevents where athletes will compete at Olympicvenues, as well as continued familiarization visits.Members of the COC will partner with NSFs toensure all athlete trips to London are fashionedfor optimal Olympic preparation in the form ofOlympic simulations or dress rehearsals.

The COC operates with the vision that the more Canadian sports integrate the Games environment into daily training, the more“normal” an Olympic Games will be. This involvesadapting a sport’s daily training environment to fit into the realities of working and competingin the Olympic environment. This philosophy is one the COC is actively leading among all in the high performance sport system.

The COC does everything it can to prepareathletes who have shown medal potential toperform and succeed on any given day inOlympic competition.

SOCHI 2014 OLYMPICWINTER GAMES

Though Vancouver is still in the heartsand minds of Canadians, the COC andwinter National Sport Federations are

already looking ahead to the nextWinter Games, to be contested in

Sochi, Russia. In 2010, COC preparation staff invited

all winter sports to join them to visitSochi. The goal was to get a good “layof the land”, as well as to gain a feelfor the surroundings and the locationof the Athlete Villages. It also providedan opportunity for the high performancedirectors from all sports to gather and

share ideas and experiences, and toshape the COC’s Sochi strategic

preparation plans. The COC will helpeach sport in the planning of their

individual visits to Sochi in advance ofthe 2014 Games.

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EVERY FOUR YEARS, THE COC’S TEAM OF ATHLETES AND COACHES COMPETE AT THE PAN AMERICANGAMES. CANADA HAS A PROUD HISTORY OF INVOLVEMENT, JOINING ALL 42 PAN AMERICAN SPORTORGANIZATION MEMBER NATIONS IN A COMPETITION THAT COMPRISES ALL OLYMPIC SUMMER SPORTSAND SOME NON-OLYMPIC ONES AS WELL.

G A M E S

GUADALAJARA 2011Next for Canada is the Guadalajara 2011Pan American Games. In early 2010, JacquesCardyn, 1983 Pan Am gold medallist infencing and 1984 Olympian, was namedCanada’s Chef de Mission for the 2011Games. Shortly thereafter, the COCannounced that he would be joined byCanada’s most decorated cyclist, CurtHarnett in the role of Assistant Chef.

For many sports, these Games will serve as a 2012 Olympic qualifying event. For others,these Games are their ‘Olympic’ Games.More than 500 Canadian athletes willcompete at the 2011 Pan Am Games.

The COC’s goal is to help National SportFederations utilize the Pan American Gamesas an excellent testing ground for London2012. Each NSF can test its support teamand programs to see how they will functionin a high-profile, multi-sport internationalevent. It will allow them to fine-tune theirGames-time plan and head to London 2012able and confident.

Similar to the Olympic Games preparation,the COC coordinates visits for leads andteam services officers to Guadalajara toaccess and review the many sport venues.Preparations and site visits by the COC areinvaluable for the NSFs who may otherwisebe unfamiliar with the environment in thehost city.

TORONTO 2015At the close of the 2011 Pan AmericanGames, there will be a ceremonial handoverto organizers of the Toronto 2015 Games.The COC has had a lead role in Toronto2015 since the initial idea for a bid washatched, understanding the value inherentin the legacy of sport infrastructure that willbe in place in Southern Ontario long afterthe 2015 Games conclude.

In 2010, members of the organizingcommittee set in place their leadershipteam, and plans began to unfold. The COC joined the federal and provincialgovernments, the City of Toronto, theCanadian Paralympic Committee as well asthe Toronto 2015 team to coordinate the development of these Games. The COCcontinues to actively work with partners toensure that the Games are a success forathletes, for sport legacy in the region, forthe cities involved, and for Canadian highperformance sport as a whole.There can be no doubt that Toronto 2015will be a key component of Canada’scontinued evolution as an Olympic leader.

YOUNG ATHLETES ARE THE KEY TO CANADA’S OLYMPIC FUTURE, AND TO THE GLOBAL OLYMPICMOVEMENT. AS SUCH THEY PLAY A PIVOTAL ROLE WITHIN THE CANADIAN OLYMPIC TEAM’S NEWVISION AND DIRECTION.

The COC is increasingly finding avenues toassist them in their development and ascentinto the high performance stream, as well asproviding them with the tools to bettersucceed in life after sport. It will work inclose partnership with National SportFederations and Canadian Sport Centres toachieve this – and it will continue to supportthose events that showcase young athletesand engage them in the Olympic Movement.

SINGAPORE 2010 YOUTH OLYMPIC GAMESSix months after the 2010 Olympic WinterGames, the inaugural Youth Olympic Gameswere held in Singapore, August 14 to 26.The COC was a close, strong supporter ofthese Games, which represented a newevolution of the Olympic Movement.

New generations of young Canadians, aged15 to 18, became engaged with anddeveloped a deeper understanding for theOlympic values of excellence, friendship andrespect. These were explored through theCulture and Education Program (CEP),unveiled by the International OlympicCommittee (IOC) for the first time inSingapore. On the competitive side, theGames comprised all 26 Olympic summersports, some with innovative formats suchas mixed-gender relays, combination cyclingevents, and three-on-three basketball.

Canada’s 60 young athletes performedexceedingly well at these Games, supportedby 23 coaches and eight dedicated COCmission team members. They were among3,600 athletes from 204 countries.

In the spirit of sport, friendship andcommunity outreach, the COC also

matched 15 Canadian Olympians (who havecollectively won 18 medals) with membersof the 2010 Youth Olympic Team as part ofa first-ever mentorship program. It was auniquely Canadian extension of the IOC’sAthlete Role Models program, whichappoints Olympians as role models forYouth Olympians.

For members of Canada’s Youth OlympicTeam, the Games were a unique, eye-opening experience that allowed them tocompete amid an international multi-sportenvironment while becoming leaders andambassadors of the Olympic Movement.Canadian athletes won 13 medals, led bytriple Youth Olympic medallists RachelNicol and Tera van Beilen (both swimmers).Though podium results were not top ofmind, the Team posted results that arepromising for the future of many sports.

Next, the Youth Olympic Winter Gamesland in Innsbruck, Austria in January 2012.

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The unprecedented initiative joined theCOC together with key partners in theCanadian sport landscape – Sport Canada,the Canadian Paralympic Committee, andthe Vancouver Organizing Committee (prior to Vancouver 2010) – in pursuit of excellence at the Summer and WinterOlympic and Paralympic Games. The Own the Podium program had tremendous influence on Canada’s performance at the2010 Olympic Winter Games. The 26medals, along with great strides made byathletes in many sports, provided consider-able evidence as to the program’s value.

In the 2010-11 sport season, the Own thePodium program partners generated nearly $20 million in funding for winter sports andmore than $31 million for summer sports.

The program’s biggest contributor is thefederal government. The COC directednearly $4 million to Own the Podium. Thisfunding, channelled to targeted high per -formance sport programs, gives Canadianathletes the additional support they needto compete alongside the world’s best.

The Canadian sport system is now bridgingthe record results achieved in Vancouver toprepare for new summer records at theLondon 2012 Olympic Games. The COC’sgoal for London 2012 is to place in the top-12 nations in the overall medal count, a pursuit supported by Own the Podiumand its resources.

The methods vary from sport to sport, butthere are specific factors that Own thePodium targets and addresses that can payoff for athletes. They include coaching devel-opment and support, specialized trainingcamps for athletes, enhanced trainingprograms and facilities, the utilization ofcutting-edge technology, research and devel-opment of improved equipment and a highlyrefined sport medicine and science focus.

NOW HIGHLY REGARDED THE WORLD OVER, OWN THE PODIUM IS AN INNOVATIVEPROGRAM INITIALLY ENVISIONED AND DEVELOPED BY THE CANADIAN OLYMPICCOMMITTEE AND THE WINTER SPORT COMMUNITY WITH A GOAL TO GIVE SPORTSINCREASED TECHNICAL SUPPORT IN ORDER TO ACHIEVE GREATER OLYMPIC RESULTS.

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THE CANADIAN OLYMPICCOMMITTEE IS A NATIONALLEADER IN FUNDRAISING EFFORTSFOR ATHLETES, COACHES ANDSPORTS. SUCH FINANCIAL HELPIS CRITICAL TO ATHLETES’ CON -TI NUED TRAINING AND SUCCESSON THE INTERNATIONAL SPORTCIRCUIT. THE COC WOULD LIKETO THANK ALL ITS PARTNERSAND DONORS FOR THEIR VITALCON TRI BUTIONS IN KEEPINGTHE OLYMPIC MOVEMENTSTRONG IN CANADA.

CANADIAN OLYMPICHALL OF FAME GALAThe Canadian Olympic Hall of Fame GalaDinner and Induction Ceremony – detailedin this report – was a major facet of theCOC’s fundraising efforts in 2010. Thisunprecedented event in Montreal drewtremendous national profile, and raised $2 million for the Canadian Olympic Teamthrough the Canadian Olympic Foundation.

CANADIAN OLYMPICFOUNDATIONFor the COC’s fundraising arm, 2010 was a year of restructuring. The CanadianOlympic Foundation continues to build asustainable source of long-term funding forhigh performance sport – and Canada’sathletes. The multi-faceted strategy in 2010incorporated online giving, special eventsand a direct mail program.

In 2010, the Foundation raised $4.29million through general donations, specialevents and Olympic partners. It granted $3 million to the Own the Podium programand other COC athlete programs.

A major initiative of 2010 was the resurrec-tion of the Red Mittens that provedextremely popular leading up to theVancouver Olympic Winter Games. In thefall of 2010, the Foundation teamed withthe Hudson’s Bay Company to introduce a new design of the Canadian OlympicTeam Red Mittens. Net proceeds from sales benefit the Canadian Olympic Teamthrough athlete development, coaching and equipment. Again the Red Mittens hadgreat success, with more than $4.7 millionprojected to be raised by spring of 2011.

The Foundation was the recipient of fundsgenerated by Gold Medal Plates events in2010. The series of culinary competitionsfeaturing Canadian Olympians spread tonine cities and once again proved verypopular. One unique initiative whoseproceeds also went to the Foundation was the COLD-FX live mural experience. It featured an auction of 22 rare pieces of art that illustrated moments from eachday of the 2010 Games.

CANADIAN OLYMPICGOLF TOURNAMENTThe annual Canadian Olympic GolfTournament presented by Bell was mostrecently held at the Whistler Golf Club inWhistler, British Columbia. On this spec -tacular course, a host of Olympians golfedalongside participants, while up-and-coming Olympic hopefuls partook in sportdemonstrations, such as beach volleyball inthe sand traps and fencing on the greens.

The tournament’s primary purpose is toraise funds for Canada’s high performanceathletes. Proceeds from this majorfundraising initiative benefit the CanadianOlympic Team. As well, 25% of theproceeds are invested directly back intohigh performance sport through theCanadian Sport Centres. The tournamentrelies heavily on the generous support of itssponsors, partners, donors and suppliers.

At the 2010 tournament, the COC raisedjust over $100,000 of which 75% wasdirected to the Canadian OlympicFoundation and 25% to the Canadian Sport Centre Pacific. The demonstrationsports included archery, volleyball, biathlon,wrestling, golf, badminton and fencing.

AT H L E T E S

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THE COC’S ATHLETE EXCELLENCE FUND(AEF) IS AN ATHLETE SUPPORT AND REWARDPROGRAM THAT PROVIDES CANADIANATHLETES WITH PERFORMANCE AWARDS. THE AEF FOLLOWS A FOUR-YEAR CYCLE INREWARDING ATHLETIC PERFORMANCE.OLYMPIANS RECEIVE AWARDS OF $20,000,$15,000 AND $10,000 FOR WINNINGOLYMPIC GOLD, SILVER OR BRONZE MEDALS.THE PERFORMANCE REWARDS ARE THE SAMEFOR EACH ATHLETE REGARDLESS OF WHE -THER IT IS AN INDIVIDUAL OR TEAM SPORT.

The fund also provides monetary grants during non-Olympic years. Athletes who place in the top-five in yearsone or two, or top-four in year three in Olympic disci-plines, each receive a $5,000 grant. This is determinedby their best performance at that year’s highest-levelcompetition (typically a World Championship).

In 2010, the COC was pleased to provide grants of$1,825,000 from its Athlete Excellence Fund to 120Canadian athletes. Here is the full list by sport:

2010 OLYMPIC MEDALLISTS: ❶ Gold ❷ Silver ❸ Bronze

ATHLETICSPriscilla Lopes-Schliep

BOBSLEIGHDavid Bissett ❸

Lascelles Brown ❸Shelley-Ann Brown ❷

Kaillie Humphries ❶Chris Le Bihan ❸

Heather Moyse ❶Lyndon Rush ❸

Helen Upperton ❷

BOXINGMary Spencer

CANOE-KAYAKRichard Dalton

CURLINGCori Bartel ❷

Cheryl Bernard ❷Carolyn Darbyshire

McRorie ❷Adam Enright ❶

Ben Hebert ❶Marc Kennedy ❶

Kevin Martin ❶Kristie Moore ❷

John Morris ❶Susan O’Connor ❷

CYCLINGCatharine Pendrel

Tara Whitten

EQUESTRIANHawley Bennett

Kyle CarterSelena O’Hanlon

Eric LamazeJonathon Miller

John Pearce

FIGURE SKATINGScott Moir ❶

Joannie Rochette ❸Tessa Virtue ❶

FREESTYLE SKIINGAlex Bilodeau ❶

Jenn Heil ❷

GYMNASTICSRosannagh MacLennan

ICE HOCKEY (M)Patrice Bergeron ❶

Dan Boyle ❶Martin Brodeur ❶Sidney Crosby ❶Drew Doughty ❶

Marc-André Fleury ❶Ryan Getzlaf ❶

Dany Heatley ❶Jarome Iginla ❶

Duncan Keith ❶Roberto Luongo ❶Patrick Marleau ❶

Brenden Morrow ❶Rick Nash ❶

Scott Neidermayer ❶Corey Perry ❶

Chris Pronger ❶Michael Richards ❶

Brent Seabrook ❶Eric Staal ❶

Joe Thornton ❶Jonathan Toews ❶

Shea Weber ❶

ICE HOCKEY (W)Meghan Agosta ❶

Gillian Apps ❶Tessa Bonhomme ❶

Jennifer Botterill ❶Rebecca Duke ❶Jayna Hefford ❶

Haley Irwin ❶Rebecca Johnston ❶

Gina Kingsbury ❶Charline Labonté ❶

Carla Macleod ❶Meaghan Mikkelson ❶

Caroline Ouellette ❶Cherie Piper ❶

Marie-Phillip Poulin-Nadeau ❶

Colleen Sostorics ❶Kim St-Pierre ❶

Shannon Szabados ❶Sarah Vaillaincourt ❶

Catherine Ward ❶Hayley Wickenheiser ❶

ROWINGAshley Brzozowicz

Emma DarlingRachelle de Jong

Krista GuloienJanine Hanson

Darcy MarquardtAndréanne Morin

Cristy Meredith NurseLesley Thompson-Willie

Tracy CameronLindsay Jennerich

Cameron SylvesterDouglas Vandor

SKELETONJon Montgomery ❶

SHORT TRACKSPEED SKATING

Guillaume Bastille ❶Jessica Gregg ❷

Charles Hamelin ❶❶François Hamelin ❶

Olivier Jean ❶Valérie Maltais ❷

Kalyna Roberge ❷Marianne St.Gelais ❷❷

François-LouisTremblay ❶❸

Tania Vincent ❷

SKI CROSSAshleigh McIvor ❶

SNOWBOARDJasey-Jay Anderson ❶

Maëlle Ricker ❶Mike Robertson ❷

SPEED SKATINGMathieu Giroux ❶

Kristina Groves ❷❸Clara Hughes ❸

Lucas Makowsky ❶Denny Morrison ❶

Christine Nesbitt ❶

SYNCHRONIZEDSWIMMING

Marie-Pier Boudreau Gagnon

TRIATHLONPaula Findlay

WRESTLINGHaislan Garcia

Ohenewa AkuffoCarol Huynh

Tonya VerbeekMartine Dugrenier

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The event is open to all Olympians whohave competed in either of the previous twoeditions of the Olympic or Olympic WinterGames. These athletes need not to haveofficially retired from competition, but arethose actively considering their life aftercompeting in high performance sport.

LAKE LOUISE 2010The POES event that followed theVancouver Olympic Winter Games, held June 25-27, was hosted in the picturesquesetting of Lake Louise. It was attended by 58 people, including 34 athletes, sevenathlete service managers (representing sixCanadian Sport Centres), three SteeringCommittee members – a group of Olympians

who guided the content and implementationof the program – and 10 guest speakers. Ofthe 34 athletes, 32 had competed at theVancouver 2010 Olympic Winter Games, onewas an Olympic veteran of 2006, and one asummer Olympian from 2008.

Guest speakers, touching on topics rangingfrom public speaking, planning, making tran-sitions, personal branding, personal financeand entrepreneurship, included OlympiansTherese Brisson, Cassie Campbell, BruceDeacon, Kathy Kreiner-Phillips, Diane JonesKonahowski, Chris Farstad and Cary Mullen,as well as past COC Chief Executive OfficerChris Rudge. Back by popular demand as aPOES keynote speaker was swimming icon

Mark Tewksbury, Canada’s Chef de Missionfor the London 2012 Olympic Games.

The three-day event included a sportpsychologist speaking to the assembledOlympians, a “Berkman Method” assessmentto understand one’s underlying motivationsand needs, and a mentorship program thatmatched interested POES attendees witholder, retired Olympians who settled intocareers aligned to their interests.

For Olympians leaving athletic competitionand pursuing a new path in life, the transi-tion can be very challenging and difficult.The COC’s POES program continues to bea very valuable resource for this transition.

THE CANADIAN OLYMPIC COMMITTEE’S POST-OLYMPIC EXCELLENCE SEMINAR (POES) IS HELD SEVERALMONTHS AFTER THE CONCLUSION OF AN OLYMPIC GAMES. IT IS AN IMPORTANT INITIATIVE DESIGNEDTO ASSIST OLYMPIANS, BOTH TO CELEBRATE THEIR ACCOMPLISHMENTS IN SPORT AND TO PREPARE THEMFOR THEIR NEXT CAREER STEP. IT IS PART OF THE COC’S MISSION TO SUPPORT ATHLETES AFTERCOMPETITION HAS ENDED.

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OLYMPIC VOICEThe Olympic Voice program provides paidpublic or private speaking opportunitiesfor our national team and Olympic andPan American athletes. It providesCanadian schools, businesses and commu-nity groups with access to athletes (bothactive and retired) who deliver motiva-tional speeches, public appearances,keynote addresses, interactive sportdemonstrations and autograph sessions.

In 2010, the COC fielded a total of 233 athlete requests, which generated$378,473 for those high performanceathletes. This represents a significantincrease from 182 athlete requests and$258,586 in 2009. In February 2010, theprogram experienced its most successfulmonth ever, with 79 paid requests forOlympians and $120,500 in athletepayments.

Olympians who participated to thegreatest extent in the 2010 Olympic Voice program were figure skater JoannieRochette, kayaker Adam van Koeverden,rower Adam Kreek, skeleton athlete Jeff Pain, triathlete Simon Whitfield andwomen’s hockey players Becky Keller, Jen Botterill, Jayna Hefford, TessaBonhomme and Cassie Campbell.

ADOPT AN ATHLETEIn a program that both supports and profiles athleteswhile spreading the Olympic Movement throughCanadian schools, Adopt An Athlete helps studentslearn the value of community contribution andpersonal excellence. The program sees students in a school or class “adopt” a Canadian athlete, withwhom they develop a relationship over the span ofone school year.

Via emails, classroom lessons and visits from theathlete, students are able to appreciate the life of a full-time high performance athlete. Athletesbecome positive role models and living examples of the Olympic values. Students also commit tosmall-scale fundraising initiatives in support of thatathlete. In the 2010-11 school year, the COC had67 athlete-school matches. The program has grownconsiderably since 2006-07 when there were 14 matches. There are 11 returning schools and 23 returning athletes from 2009-10.

Most athletes kept close contact with their respec-tive schools, a connection displayed online in manycases. For example, Wilfrid Walker School (Regina)dedicated a section of its website to adopted speedskater Lucas Makowsky, who won gold at the 2010Olympic Winter Games. As well, Summerland MiddleSchool (Summerland, B.C.) dedicated part of itswebsite to adopted freestyle skier Kristi Richards,who carries a small stuffed bear – a school mascot –with her as she competes around the globe.

OLYMPIANS CANADAThrough Olympians Canada, theCOC helps foster Olympic spiritacross Canada. Olympians Canadais a non-profit organization thatmotivates and encourages youth,while celebrating and honouring allmembers of Canadian OlympicTeams gone by.

In 2010, the organization ensuredthat Canadian Olympians played arole in the immense celebrationsthat were part of the VancouverGames. As part of the Torch Relay,more than 130 spots were awardedto Canadian Olympians. Current andformer Olympians also came toge -ther during the Opening CeremonyDress Rehearsal where more than250 Olympians stood in for athletesfrom various countries. As well,Olympians Canada helped ensurethat athlete requests at hospitalityevents during the Games were ful -filled by retired Olympians so as tominimize the distraction for com-peting athletes. Olympians Canadaplaced Olympians at the Hudson’sBay Co., Birks, VANOC, Acer andRMOW events, among others.

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In recent years, COSP curriculum has grown stronger, reaching a rising number ofCanadian students and educators. Throughit, elementary students learn the Olympicvalues of fairness, excellence, leadership,respect, physical activity and sustainabilityby studying the stories of famous Olympians.At the secondary school level, appliedlearning projects require students to use

acquired skills and theory to solve real-lifeOlympic problems.

In 2010, the number of COSP members:educators, parents, students, internationalsand the Olympic family rose to 65,286,spread across all provinces and territories.This represents 402% growth from 2007,when membership was 13,000. Of this

group, 56,129 were educators: principles,teachers and librarians, and represented anincrease of 368% from 12,000 in 2007.Now, COSP reaches an estimated 2 millionCanadian students and had seen interestfrom 52 nations internationally.

THE CANADIAN OLYMPIC COMMITTEE IS A WORLD LEADER IN SPREADING OLYMPISM THROUGHEDUCATIONAL MEANS. THE CANADIAN OLYMPIC SCHOOL PROGRAM (COSP) WAS CREATED IN 1988AND SINCE THEN HAS SERVED THE NATION’S TEACHERS WITH OLYMPIC-THEMED RESOURCES. IT IS FULLY SUPPORTED BY PREMIER NATIONAL PARTNER RBC.

Learn more at www.Olympicschool.ca

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A NEW ‘CHALLENGE’In 2010, COSP leaders were aggressive andprogressive in developing new and engagingelements of the program. There was a tremendous opportunity in Canada, as2010 Olympians became household namesand the nation was enraptured with theCanadian Olympic Team and its humanstories and record-breaking success. An exciting new COSP program was built onthe soaring Olympic spirit in Canada, actingas an engaging bridge between Vancouver2010 and London 2012. It is a very specialprogram that has engaged youth withOlympians during this school year, gener-ating valuable classroom and communitylearning experiences.

It is the “Canadian Olympic School ProgramChallenge” and it inspires students to exercise their mind, body and character via these resources:

• Stories on 2010 Olympians AlexBilodeau (Inclusion), Clara Hughes(Healthy Choices), John Morris (HealthyActive Living), Maëlle Ricker (Respect)and Joannie Rochette (Courage).Activities engage students in the lives ofour Olympians and teach them how toapply those values to their own lives.

• Canadian Olympic Movement Skillsresource promotes physical literacy, inpartnership with PHE Canada. This newevolution is a focus on movement skillsthat reaches beyond school walls intothe sport system. Making students physically literate helps them acquiresport skills needed in the COC’s LongTerm Athlete Development model.

• Podcasts from RBC Olympians helpstudents apply Olympic values to theirown lives by challenging them to be their“Personal Best” within their schools,communities and homes.

• New case studies allow students aunique look at the successes of theVancouver Games and the CanadianOlympic Team. COSP case study material focuses on the development ofthe new Olympic brand, environmentalsustainability featured at the Games,technology behind friction and wintersport, health and wellness of athletes,and volunteerism in Vancouver.

The fresh new Canadian Olympic SchoolProgram received high praise from theInternational Olympic Committee’s Head ofEducation. The IOC featured COSP in itslist of Olympic education resources thatwere showcased online. In a national survey conducted by the COC in2010, 88% of the 500 respondents rankedCOSP as either “excellent” or “very good”.

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Our National Partners stood above all intheir commitment over the years leading up to the 2010 Games with employeesengaged from coast to coast to coast.Some of their outstanding efforts andinitiatives are highlighted below.

Premier National Partner Bell created thecommunications network that delivered24,000 broadcasting hours of the VancouverGames to an estimated 3.5 billion viewersaround the world. Bell’s efforts helped makethe Games the most-watched of all time. Bell continued to show tremendous supportfor the Olympic Hall of Fame Gala andOlympic Golf Tournament and was an out-standing contributor to athletes in Canada.Bell’s exemplary athlete programs include BellChampions, Athlete and Executive MentoringProgram, RealChampions.ca and AthletesConnect – a program that provides freemobile phones and air time to more than2,000 athletes each year.

Hudson’s Bay Company is a very activePremier National Partner as the official

outfitter of the Canadian Olympic Team andproducer of Hbc Canadian Olympic Apparel.In the fall of 2010, Hbc rolled out asuccessful second phase of the Red Mittenscampaign, with net proceeds benefitting theCanadian Olympic Team. Hbc has demon-strated tremendous support for CanadianOlympians from 2006 through 2010 with its Athlete Support Program, contributing$5,000 per year to 200 Canadian athletesat a total value of $1 million.

As a supporter of Canada’s Olympic Teamsince 1947, Premier National Partner RBCplayed a key role in sharing the OlympicSpirit with communities across the countryas a co-presenting sponsorship of theOlympic Torch Relay. RBC continued todemonstrate commitment to the OlympicMovement through its invaluable involvementin the Canadian Olympic School Program in 2010 (detailed in this report) and its co-presenting sponsorship of the Hall of

Fame Gala in Montreal. In addition, the RBCOlympians Program continued to be strongafter the Games, hiring athletes as commu-nity ambassadors and helping them gainskills valuable for life after sport.

It was another successful year for Petro-Canada’s Fuelling Athlete andCoaching Excellence (FACE) program,targeting up-and-coming athletes byproviding grants of up to $4,000 each to50 athletes and their coaches. Petro-Canada continued to take a leadershipposition in its support for the coaches andfamilies of our athletes with the CoachesRecognition Evening during the Games, theCoaching Excellence Awards at their annualSport Leadership sportif Conference andthe Canadian Athlete Family Program.Finally, the uniquely Canadian James WorrallFlag Bearer Award provides recognition toopening and closing ceremony Canadianflag bearers.

IN 2010, THE CANADIAN OLYMPIC COMMITTEE’S CORPORATE PARTNERS CONTINUED THEIR INCREDIBLESUPPORT FOR ATHLETES, COACHES, AND THE OLYMPIC MOVEMENT IN CANADA. EACH AND EVERY ONEOF OUR PARTNERS CONTRIBUTED TO THE TREMENDOUS SUCCESS OF THE VANCOUVER GAMES IN THEIROWN WAY. FROM PRODUCT AND SERVICE SUPPORT, TO ATHLETE FUNDING AND UNPRECEDENTEDOLYMPIC CAMPAIGNS AND ACTIVATIONS, CANADA’S OLYMPIC PARTNERS HELPED CATAPULT THE OLYMPICMOVEMENT INTO THE PSYCHE OF CANADIANS ACROSS THE COUNTRY.

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GM continued their unwavering support ofthe athletes and coaches that make up theCanadian Olympic Team. GM provides grantsto athletes through its Making DreamsPossible Program and continues to celebratecoaches across the country. In addition toGM’s product support at the Games, theycontinued to support the Canadian OlympicCommittee in 2010 through their presentingsponsorship of the Olympic Hall of Fame Gala.

“Truly Canadian” National Partner RONAcontinued its significant support of athletesthrough the Growing With Our AthletesProgram, which provides financial support to100 high performance summer and winterathletes, both Olympians and Olympichopefuls. The aim is to assist athletes withliving, training and competition expenses forup to five years. The results speak for themselves, 12 of the 14 gold medals won inVancouver were by athletes participating inthe Rona program. Rona continued to be aconsistent supporter of Canadian OlympicCommittee programs and events in 2010.

Many other partners demonstrated supportfor the Canadian Olympic Team and itsathletes including Air Canada’s ElitePodium Program, General Mills’ AspiringOlympians Program, Molson’s Fund aChampion campaign and Wrigley’s C.H.E.W.campaign, among others.

HOW OLYMPIC SPONSORSHIP WORKSThe COC continues to connect withsponsor partners building Olympic supportand helping them achieve business objectives, in the run-up to London 2012.The Olympic brand has proven a valuableasset in corporate Canada and continues tobuild on the equity developed around theVancouver Games.

Charlton Strategic Research Inc. found in apost-Olympic survey that the “Vancouver2010 experience has strengthened interestin the Olympic brand1.” Whether it is thesummer or Winter Games, the Olympicsport property is the gold standard thatoffers the greatest reach to all Canadians.Charlton found that overall Olympic impressions trended favourably, and in 2010were significantly higher than in 2006 and2008. Results show that Canadian viewershad a higher recall of many Vancouver 2010sponsors, including Coke, McDonalds, RBC, Hbc, Visa, Bell, GM and RONA.

As the momentum of Vancouver turns toLondon, a focus on return on investment forOlympic sponsors is at an all-time high.There are many examples within ourOlympic family of partners:

• Hbc has enjoyed a surging consumerawareness of its Olympic sponsorshipand higher-than expected sales ofOlympic clothing.

• General Mills’ special 2010-inspired redT-shirt promotion was completely soldout, with 295,000 of the 400,000available shirts snapped up in the firsttwo months of the program.

• In the two quarters leading up to andincluding the 2010 Olympic WinterGames, COLD-FX experienced record-breaking profits.

• For Molson, the 2010 sponsorship led toa five percent increase in retail sales andfirst quarter growth for the first time infour years.

• Teck saw high participation in its Goingfor Gold employee engagement programand return in the form of enhanced pro ductivity, morale, retention andrecruitment.

• Weston Bakeries Ltd. earned silver for“best activity generating brand” at the2010 Promo! Awards for its “Wonder+:Dreams Begin With Play” campaign.

• Purolator elevated its brand to newheights, instilled a sense of pride in itsemployees, and saw total revenue for157 customers’ hosted climb eightpercent – double the organization’sannual revenue growth rate.

Over the course of 2010, many of our partners received industry awards forexceptional Olympic brand activations. We would like to acknowledge all partnersfor their outstanding contribution to theCanadian Olympic Team and the OlympicMovement in Canada.

1 Charlton Strategic Research Inc., “Focus on Vancouver 2010 – Olympic Sponsorship Impact Report”

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Social media has provided a uniqueand seemingly limitless forum tospread Olympic spirit across thenation. The Canadian Olympic Team has plunged in to this online evolution, using its profile and influence to promote athletes andtheir accomplishments year-round,as well as promote the activities ofall Canadian sport partners.

The Vancouver 2010 Olympic WinterGames drove Canadians in largenumbers to the Canadian OlympicTeam’s Facebook and Twitteraccounts. And while the activitytherein predictably slowed after theGames, the momentum continued.Canadians care more about theirathletes now, the media’s interesthas been piqued, and as such theOlympic Movement continues toadvance via social media.

FACEBOOKThe Canadian Olympic Team’s Facebook page isone of the most-liked non-professional Canadiansport accounts. As such, it is the leader for highperformance sport, operating as an umbrella tospread the messages from all sports, as well as theCOC’s own initiatives. Many Canadians now turn tothe COC’s Facebook page to voice their perspectiveon our sports and lend their support to athletescompeting across the world. This has now evolvedinto year-round support for the athletes andprovides them with extensive exposure outside of Olympic Games competition.

In 2010, it achieved the milestone of 100,000 fans.The COC’s Facebook page has shown dramaticgrowth in just a one-year period. On Jan. 1, 2010,there were approximately 7,000 fans. WithVancouver 2010 and the subsequent up rise ofOlympic passion as a catalyst, that number jumpedto approximately 103,000 on Jan. 1, 2011. For anygiven post on the Team’s Facebook page, there areroutinely approximately 40,000 unique impressions.

The COC harnessed Facebook’s power and reachby running several contests to engage Canadiansand keep the momentum going. No Facebook pageis more dedicated specifically to Canadian amateurathletes than the Canadian Olympic Team’s.

TWITTERTwitter is the second major social mediachannel for the Canadian Olympic Team.In February 2010, the number of followershovered just below 3,000. One year laterin February 2011, the number of followersexceeded 4,600. The Canadian OlympicTeam uses this medium to track theupdates and progress of Olympic andnational team athletes, assist withspreading results and communication fromsport partners and to bring a wider profileto the athletes that utilize Twitter – a number on the steady rise.The Canadian Olympic Team Twitteraccount also provides a means to tracksocial interest in the Team. The # symbol,called a hashtag, is used to mark keywordsor topics in a Tweet and can be used tocategorize messages. The Team createdthe hashtag ‘#cdnolympic’ which issubsequently used on all ‘tweets’ fromthe COC. This helps consolidate allmessages directly pertaining to CanadianOlympians and assists with observing the reach of our communication.

THE CANADIAN OLYMPICTEAM IS INVESTING IN THISEVER-GROWING MEDIATREND AND BREAKINGGROUND ON SEVERALSOCIAL MEDIA PLATFORMS.THROUGH A STRONGFOCUS ON FACEBOOKAND TWITTER(@CDNOLYMPICTEAM)–THE WORLD’S LEADINGSOCIAL NETWORKS –MANY OF THE COC’S KEYGOALS ARE FOSTERED.

S P R E A D I N G O LY M P I S M

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STATEMENT OFFINANCIAL POSITIONAS AT DECEMBER 31, 2010 (IN THOUSANDS OF DOLLARS)

2010 2009$ $

ASSETSCurrent assets

Cash and cash equivalents 15,879 9,358 Receivables and deposits 6,925 4,279

22,804 13,637

Investments 121,160 115,592Capital assets 318 487

Total assets 144,282 129,716

LIABILITIESCurrent 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

Total liabilities 6,001   9,845

FUND BALANCESExternally restricted

Petro-Canada Olympic Torch Scholarship Fund8,252 8,035 Olympic Legacy Coaching fund 10,143 9,705 Own the Podium Fund 3,948 1,508

22,343 19,248

General FundInternally restricted

Canadian Olympic Family Fund 103,074 98,205Invested in capital assets 318 487

Unrestricted 12,546 1,931115,938 100,623

Total fund balances 138,281 119,871

Total liabilities and fund balances 144,282 129,716

STATEMENT OF OPERATIONSFOR THE PERIOD ENDING DECEMBER 31, 2010(IN THOUSANDS OF DOLLARS)

2010 2009$ $Revenues

Partner and marketing revenues 27,159 15,377Interest 1,537 1,657Dividends 1,607 1,882Investment gain 6,506 14,763Grants, donations and other 2,563 15,157

Total Revenues 39,372 48,836

ExpensesProgram and operating expenses 23,676 32,155Grants and related expenses 0 2,121Investment management fees 393 328Total Expenditures 24,069 34,604

Excess (deficiency)of revenues overexpenses 15,303 14,232

F I N A N C I A L S TAT E M E N T S

28

T H E D E TA I L S

29

BOARD OF DIRECTORSPRESIDENT . . . . . . . . . . Marcel AubutPAST PRESIDENT . . Michael ChambersVICE-PRESIDENTS . . Gordon Peterson

Tricia SmithTREASURER . . . . . . . . . Wayne RussellIOC MEMBER . . . . . Richard W. Pound

Rebecca ScottJames Worrall Honorary

CHIEF EXECUTIVE OFFICER AND

SECRETARY GENERAL . . . . Jean R. DupréNON OFFICER . . . . . . Thérèse Brisson

Charmaine CrooksMartha Deacon

Gene A. EdworthyWilliam J. Hallett

Diane Jones KonihowskiWalter Sieber

Larry SmithATHLETES’ COMMISSION REPRESENTATIVES

Deidra Dionne CHAIRAdam Kreek VICE-CHAIR

COACH REPRESENTATIVE. . Steven SugarCDN. OLYMPIC FOUNDATION CHAIR. . Vacant

HEAD OFFICE – TORONTO21 St. Clair Ave. E., Suite 900

Toronto, Ontario, M4T 1L9Tel.: (416) 962-0262Fax: (416) 967-4902

Website: www.olympic.caMONTREAL

4141 Pierre de-CoubertinMontréal, Québec, H1V 3N7

Tel.: (514) 861-3371Fax: (514) 861-2896

OTTAWA85 rue Albert Street, 14th floor

Ottawa, Ontario, K1P 6A4Tel.: (613) 244-2020Fax: (613) 244-0169

S E S S I O N M E M B E R SCLASS A (OLYMPIC) 

Alpine Canada . . . . . . . . . . . . . . . . . . . . Robert RousselleAthletics Canada Athlétisme . . . . . . . . . Gordon OrlikowBadminton Canada . . . . . . . . . . . . . . . . . Martha DeaconBiathlon Canada . . . . . . . . . . . . . . . . . . Joanne ThomsonBobsleigh Canada Skeleton. . . . . . . . . . . . Reid MorrisonCanada Basketball . . . . . . . . . . . . . . . . . Therese QuigleyCanadian Amateur Boxing Association . . . Ed BlanchardCanadian Amateur Diving Association. . Gordon PetersonCanadian Curling Association . . . . . . . . . Greg StremlawCanadian Cycling Association . . . . . . . . Pierre BlanchardCanadian Fencing Federation . . . . . . . . . . . . John MakelaCanadian Freestyle Ski Association . . . . . . . . Peter JudgeCanadian Luge Association. . . . . . . . . . . . Edward MoffatCanadian Modern Pentathlon Association. . Robert NobleCanadian Snowboard Federation . . . . . . . . . Steven HillsCanadian Soccer Association . . . Dominique MaestracciCanadian Table Tennis Association . . . . . . David JacksonCanadian Team Handball Federation . . . . . . . . . Rick RyllCanadian Weightlifting Federation . . . . . . . . Paul BarrettCanadian Yachting Association . . . . . . . . . . John W KerrCanoeKayak Canada. . . . . . . . . . . . . . Lorraine LafrenièreCross Country Canada . . . . . . . . . . . . . . . . Jim McCarthyEquine Canada – Canada Hippique . . . . Kerri McGregorFederation of Canadian Archers Inc. . . . . . . . . . . Al WillsField Hockey Canada . . . . . . . . . . . . . . . . . . . Jean ForrestGymnastics Canada Gymnastique. . . . . Jean-Paul CaronHockey Canada. . . . . . . . . . . . . . . . . . . . . . . . René MarcilJudo Canada . . . . . . . . . . . . . . . . . . . . . . . . . . Fred BlaneyLutte Canada Wrestling . . . . . . . . . . . Tamara MedwidskyNordic Combined Ski Canada. . . . . . . . . . . . Walter SavillRowing Canada Aviron . . . . . . . . . . . . . . Michael MurphyRoyal Canadian Golf Association . . . . . . . Jeff ThompsonRugby Canada . . . . . . . . . . . . . . . . . . . . . . Richard PowersShooting Federation of Canada . . . . . . . . . Susan VerdierSkate Canada. . . . . . . . . . . . . . . . . . . . William ThompsonSki Jumping Canada . . . . . . . . . . . . . . . . . . . . . . Ron ReadSpeed Skating Canada . . . . . . . . . . Marie-Claire RouleauSwimming Canada Natation . . . . . . . . . . Dan ThompsonSynchro Canada . . . . . . . . . Catherine Gosselin-DesprésTaekwondo Canada . . . . . . . . . . . . . . . . . . . . . Eva HavarisTennis Canada . . . . . . . . . . . . . . . . . . . . . . . . Tony EamesTriathlon Canada . . . . . . . . . . . . . . . . . . . William J HallettVolleyball Canada . . . . . . . . . . . . . . . . . . Wayne HellquistWater Polo Canada. . . . . . . . . . . . . . . . . . . Frank Meunier

CLASS P (PAN AMERICAN)  

Baseball Canada. . . . . . . . . . . . . . . . . . . . . . . . . . Jim BabaCanadian Tenpin Federation . . . . . . . . . . . . . . . Stan MayNational Karate Association of Canada Rebecca KhouryRacquetball Canada. . . . . . . . . . . . . . . . . . . . . Ron BrownRoller Sports Canada . . . . . . . . . . . . . . Maxine McKenzieSoftball Canada . . . . . . . . . . . . . . . . . . . . . . . Kevin QuinnSquash Canada . . . . . . . . . . . . . . . . . . . . . Cathy TuckwellWater Ski and Wakeboard Canada. . . . . . . . Peter Person

CLASS O(OLYMPIANS AND PAN AMERICAN TEAM MEMBERS)

Olympians Canada . . . . . . . . . . . . . . . Charmaine CrooksJoel Finlay

CLASS B (AT-LARGE) 

President . . . . . . . . . . . . . . . . . . . . . . . . . . . Marcel AubutMembers at-large . . . . . . . . . . . . . . . . . . Thérèse Brisson

Gene A EdworthyPeter Giles

Diane Jones KonihowskiShane Pearsall

Stephen G PodborskiWayne RussellWalter Sieber

Tricia SmithLarry Smith

Trevor Tiffany

CLASS C (IOC MEMBERS IN CANADA – EX OFFICIO)

International Olympic Committee . . . . Richard W PoundRebecca ScottJames Worrall

CLASS F (AC EXECUTIVE – EX OFFICIO)

AC – Chair . . . . . . . . . . . . . . . . . . . . . . . . . Deidra DionneAC – Vice Chair . . . . . . . . . . . . . . . . . . . . . . . Adam KreekAC – Executive . . . . . . . . . . . . . . . . . . . . . . . . Jeff Christie

Jason MyslickiRick Say

Adam van Koeverden

CLASS H (COACHES REPRESENTATIVE – EX OFFICIO)

Coaches of Canada . . . . . . . . . . . . . . . . . . . Steven Sugar

CLASS J (CANADIAN OLYMPIC FOUNDATION – EX OFFICIO)

Canadian Olympic Foundation . . . . . . . . . . . . . . . Vacant

CLASS K (IF PRESIDENTS IN CANADA – EX OFFICIO)

International Table Tennis Federation . . . Adham Sharara

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