Lifting the human spirit � From Playground to Podium

We are writing to offer some of our thoughts on the area of promoting sport in Canada. We hope that these comments will help to generate some further dialogue on this important area.

As stated in the National Sport Policy discussion papers, and as echoed in the regional conferences, effective promotion of amateur sport in Canada could increase the awareness of the values associated with sport, including its contribution to Canadian culture and identity. This could contribute to increasing participation in sport so that Canadians can take full advantage of sport�s many known benefits. It could help increase sponsorship interest and generate the necessary support for amateur sport in general. Sport promotion can also recognize and encourage Canadian excellence while displaying our national character on the world stage.
In order to distinguish itself, amateur sport needs to carve out its unique and special place in society, in a way that is different from entertainment or professional sport. The problem at this time is that we don�t have a brand to promote. We in sport know of its benefits and know the power that it has to transcend the many barriers that, for example, young people face today: But what does the general public think of when it thinks about sport? Is it mostly about the values associated with professional athletes? Amateur sport needs to brand itself. It needs to create a presence for itself. Canada could be a leader in branding amateur sport with the kind of values to be found in the National Sport Policy.
Can we build a brand for amateur sport? Yes. Brands are first and foremost about relationships; in this case, between the values of amateur sport and society. Whether you�re a participant, a parent, a coach or an observer, sport touches all of us, right where we live. A brand will build partnership around the many levels in sport; it will unify our messages to ensure consistency and quality; and ultimately, it will lead to a strong public association with the values of amateur sport. The brand will communicate common messages to a broad public � to engage them � to inspire them � to fuel their desire to be part of it.
Sport has the power to brand itself in a way that other brands can�t. Sport has many faces, of all ages, colours and voices. Sport is a public trust � it has purpose, it has passion. It is ultimately about the human potential. The amateur sport brand can communicate the key values and messages of a National Sport Policy, and can begin the important work of weaving a common messaging theme from playground to podium.
Could the Federal Government help lead the way? It certainly must be a key player as we prepare to shape and mold a new vision for sport in Canada, one that celebrates the pursuit of excellence; one that measures success not only in the result, but in the journey. One that lifts the human spirit.
We would welcome the opportunity of discussing this further with you and your officials. We will certainly look forward to working with you as you develop the National Policy and as we begin to imbue Canadian sport with a uniquely Canadian brand.

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