2016: ANNUAL 
REPORT

CANADIAN OLYMPIC COMMITTEE

LEADING IN SPORT

Thanks to the performances of our athletes and the collaborative work of Canada’s sport community during 2016, it’s an extraordinary time in which a long-term vision for systematic and positive change came to fruition for Canada and its Olympic Committee.

OUR VALUES:


ACCOUNTABILITY
EXCELLENCE
FUN
RESPECT
BRAVERY

This is a lifetime pursuit, and your lifestyle. It's emotional...” Catharine Pendrel, Rio 2016 bronze medallist, mountain bike

2016 LANDMARK MOMENTS

Three marquee sport events this past year proved how our integrated work is establishing a future of promise in Canadian sport.

RIO 2016 OLYMPIC GAMES

In 2016 Canadians saw their country deliver its best Summer Olympic performance to date at a non-boycotted Games. These results and their accompanying stories galvanized the nation.

With 22 medals earned by athletes with an average age of 25 years and 44 top-five finishes, we proved the future of high performance sport in Canada is healthier than ever.

With 22 medals earned by athletes with an average age of 25 years and 44 top-five finishes, we proved the future of high performance sport in Canada is healthier than ever.

Our athletes showed the world what it means to be Canadian.” Curt Harnett, Rio 2016 Team Canada Chef de Mission

Gold: 4
  Silver: 3  Bronze: 15


Gold: 4
  Silver: 3  Bronze: 15


Rio 2016 was the most-watched summer Olympic Games in Canadian history.

Opening Ceremony flag bearer Rosie MacLennan became Canada’s first athlete to ever successfully defend a gold medal at a summer Olympic Games.

Opening Ceremony flag bearer Rosie MacLennan became Canada’s first athlete to ever successfully defend a gold medal at a summer Olympic Games.

Closing Ceremony flag bearer Penny Oleksiak became Canada’s most decorated athlete ever with four medals at one Summer Games and is now Canada’s youngest Olympic champion.

Closing Ceremony flag bearer Penny Oleksiak became Canada’s most decorated athlete ever with four medals at one Summer Games and is now Canada’s youngest Olympic champion.

87% of Canada’s Rio 2016 medallists are female.

Team Canada’s social media channels accumulated more than 7.7 billion earned impressions.

Canada Olympic House at Rio 2016 proved that home is truly ‘where the heart is’.

The iconic design led by renowned designers Yabu Pushelberg won critical acclaim by fans and athletes. The digitally integrated hospitality space acted as an important touch point for Canadians at home to connect with both athletes and corporate partners. It also hosted celebration nights that amplified significant change for the COC in highlighting all sports and athletes beyond just medallists, bringing in more than 10,000 visitors.

Canada Olympic House at Rio 2016 proved that home is truly ‘where the heart is’.

The iconic design led by renowned designers Yabu Pushelberg won critical acclaim by fans and athletes. The digitally integrated hospitality space acted as an important touch point for Canadians at home to connect with both athletes and corporate partners. It also hosted celebration nights that amplified significant change for the COC in highlighting all sports and athletes beyond just medallists, bringing in more than 10,000 visitors.

ICE IN OUR VEINS

In 2016, the COC launched the largest brand campaign in Team Canada history: Ice In Our Veins. By building on Canada’s cold-weather identity and leveraging momentum from Winter Olympic success, the campaign forged a stronger, more relatable connection between our country and its athletes.

The results proved a more evolved and integrated brand with each National Sport Federation.

The results proved a more evolved and integrated brand with each National Sport Federation.

The campaign featured 12 athletes, nine sports and, for the first time, integrated fully with NSF branding.

The conversation around #IceInOurVeins was rich, earning nearly 26.5 million media impressions and 175 stories produced by media. Twitter saw 9 million earned impressions during the Games window and 3.2 million views were accumulated on YouTube and Facebook.

More than 160 unique creative assets were produced and showcased across six platforms: television; out of home; social media; print; video and display.

Olympians and athlete-marketing insight was fully embedded in the process, ensuring best use of time and messaging. The campaign emerged as a source of inspiration for Team Canada both at-Games and during preparation as assets were shared and displayed strategically. The campaign also featured a new level of marketing partner integration via our consumer packaged goods partners (Mondelez, P&G, General Mills and Coca-Cola) at a national grocery chain. More than ten COC media partners supported the campaign with more than $8 million in donated value.

TEAM CANADA CELEBRATION

In unprecedented fashion, Sport Canada along with the Canadian Olympic and Paralympic Committees collaborated thoroughly to execute a national celebration of sport following the Rio 2016 Games. On November 2, more than 250 athletes and coaches were welcomed in Ottawa to honour their achievements and commitment to the Olympic and Paralympic Movements.

216 Olympic and Paralympic athletes
39 medallists
42 coaches
10 competition assistants and guides
4 service animals

Coming here to connect with our fellow Canadians who have been behind us the whole way is the cherry on top of everything.”Derek Drouin, Rio 2016 gold medallist, high jump

Community and school visits — including the participation of the Prime Minister and the Minister of Sport — were key in helping strengthen Canada’s sport system through education, while inspiring, engaging and motivating youth to be active.

Partners were also heavily involved as official Olympic rings produced by Hillberg & Berk were presented to all 2016 Olympic athletes by COC partner Teck. Petro-Canada presented the Olympic and Paralympic flag bearers with James Worrall Flag Bearer awards.

Partners were also heavily involved as official Olympic rings produced by Hillberg & Berk were presented to all 2016 Olympic athletes by COC partner Teck. Petro-Canada presented the Olympic and Paralympic flag bearers with James Worrall Flag Bearer awards.

THE FUTURE IS BRIGHT

This past year showed us that our vision for a healthier sport system in Canada has been focused. As a new generation of Canadians step up to be leaders in sport and society, we can be proud — together — to continue working for a system inspiring excellence.