Chapter 2: Why sport is important to Canadians and Canada

On this page

• Collective benefits of sport
  • Sport’s impact on the economy
  • Sport’s impact on health care
  • Sport’s impact on identity, diversity and inclusion
  • Sport’s impact on national pride and as a source of inspiration
• Individual benefits of sport
  • Physical health
  • Mental health
  • Essential life skills and leadership
  • Better educational and career outcomes
  • Personal growth and development
• Specific benefits for Indigenous people
• Harnessing the power of sport: a call to action

Sport is a fundamental element of Canadian culture and identity. Sport instills a deep sense of pride in Canadians. The victories of Canadian athletes at home and abroad have long been a source of collective joy. They bring communities together in celebration of their hard work and dedication. Sport inspires the next generation of athletes and leaders by providing positive role models that embody values such as perseverance, integrity, respect, and excellence.

Sport is an essential avenue for health and well-being and can afford unique opportunities for vulnerable populations. Sport, including high-performance sport, can provide invaluable and life-changing personal growth and development. Sport promotes physical activity, health, social inclusion, education, and the development of essential life skills.

Sport contributes to the national and local economies by driving tourism, supporting local business, and creating jobs through major events and ongoing activities. Its infrastructure is central in supporting sport and physical activity programs. It is an important community resource that enhances public health and fosters community involvement and inclusiveness. Increasing sport participation and physical activity can also reduce the economic burden of physical inactivity on the healthcare system.

The importance of sport and physical activity to Canadians was emphasized in almost all of our conversations. Many participants recounted the magic of their first sport experiences, and the lessons and camaraderie that developed in sport environments. People spoke of the joy and sense of accomplishment in acquiring new skills, and of sport’s value in community life and social interactions. We also heard how sport was a safe place away from home for some, who attributed their current success to opportunities gained through sport. It is particularly significant that many discussions emphasized the importance of school and community sport, and the value of multiple sport experiences in childhood and youth.

Even when individuals shared their experiences of maltreatment, one clear theme consistently emerged: sport is important and valuable.

This section provides an overview of the benefits of sport, highlighting its positive impacts for Canada, communities and individuals.

Collective benefits of sport

The Commission heard compelling stories of how sport brings people together, fosters social connections, creates friendships, and enhances community life. Whether it is playing on a team, interacting on a playground, or participating in recreation leagues, sport allows children (and often parents and guardians), teens, and adults, to connect with others in healthy and socially positive ways. These relationships transcend winning or losing and create supportive networks that promote belonging. We heard that Canada could benefit from a more physically active population.

According to the public online survey conducted by the Commission, connecting with others and building friendships was the second most important benefit of participating in organized sport (chosen by 52.6% of respondents who answered questions about improving the sport system in Canada) after improved physical health (chosen by 54.1% of respondents). Benefits like "Economic impact" and "Crime reduction" were chosen as the most important benefit of participating in organized sport by less than 2% of respondents. This suggests that while these may be real outcomes of organized sport, they are not the primary reasons why a majority of respondents value or participate in it.

Sport’s impact on the economy

The economic impact of sport is substantial and multifaceted, contributing significantly to both national and local economies. The sports industry encompasses a wide range of activities, including sport tourism that generates considerable revenue.^{Footnote 32}

Major sporting events, such as the Olympic and Paralympic Games, the Commonwealth Games, the Canada Games and national championships attract significant tourism and therefore boost local businesses, create employment opportunities and drive infrastructure development.^{Footnote 34}

For example, Canada is preparing to host the 2026 FIFA World Cup, together with the United States and Mexico. This event is expected to generate over 24,000 jobs and $2 billion for the Canadian economy, with massive boosts to tourism, small businesses, hotels and local communities.^{Footnote 35}

A 2024 news release from the Government of Canada notes that Canada hosts over 250,000 sports events annually, ranging from professional events to multisport amateur games to local tournaments.^{Footnote 36} Canada hosts over 80 international single sport events each year.^{Footnote 37} These events all provide economic benefits in the form of visitor spending.^{Footnote 38}

According to Sport Tourism Canada, sport tourists (both domestic and international) spent $6.8 billion in total spending across Canada in 2018 (on items ranging from game tickets and concession stand snacks to travel, accommodation, restaurants, general shopping and others).^{Footnote 39} These tourist dollars can have long-term impacts for local economies.

Community sport amenities enhance community appeal, which can help attract and retain knowledge workers.^{Footnote 40} According to a 2025 Statistics Canada report, there were 99,600 sport-related jobs in Canada in 2023.^{Footnote 41}

While sport and recreation employ thousands of Canadians across the country, they would not exist without the legions of volunteers who make an essential contribution to community health and well-being. In Canada, 27% of adults reported volunteering in an activity related to sport, the third most significant level of volunteer activity after hospitals and religious organizations.^{Footnote 42} In 2020, the social impact generated by sport, physical activity and recreation, reflected as the value of volunteering for sport-based activities, was estimated at $13.6 billion.^{Footnote 43}

Infrastructure is vital to the delivery of sport, physical activity and recreation programs and services, but it also serves as valuable community assets.^{Footnote 44} These facilities improve public health and, as spaces where people come together, they foster community engagement. This infrastructure can also help with emergency response.^{Footnote 45}

In addition to its evident economic impacts, sport can serve as a “soft” form of influence and persuasion in the international context. Indeed, international sporting events can foster international relationships, increase diplomatic relations and elevate Canada’s presence on the international stage. For example, the 2026 FIFA World Cup, is staged as an opportunity to bring countries together. Such events can be used to forge diplomatic relationships.^{Footnote 46}

Sport’s impact on health care

Sport is a key determinant of life-long physical activity. The impact of physical activity on the health of Canadians has significant socioeconomic implications. Physical inactivity is a controllable risk factor linked to multiple diseases and mental health disorders, including cardiovascular disease, hypertension, breast and colon cancer, and type-2 diabetes.^{Footnote 47} Physical activity contributes to the prevention and management of such noncommunicable diseases and reduces the symptoms of depression and anxiety.^{Footnote 48}

Participants reiterated that there is a role for sport and physical activity in health care. They affirmed that we should be talking more about the importance of physical activity.

A physically active population reduces strain on the healthcare system and is associated with lower healthcare costs in the short term.^{Footnote 49} When people’s physical activity levels increase, the incidence of physical-inactivity-related diseases decline, with associated effects on health care costs.^{Footnote 50}

Other reports indicate that in 2012, physical inactivity cost Canadians approximately $10 billion in combined direct and indirect costs. A 1% relative reduction in physical inactivity would save an estimated $20.3 billion over 20 years.^{Footnote 52} Overall, every dollar invested in public health interventions generates more than 14 dollars in cost savings.^{Footnote 53}

Sport’s impact on identity, diversity and inclusion

Beyond sport’s economic and health benefits in communities, sporting events can bring communities together, fostering a shared sense of identity and pride. Sport can reflect the diversity that characterizes Canada.

According to the Conference Board of Canada, sport improves social cohesion because sport participants experience a high degree of interaction with other individuals. This interaction improves interpersonal relationships, establishes trusts and builds teamwork.^{Footnote 54} Sport gives individuals of all ages opportunities to be actively involved in their communities.^{Footnote 55}

After-school sports programs in culturally diverse communities have successfully facilitated social inclusion, helping students from different cultural backgrounds to develop relationships with each other.^{Footnote 56} From local leagues to national competitions, sport provides opportunities for people from diverse backgrounds to connect, as well as achieve and celebrate common goals.^{Footnote 57}

A 2014 report from the Institute for Canadian Citizenship showed that 95% of new Canadians believe that sports are an important part of Canadian culture, generating national pride and a more intense connection to being Canadian.^{Footnote 58} In addition, 87% of new citizens reported that watching their children play sports or volunteering for their children’s sports teams helped them to feel more connected to the community. Newcomers also shared that the social interactions they experienced in the stands and on the field were often more meaningful than those they had at work.^{Footnote 59} Sport venues can also play an important role in supporting the successful integration of newcomers to Canada.

Consistent with this information, the Commission heard particularly important messages from new Canadians, Indigenous people and organizations, racialized athletes, and athletes with disabilities about the incredible value of sport in facilitating inclusion, community development, and exchange of cultural knowledge for marginalized groups.

We learned that sport is a pathway for inclusion by providing opportunities for connection, bringing people from different backgrounds and abilities together. We heard that sport can be a universal language.

When people feel included, they tend to behave in prosocial ways. For example, throughout our engagement activities, we heard about the importance of sport in crime prevention. Although the relationship between the benefits of sports participation and the reduction of youth crime is complex, sport is a factor that can influence positive social development among children and youth.^{Footnote 60} Sport can also connect youth to positive role models and promote learning and applying positive life skills.^{Footnote 61}

Various sport-based crime prevention programs have been implemented in the past in many countries, including Canada.^{Footnote 62} However, academic findings about the degree to which sport reduces crime and recidivism are inconsistent.^{Footnote 63} Sport is nevertheless seen as a vehicle to minimize risk factors associated with crime, violence and drug use.^{Footnote 64} Some experts cite data to suggest that sport programs might act as a “protective” measure that reduces unlawful, anti-social and risky behaviour.^{Footnote 65}

Sport’s impact on national pride and as a source of inspiration

We share in the moments of triumph and the heartbreaking near misses in competitions and games. With their dedication, perseverance, and resilience, athletes serve as role models and inspire Canadians to pursue their own goals and face challenges with grace, whether personal or professional. Athletes’ achievements remind us that sport is shared by everyone.

Sport successes are powerful forces for building morale and fostering shared celebrations among regions and communities. Whether it is cheering for local teams in small towns or rejoicing over national victories in packed stadiums, people who celebrate sport are participating in the richness of a collective history — one of perseverance, inclusion, and the pursuit of excellence.

National pride in Team Canada was palpable during the Paris 2024 Olympic and Paralympic Games. The Canadian Broadcasting Corporation (CBC) and Radio-Canada reported that 7 in 10 Canadians (27 million) followed the event and consumed a record-breaking 24.3 million hours of Olympic content.^{Footnote 66} This represents a 170% increase from the Tokyo 2020 Games and 121% from the Beijing 2022 Games.^{Footnote 67} Moreover, CBC and Radio-Canada’s coverage of the Paris 2024 Paralympic Games similarly reached new milestones, with total viewership on digital platforms rising by 153% compared to Tokyo 2020.^{Footnote 68}

Individual benefits of sport

Participation in sport provides a wide range of benefits to individuals. It fosters lifelong physical activity, and improved physical and mental health, while building essential life skills and leadership. Participation in sport supports better educational and career outcomes and promotes personal growth.

The importance of these benefits was supported by the Commission’s survey. Survey respondents who answered questions about improving the sport system in Canada were asked to identify the three most important benefits of participating in organized sport. The three most important benefits according to the survey respondents were: improved physical health at 54.1%, connecting with others and building friendships at 52.6%, and skill development (e.g., leadership, teamwork) at 50.6%. Competition was ranked much lower, chosen by only 14.3% of respondents. This indicates that for the majority of respondents, the primary motivation and benefit of participating in sport did not reflect competition.

Physical health

One of the most profound impacts of sport lies in its contribution to individual health and the introduction of enjoyable physical activity. The evidence is clear – it is ongoing physical activity that contributes to health. Compelling evidence shows that consistent participation in physical activity strengthens cardiovascular health, thereby decreasing the likelihood of heart disease, stroke, high blood pressure and other medical conditions.^{Footnote 69} It also reduces the risk of premature death.

Engaging in moderate physical activity helps people maintain a healthy weight, mitigating the likelihood of developing type-2 diabetes. Weight-bearing physical activity, such as running, racket sports and weightlifting, also promotes bone health for people of all ages.^{Footnote 70} Childhood physical activity is crucial for building strong bones and it reduces the risk of osteoporosis later in life.^{Footnote 71} Physical inactivity is also one of the causes of childhood obesity. ^{Footnote 72}

Sport participation at a young age can lead to a lasting interest in physical activity, fostering a more active lifestyle as an adult, which is critical for public health.^{Footnote 73} Lifelong participation in physical activity can be supported by the sport system.

Mental health

Beyond their physical benefits, quality sport and physical activity experiences contribute to mental and emotional health. Exercise can significantly decrease anxiety, stress, and depression, and by extension, improve overall mood.^{Footnote 74} Among adults, engaging in sport also boosts psychological well-being, including higher levels of self-esteem and life satisfaction.^{Footnote 75}

Among youth, participation in sport can reduce symptoms of depression and anxiety.^{Footnote 76} The 2022 Rally Report published by Canadian Women and Sport indicates that 90% of girls believe that sport benefits their physical and mental health.^{Footnote 77} Children and youth who participate in sport demonstrate higher rates of self-esteem, self-concept, and self-worth.^{Footnote 78} Girls’ participation in sport can enhance body image, with one in two girls reporting that sport positively influences their body image according to the 2024 Rally Report published by Canadian Women and Sport.^{Footnote 79} For youth, the positive effects of sport increase with the number of sports they participate in.^{Footnote 80} However, pressure placed on children to be elite athletes at a young age can cause stress and anxiety.

During the Commission’s work, numerous participants highlighted the significant individual benefits of sport for athletes at all levels. They emphasized that sport has the power to save lives, and many told us that they were able to overcome personal challenges through physical activity. We were also told that sport fosters self-care and healing, and that it serves as an important vehicle for self-regulation, including for high-performance athletes. Participants noted that sport was especially important for youth in northern communities as it could offer a positive path forward, keep youth away from criminality and save lives.

Parents of athletes can also benefit from their child’s participation in sport. They can, for instance, experience pride and joy from observing their child compete, interact with other adults and expand their social networks, while noting strengthened familial relationships.^{Footnote 81} According to the 2025 Jumpstart State of Youth Sport in Canada report, the top three positive emotions for parents associated to their children’s participation in organized sport were pride, joy and fulfillment, and confidence in skill development.^{Footnote 82}

Sport and physical activity play a particularly crucial role in enhancing the physical, social-emotional and mental well-being of persons with disabilities. Through sport, participants with disabilities experience feelings of increased independence, belonging, acceptance and accomplishment.^{Footnote 83} Sport empowers persons with disabilities and allows them to realize their full potential. It enhances their quality of life, provides a sense of purpose, and plays a crucial role in overcoming trauma. Athletes with disabilities build confidence, resilience, and life skills through sport, while also gaining a strong sense of belonging and community.

Athletes with disabilities shared how they never thought that they could participate in sport until they found disability sport opportunities, and that sport is the only place where they truly feel accepted. Such developments, we learned, afford advantages and opportunities that extend to entire families, and to other areas, like employment and advocacy efforts.^{Footnote 84}

Essential life skills and leadership

Sport plays a vital role in the cultivation of essential life skills. Team sports, in particular, teach participants how to work, communicate, and cooperate with others. By providing a structured environment where people work together towards common goals, team sports strengthen interpersonal skills such as conflict resolution and collaboration.^{Footnote 85} These shared experiences encourage social bonding, and support the development of meaningful relationships.^{Footnote 86}

While we noted that some adverse behaviours may originate in certain inappropriately led sport settings, we also recognize that sport participants can learn how to respect rules while developing a sense of fair play.^{Footnote 87} This promotes ethical behaviour, values that can extend beyond the playing field, shaping responsible and engaged citizens. Skills like commitment and perseverance, cultivated through striving for improvement in sport, can help participants develop self-discipline and a strong work ethic.^{Footnote 88}

Sport develops leadership skills that are important both within and beyond the world of sport. Participation in sport provides the opportunity to learn and use leadership skills, including teamwork, communication, strategic planning and organization and self-discipline.^{Footnote 89}

Sport can help propel individuals into successful careers and leadership positions. A study conducted by EY’s Women Athletes Business Network and ESPNW in 2015 revealed that 94% of women in top corporate leadership positions had a background in sport.^{Footnote 90} According to the 2022 Rally Report published by Canadian Women and Sport, 72% of women and girls reported the development of leadership skills as a benefit of participating in sport.^{Footnote 91}

Better educational and career outcomes

Early involvement in sports is linked to better educational and employment outcomes, especially for women and girls.^{Footnote 92} It is also associated with higher earnings and job satisfaction later in life.^{Footnote 93}

Employers increasingly acknowledge the role of physical activity in boosting workplace productivity. Active employees tend to demonstrate greater focus, experience fewer and shorter absences, and are less impacted by health issues that commonly lead to absenteeism.^{Footnote 94}

Personal growth and development

Sport and physical activity promote personal development and inspire individuals to dream. Many participants noted that sport instills important values such as perseverance and teamwork. Challenging and exceeding perceived limits contributes to building self-confidence.

Youth participation in sport fosters several social, emotional, and durable skills. As noted in the Jumpstart State of Play Youth Report 2025, youth report that sport has enhanced their ability to make friends, increased their desire to do well in sport, and raised their belief in themselves.^{Footnote 95} The number one reason youth like playing sports is playing with friends (56%). Having fun (33%) and learning new skills (32%) were the second and third most common reasons why youth play sports.^{Footnote 96}

As previously noted, according to the 2024 Rally Report published by Canadian Women and Sport, one in two girls say that participating in sport positively influences their body image because sport helps them focus on what they are doing rather than how they look. Sport makes them feel strong and capable.^{Footnote 97} Participating in physical activity, including sport, fosters physical literacy which encompasses the skills, knowledge and confidence to engage in lifelong physical activity.

High-performance athletes' relationship to sport is fundamentally different from that of recreational participants. For these athletes, sport is marked by the drive to achieve extraordinary success, often measured in medals and international recognition. They experience a heightened sense of pride and accomplishment from competing at the highest level. We learned that being pushed to achieve excellence can be a positive and rewarding experience. We also heard a resonating passion and love for their sport.

Paralympic athletes also emphasized the importance of high-performance sport for Canadians with disabilities. In addition, being recognized at par with their Olympic counterparts is very important, both to the individual athletes and serving as a broader message about equity and inclusion. Paralympic athletes are athletes first: athletes who are excellent at what they do. And, like Olympic athletes, they are role models and a source of inspiration and national pride for Canada.

Specific benefits for Indigenous people

During our work, Indigenous people shared with us that for them, the significance of sport extends far beyond staying active and combatting obesity. It can literally save lives. We were also told that sport helps prevent early pregnancies, reduces the risk of suicide, and keeps youth away from gang affiliation, drugs, and alcohol.

Our discussions revealed that, in the context of a growing mental health crisis (especially among Indigenous youth), being involved in sport provides a vital outlet, helps channel frustration and grief, and helps people manage stress, anxiety and trauma. Sport was described as a great tool for healing. We were told that “movement is medicine.”

We also learned from Indigenous communities that sport plays an important role in bringing people together because it is one of the few spaces where children can learn to embrace diversity. Participants shared with us that one of sport’s main benefits for Indigenous youth is the opportunity to go beyond their immediate community and engage with others. Indigenous people also shared that sport fosters connections among Indigenous nations.

Sport can nurture pride and Indigenous identity. We heard that it brings hope to communities and provides a sense of purpose. Promoting Indigenous athletes can encourage and inspire young people to participate in sport programs.^{Footnote 98}

Within Indigenous communities, sport builds social skills, develops a sense of belonging, and teaches important life lessons. The holistic approach of Indigenous people emphasizes the development of the whole person, balancing the physical, mental, emotional, cultural, and spiritual aspects of life.^{Footnote 99} We heard repeatedly that sport creates meaningful opportunities in that it encourages youth to stay in school, reduces the risk of homelessness, and increases the chances of graduating and pursuing post-secondary education.

Sport activities are often linked to identity, the transmission of values and knowledge, healing, and community building. Sport can also be a vector of resistance to anti-Indigenous racism, colonialism and patriarchy.^{Footnote 100}

Harnessing the power of sport: a call to action

Canada needs to invest more in sport, including sport infrastructure. Investing in sport from the grassroots to high performance means investing in public health, stronger communities, and a more resilient economy. It is also an investment in fostering inclusion, celebrating diversity, uniting people across regions and backgrounds, and striving for excellence together. It is an investment in Canada’s youth and the country’s future.