Game Plan. Best Ever ‘88. Own the Podium. The messaging from the Canadian government’s Olympic high-performance sport initiatives over the past 50 years makes the stakes clear: winning is important.
Gone are the days of Canadian athletes being satisfied with simply making it to the Olympics. An expectation of excellence now pervades the Olympic program. Athletes are considered ambassadors of their countries and symbols of national pride.
This year in Italy, that expectation will be front and centre amid recent geopolitical tensions. It’s no wonder the new slogan is one that evokes unity and patriotism: “We Are All Team Canada.”
