The 2026 Milano Cortina Winter Olympics ended with a familiar feeling for many Canadians: pride in our athletes, but also a lingering sting. For hockey fans, that feeling came early. Canadians watched as both the women’s and men’s hockey teams fell to the United States in overtime, forcing the country that built its identity around the sport to watch American players celebrate on the ice in their own way. For Canadians back home, it was heartbreak.
When the closing ceremony wrapped up, Team Canada left Italy with 21 medals: five gold, seven silver, and nine bronze. It was a respectable performance, but it was also a step back. Canada’s medal count fell below the totals from both Beijing 2022 and PyeongChang 2018, raising questions about whether the country is doing enough to support its elite athletes.
Now, as the Paralympics pass their midway point with Canada sitting at seven medals, the same question is being asked across the country. Are we doing enough to support the athletes who represent Canada on the world stage?
Every four years, Canadians rally around their athletes. Living rooms become arenas. Classrooms watch races on projectors. After every gold medal in Milan, Prime Minister Mark Carney picked up the phone to personally congratulate the athlete. Ottawa also sent a large multiparty delegation to the Games, celebrating the athletes wearing the maple leaf.
The pride is real. But pride alone does not fund a high-performance sports system.
For many Canadians, the gold standard for Olympic success remains the 2010 Vancouver Winter Games. Hosting the Games on home soil created a moment of national unity, but it was also the result of deliberate investment. The Own the Podium program, launched in the lead-up to Vancouver, targeted resources toward elite athletes and produced historic results. Canada won 14 gold medals, the most ever by a nation at a single Winter Olympics.
That success did not happen by accident. It happened because Canada invested in its athletes.
Today, however, the system is under strain. Canadian Olympic officials say federal funding for national sport organizations has not meaningfully increased in two decades, even as costs have risen dramatically.
Athletes are feeling the impact directly. Many spend tens of thousands of dollars out of pocket simply to compete internationally. Officials estimate the average Canadian athlete spent about $25,000 just to compete at the Milano Cortina Games.
That reality means families, private donors, and charities are often filling the gap.
Programs such as the Canadian Athletes Now Fund have stepped in to help athletes cover costs like coaching, travel, equipment, and training camps. Since its founding, the charity has supported a majority of Canadian Olympians and Paralympians, often providing direct grants to athletes trying to reach the Games.
But charitable support should not be the backbone of a national sports system.
The federal government does provide funding through Sport Canada and the Athlete Assistance Program. Carded athletes receive a monthly stipend of roughly $2,175, while development athletes receive about $1,300 per month.
For athletes training 30 to 40 hours a week, that support often falls short of the actual costs of training and living. Many athletes still need second jobs to make ends meet.
The result is a system that increasingly risks becoming pay to play. Canadian Olympic officials warn that wealth and luck may begin determining who gets to pursue elite sport, rather than talent and dedication.
This concern is particularly pressing as other countries ramp up their investment in sport. Canada is competing against nations that are spending significantly more on coaching, sports science, and athlete development.
Meanwhile, Ottawa argues that Canada already invests heavily in sport. Secretary of State for Sport Adam van Koeverden has said the federal government spends roughly $266 million annually on sport and has increased funding for facilities, mental health programs, and athlete support over the past several years.
There is truth in that. The federal government is a major supporter of amateur sport in Canada.
But the broader question remains whether Canada’s investment matches the expectations we place on our athletes.
Olympians and Paralympians are more than competitors. They represent Canada to the world. They carry the flag in opening ceremonies, inspire young Canadians to play sport, and become ambassadors for the country long after their competitive careers end.
In that sense, investment in high-performance sport is about more than medals. It is about national pride, international representation, and the message Canada sends about the value we place on excellence.
As the Paralympics continue in Milan Cortina, Canadians will once again cheer every race, every jump, and every finish line.
The least we can do is ensure the athletes wearing the Maple Leaf have the support they need long before the Games begin.
Daniel Perry is the Director of Federal Affairs at the Council of Canadian Innovators, leading national advocacy and engagement efforts. With experience in consulting and roles at the Senate of Canada, Queen’s Park, and the Canadian Criminal Justice Association, Daniel has helped political leaders and clients across various sectors achieve their public policy goals. A frequent media contributor and seasoned campaigner, Daniel holds a Master of Political Management from Carleton University.
