1. Jack Jedwab Association for Canadian Studies March 9 th, 2010 2010 Canadian Post Olympic Survey

2. Opinion on Canada’s Olympic Performance in Comparison The 2010 winter Olympic Games are now part of the record books, There was much initial concern during the first week of the games that Canadians were headed towards a dismal medal performance. By the end of the Games however the concern seemed to have diminished as Canada came home with 26 medals, 14 of them gold medals thus establishing a new record for a winter olympic games. Following the two previous Olympic Games (summer 2004 and Winter 2006) the firm Decima Research conducted surveys for the Department of Canadian Heritage to gauge Canadians’ satisfaction with the country’s performance in the Games, their views on funding for Olympic sports and amateur athletes and their perspective on Canada’s place internationally when it comes to sports achievement. In 2008, the Association for Canadian Studies commissioned Leger Marketing to put similar questions to the population. In the aftermath of the 2010 Olympic Games, the ACS yet again put similar questions to the population around thir performance in the 2010 games. As Canada tends to perform better in the Winter Olympics than in the Summer Games, comparisons may make more sense between 2004 and 2008 and 2006 and 2010. Nonetheless that which follows will consider where relevant we have considered all three Games

3. Methodology The Association for Canadian Studies commissioned the firm Leger Marketing to conduct this survey and the questions were fielded between September 10 and 12, 2010. Some 1500 people were surveyed via web panel with a margin of error of 3.9 points 19 times out of 20.

4. Questions Winning is Everything? It’s not if you win or lose but how you play the game

5. 81% say that adult pressure to win I taking the joy out of sport for children-Decima July 2008 survey for dept of can heritage

6. Most Canadians (58%) strongly disagree that the only reason to play sports is to win

7. The majority of Canadians disagree (69%) that to good at sport you have to be born with natural talent

8. At the Olympics it ’ s about whether you win or lose and not how well you perform 2010 Strongly agree Somewhat agree Somewhat disagree Strongly disagree 18-24 years of age7,3%25,8%40,4%19,7% 25-34 years of age7,3%24,0%36,2%31,3% 35-44 years of age4,4%28,8%25,4%35,3% 45-54 years of age9,8%19,6%25,5%43,1% 55-64 years of age8,4%21,1%25,6%42,7% 65-74 years of age10,1%19,8%29,1%40,1% 75 years of age or older25,6%12,8%28,2%30,8% Total8,3%22,9%29,6%36,1% Most Canadians say it’s how well you perform and not if you win or lose

9. Satisfaction with Olympic Performance Reaches New Height 95% were satisfied with Canada’s performance in the 2010 Winter Olympics in Vancouver 72% of Canadians were satisfied with Canada’s performance at the 2008 summer Olympics in Beijing 87% were satisfied with Canada’s performance in the 2006 Winter Olympics in Turin 59% were satisfied with Canada’s performance in the summer games in Athens

10. How satisfied are you with Canada's overall performance at the Olympic Games? Somewhat satisfiedVery satisfied 200436,2%12,4% 200638,8%48,6% 200825.0%46.7% 201020.6%74.9% Percentage very satisfied with 2010 performance takes huge leap

11. When Canadian athletes win medals at the Olympics I feel a stronger sense of pride in Canada Strongly agreeSomewhat agreeTotal 2008 363874 2010 533386 EnglishFrenchOther 2008 786773 2010 887890 Two in three Canadians feel greater sense of pride when Canadians win Olympic medals

12. Total Agree-The Olympic and Para Olympic Games motivates me to participate more in sport 20082010 Canada 2541 18 to 24 4752 25 to 34 3139 35 to 44 2349 45 to 54 2140 55 to 64 1732 65 years or older 1633 Winter Olympics motivate Canadians to participate more in sport

13. Canadians view of ourselves as leading sports nation rises in winter In the 2006 winter Olympics more than three in four Canadians surveyed described Canada as a leading sports nation In 2008 some one in three Canadians held this view In 2010 a record 82.5% of Canadians held the view that Canada is a leading sports nation In 2008 23% of francophones held this view as did 33% of anglophones and 30% of allophones. In 2010 the figures rose to 76%, 87% and 78% for francophones, anglophones and allophones respectively

14. Own the Podium Vindicated: Canadians agree with more funds and high medal targets The results of polls conducted after the games in 2004 and 2006, showed that about 61% of Canadians were in favor of increasing funding to our athletes. The 2008 results show an 11 point increase in the total percentage that 72% in agreement with increased funding a percentage unchanged in 2010 In 2004 54% of Canadians agreed that federal funding should be targeting those sports with the greatest potential for medal success. In 2006, 70% of Canadians agreed with the statement but a low emerged in 2008 with 33% of Canadians holding this view. In 2010 the percentage dropped further to 23% 39.5% of Canadians agree that “ Canada ’ s Olympic organizers set unrealistic medal goals for Canada at the Vancouver games ” 77% agree that regardless of the medal total, it is good that Canada ’ s Olympic organizers set a very high goal 36% disagree that investing more money in Canada ’ s athletes will not result in winning a lot more medals

15. Performance and Funding-The Win-Win Argument If we do poorly in the Olympics do we need more funds to do better? (i.e. if we do poorly do we attribute to lack of funds) If we do well is it because of the funding? And if so do we agree that more funding will make us do better?

16. 2010 Canada ’ s Olympic organizers set unrealistic medal goals for Canada at the Vancouver games Regardless of the medal total, it is good that Canada ’ s Olympic organizers set a very high goal Strongly agree Somewhat agree Somewhat disagree Strongly disagree Strongly agree28,0%26,7%35,0%69,4% Somewhat agree28,0%47,6%53,0%20,4% Somewhat disagree33,9%20,9%8,6%3,1% Strongly disagree7,7%1,4%1,7%5,9% I don't know / I prefer not answering 2,4%3,5%1,7%1,2% Total100,0% Even if the goals are unrealistic it is good to set them high

17. 2010 At the Olympics it ’ s about whether you win or lose and not how well you perform Investing more money in Canada ’ s athletes will not result in winning a lot more medals Strongly agree Somewhat agree Somewhat disagree Strongly disagree Strongly agree21,1%7,4%5,6%6,2% Somewhat agree28,1% 23,2%15,1% Somewhat disagree17,2%37,2%47,7%31,4% Strongly disagree28,1%24,6%20,3%41,8% I don't know / I prefer not answering 5,5%2,6%3,3%5,5% Total100,0% Those who think it’s how well you perform less likely to believe more money gets more medals

18. At the Olympics it ’ s about whether you win or lose and not how well you perform The federal government should increase the current level of financial support for Canada ’ s amateur athletes Strongly agree Somewhat agree Somewhat disagree Strongly disagree Strongly agree37,0%30,5%24,9%37,2% Somewhat agree28,3%42,2%47,9%41,3% Somewhat disagree14,2%17,8%18,0%12,0% Strongly disagree18,1%6,6%4,2% I don't know / I prefer not answering 2,4%2,9%4,9%5,3% Total100,0% Even if they agree it’s about performance and not winning or losing all favor increased funding for our athletes

19. When Canadian athletes win medals at the Olympics I feel a stronger sense of pride in Canada Regardless of the medal total, it is good that Canada ’ s Olympic organizers set a very high goal Strongly agree Somewhat agree Somewhat disagree Strongly disagree Strongly agree48,1%24,1%21,2%15,2% Somewhat agree35,8%52,8%41,3%26,6% Somewhat disagree9,6%15,7%29,8%26,6% Strongly disagree2,2%2,8%1,9%17,7% I don't know / I prefer not answering 4,2%4,6%5,8%13,9% Total100,0% Those most proud of performance think that aiming high is a good thing

20. 2010 When Canadian athletes win medals at the Olympics I feel a stronger sense of pride in Canada The federal government should increase the current level of financial support for Canada ’ s amateur athletes Strongly agree Somewhat agree Somewhat disagree Strongly disagree Strongly agree43,3%18,4%21,2%11,7% Somewhat agree41,4%46,5%46,2%19,5% Somewhat disagree10,0%20,8%20,2%26,0% Strongly disagree2,8%7,0%4,8%36,4% I don't know / I prefer not answering 2,5%7,2%7,7%6,5% Total100,0% Pride and Money