Canadian Heritage committee  There's certainly a group of companies now, and you see them. It involves Bell, Air Canada, RBC, and BMW. There are a number that are supportive through the sport system. For companies that don't currently invest in sport, it's likely because there's not a natural link to their

Canadian Heritage committee  I think there's a lack of marketing of the success of the athletes. Personally, if I spent a few hundred million dollars to invest in athletes and they did a great job and no one knew about it other than every two or four years at an Olympics, I don't think I'd be maximizing my i

Canadian Heritage committee  Yes, the U.S. probably does a bit better job of telling those stories. Canada's pretty good at hockey. There's a great hockey culture here. But, you know, there are incredible things happening across two dozen different sports that people don't even know about. You could unlock a

Canadian Heritage committee  I think directly for Sochi, Mr. Dion, probably not. For future Olympics, I think that if you have an objective to unlock more private sector funding to support athletes in the sport community, then you need to make it more compelling for the private sector to do that. You'll ma

Canadian Heritage committee  At a provincial level, the role of government is to inject more activity through the entire school system—to encourage kids all the way from K to 12 to be active. The average right now is about 20 minutes three times a week, which means we're not teaching kids good habits for hea

Canadian Heritage committee  In the private sector, there has to be a ROI for your investment. Again, you're either spending the money because you think it's the right thing to do, it's what your customers expect you to do, and it's what you have a moral authority to do, or you're investing the money to get

Canadian Heritage committee  Thanks very much. I thought I'd use my time this morning to give you a few views on why the private sector, Canadian Tire in particular, has an interest in Sochi and Canada's performance on the world stage. Private sector companies align themselves with sports, in this case t