In partnership with Dr. Jennifer Stoll, Grant MacDonald, and Dr. Blake Price, Sport Tourism Canada (STC) is pleased to announce the launch of The Stoll Report on Canadian Sport Event Funding.
The sport tourism landscape has changed. Sport events are not easy to make happen, and recent research has identified that the benefits of sport event hosting are not well understood and access to funding is a challenge. Costs for rights holders are rising, as is the competitive landscape among sport host destinations. As the country’s leading industry association for sport tourism, STC is excited to share this valuable resource with you, our members, free of charge. Whether you are a seasoned sport host destination or rights holder, or a new entrant into the sport tourism space, this is report is for you.
The concept for this Canadian-specific report stemmed from a similar report produced for the US Market by Drs. Stoll and Price in 2022. “As we collected data and wrote meaningful analysis covering trends in the US market, we began to look at the increased globalization of sport and the eyes around the world on North America for events such as the 2026 FIFA World Cup and realized the story is broader than just the 50 United States.” said Dr. Stoll. “That led us to partner with highly respected and national leader in the Canadian sport tourism industry, Grant MacDonald to explore the efficacy of a Canadian version of the report. Blue sky conversations about how this work might benefit Canadian delegates and countless hours later, this report was born.”
Among the topics covered in this report are a historical timeline of major sporting events hosted in Canada, competitive analysis, provincial and territorial funding sources, recent activity, return-on-investment, and more. Use it as a guide. Use it as an advocacy tool. Use it as an educational resource. Whatever your role in the sport tourism industry, you will find yourself referring to this report again and again.
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“Sport Tourism Canada is pleased to partner with both Dr. Jennifer Stoll and Grant McDonald in the release of this report. As sport funding tends to be different for each province and territory within Canada, it is incredibly helpful and important to have this information all within one document. They have done a fantastic job in providing a clearer picture with the hopes of working toward more of a unified approach for sport tourism funding within Canada.” – Allyson Tonelli, Chair Sport Tourism Canada Board of Directors
“Provincial, territorial, and municipal funding for sporting events is a major topic in the sport events and tourism industry, impacting destinations of all sizes and rights holders seeking event hosting support. The information assembled in this report is extensive, timely and valuable. We are excited to partner with Jennifer and Grant, in sharing this resource and advocacy tool with our membership.” – Sheena McCrate, Interim CEO of Sport Tourism Canada
Report Access
Download the report for free here
Although The Stoll Report on Canadian Sport Event Funding is FREE, you must go through the purchase process. You will not be charged for this report. Once you have completed the purchase process, you will be sent a link that will permit you to download the report. You are not limited to the number of downloads and your report download link will not expire. You are welcome to share this report with colleagues and stakeholders.
About Stoll Strategies
Stoll Strategies supports, guides, and creates practical solutions catered to its partners across the world through the convergence of custom-tailored research, real-world experience, and the power of thinking big. Using an economic development lens, Dr. Stoll helps her clients define the often-intangible benefits of sports events and tourism to create long-term success and sustainability. For more information, visit www.stollstrategies.com