Benchmarking Analysis On Sport Organizations

Benchmarking
Analysis on Sport
Organizations
KPMG Sport Advisory
KPMG Advisory Ltd

Canada
Introduction and scope of the study
Main attributes of Canadian sport Highlights of the Canadian sport scene

Canada is the second largest country in the world in terms of area Population of Canada 35,158,300
(9,984,670 km2). It has a developed economy, according to the
International Monetary Fund; in 2012 Canada was the eight
wealthiest country in terms of nominal GDP per capita. People active in sport1 11,950,000
The population is generally very interested in sports, but this
Monthly sport participation rate2 34.0%
shows mostly in high viewership of sporting broadcasts. There are
many national television and radio stations devoted entirely to
sports. However, there is much room for improvement in the Weekly sport participation rate3 25.8%
participation rate of the general public in sports, which has shown
a decreasing trend across all age groups, according to government National sport federations 61
sources.
The most popular sport of Canada is ice hockey. Lacrosse is also Source: KPMG Analysis
widely practiced during the summer season. A federal law in 1994 Note: (1) % taking part at least once a month
identified hockey and lacrosse as national sports of Canada. (2) Canadian Fitness and Lifestyle Research Institute
Sport Monitor 2011-12
Canadian sport has strong ties with the United States. The largest (3) Canadian Heritage Sport Participation 2010 -
professional leagues, the National Hockey League (NHL), Research Paper
National Basketball Association (NBA), Major League Baseball
(MLB) and Major League Soccer (MLS) are predominantly based
in the US, only a few franchises (teams) are from Canada.
Canada has hosted the Olympics on three occasions so far, once
the Summer (Montreal, 1976) and twice the Winter Games
(Calgary, 1988 and Vancouver, 2010). However, the country failed
to win a gold medal in the first two Olympics it organized. This
disappointment boosted the efforts to ensure success in 2010 and
was a catalyst for structural changes in the sport system.
The scope of the study

Our assessment of sports in Canada covers the following topics:
Governance structure and main institutions
The effect of major event hosting
Funding structure
Elite sport performance
Community sport
[year] [legal member firm name], a [jurisdiction] [legal structure] and a member firm of the KPMG network of independent member firms affiliated with KPMG International 1
Cooperative (KPMG International), a Swiss entity. All rights reserved.
Canada
Governance structure and main institutions (1/7)
The political governance Summary of the governance structure of Canadian sport at the federal level
structure of Canada is
divided into three distinct
levels:
IOC
Federal
Federal government
Provincial/Territorial
Municipal
Organizations at all levels Department of Canadian Olympic

Provincial/territorial Committee
have some role in Canadian Canadian Heritage
government
sport, but that of the federal
government is the most
extensive and significant.
Sport related tasks and Sport Canada
responsibilities of the Municipal
provincial/territorial and
government
municipal governments are
discussed in detail in the National sport
following section. federations
Own the Podium
Details on pages 4 and 5.
Canadian Sport
Institutes Sport clubs
Source: KPMG Analysis

Canada
The structure of Canadian federalism The Physical Activity and Sport Act (2003)
Canada is a federal parliamentary democracy consisting of ten The federal governments involvement in sport is defined by the
provinces and three territories (Northwest Territories, Yukon and Physical Activity and Sport Act (PASA).
Nunavut). The federal government is at the top of the structure.
The PASA identifies two main pillars covering the governments
The main difference between territories and provinces is that the
formers derive their powers from the federal government, whereas objectives regarding sport. The first one is about encouraging
provinces receive authority directly from the Constitution Act, thus more people to take part in physical activity, while the other
they have more power in their own areas. Municipalities (cities and promotes excellence in high-performance sport. Through this
towns) also have their own governing bodies. approach they target all Canadians (casual sport participants) and
elite athletes as well.
Provinces have jurisdiction over many issues, including education,
welfare. They receive transfers from the federal government and It should be noted, that the realization of the two pillars of the PASA
are allowed to levy their own taxes. is not the sole responsibility of the federal government, as several
The role of the federal government organizations work in this field. The PASA is only the backdrop for
the more detailed policies, for example the Canadian Sport Policy
A key turning point in the history of sport policy in Canada came in 2012-2022, which is a general guide for stakeholders in Canadian
1961, when the Fitness and Amateur Sport Act was passed. sport (more details on page 4)
Through this policy the federal government officially committed
itself to encourage, promote and develop sport. This Act was the
main guideline for Canadian sport until the first Canadian Sport
Policy in 2002 and the Physical Activity and Sport Act in 2003.
The following decades saw a series of legislation and policies, Two pillars of the PASA
bringing Canadian sport more and more under state influence
through funding channels and control mechanisms. The two main
parts of the federal policy were Sport Canada (developing high- Participation
performance, elite sports) and Recreation Canada (focusing on the Increase physical activity
publics participation in all kinds of physical activities) participation by integrating
sport into the daily life of
After many changes, the system reached its current form in the
early 1990s. The Sport Canada organization became part of the Canadians
newly founded Department of Canadian Heritage in 1993, which
is responsible for various fields (e.g. culture, media, sports). The
federal government supports the national sport federations and Excellence
Olympic sports entirely through Sport Canada. Promote and support high-
The Department of Health (established in 1996) assumed the performance sports and build
tasks of the now defunct Recreation Canada; their role is to capacity for it n the sport
encourage Canadians to lead a healthy life, which includes regular system
physical activity. However, sport is not a primary concern for them,
just part of an active lifestyle.,
Canada
The role of governments of provinces/territories Intergovernmental cooperation Canadian Sport Policy

Although sport is not defined in the Constitution Act as an issue in After two years of consultations, the first Canadian Sport Policy
which provinces have a clear jurisdiction, the majority of them have (CSP) was agreed upon in 2002. The policy was a result of the
been organizing their own sport life for many decades. Provinces close collaboration of federal, territorial and provincial sport
and territories have their own governments, usually with a minister
responsible for sport. ministers, ultimately committing all levels of political power to
the same goals in both community and elite sport. The CSP
As the federal government became more and more active in sport gives a coherent and unified framework for governmental
policy, greater cooperation between the two levels was required. involvement in sport at every level.
After long debates it was settled that the provinces and territories
are responsible for community sport through launching regional The revision of the first CSP was overseen by Sport Canada
initiatives for increased participation and financing infrastructure between 2010 and 2012 and the evaluation report further
development for major events held in the province. Elite sports are strengthened the belief in the usefulness of the policy. Based on
generally supported and funded at the federal level. the findings, the second CSP was worked out for the period
Provinces mostly support provincial sport federations and also fund between 2012 and 2022. The vision of CSP 2012 is to create a
youth development at their level. However, in some cases dynamic and innovative culture that promotes and celebrates
competences overlap, for example Qubec provides financial participation and excellence in sport.
support for their own athletes. It should be noted that, while
provinces have relative autonomy in implementing their own Five overall goals of CSP 2012
programs for community sports and sport participation, the federal
government through the PASA and the Canadian Sport Policy still 1. Introduction to sport
sets national goals in this field.
Canadians have the skills, knowledge and attitudes to participate in sport.
The extent of the provinces efforts is highly varied. For example,
British Columbia has longer traditions and more experience in 2. Recreational sport
organizing voluntary sports than many others.
Canadians participate in sport for fun, social interaction , recreation etc.
3. Competitive sport
Canadians have the opportunity to systematically improve and measure their

performance against others in competition in a safe and ethical manner.
4. High performance sport
Canadians are systematically achieving world-class results at the highest

levels of international competition through fair and ethical means.
5. Sport for development
Sport is used as a tool for social and economic development, and the
promotion of positive values
Canada
The role of municipal governments Sport federations (national and provincial/territorial)

Situated below the provincial/territorial level, municipal Sport federations are responsible for their own sports and mainly
governments are generally involved in local transportation, operate by the same principles as every countrys federations.
education, public utilities issues. Most of them have the authority to However, the Canadian system identifies federations at both the
levy their own taxes to cover the costs of these functions and they
also receive transfers from their respective provincial government. national and the provincial level.
Management of city parks and recreational centers is the There around 60 national sport or disabled sport federations,
responsibility of municipalities, thus they are heavily involved in while many more operate in the provinces and territories.
the community sport life. Facilities for public use are usually National federations are the representative bodies of sport clubs
developed and financed at the municipal level. This system and they concentrate on overarching, nationwide policies and
operates effectively, almost every city has numerous ice hockey programs. For example, Badminton Canada is responsible for the
rinks for use by local, amateur teams. national team and the overall structure of badminton in Canada.
According to a survey carried out by the International Ice Hockey Provincial federations (e.g. Badminton Ontario) promote the sport in
Federation (IIHF) in 2013, Canada has around 2600 indoor and their region and ensure there are enough facilities.
5000 outdoor hockey rinks, accounting for almost half of all rinks in
The governance structure of national federations is more formal
the world.
and professional; provincial federations are often run by volunteer
The successful performance of Canadian athletes in other sports Boards of Directors.
has boosted the efforts to build more multi-sport facilities as well.
Canada
Sport Canada Main programs of Sport Canada

As mentioned earlier, Sport Canada, established in the 1960s is a The organization supports the realization of the goals set out in the
branch at the Department of Canadian Heritage. They are the body Canadian Sport Policy by providing substantial funding to various
that carries out the federal government's commitments and tasks players of the Canadian sport scene. Three grants and contributions
regarding both elite and community sport. Sport Canada is active in programs should be highlighted. It should be noted, that Sport Canada
policymaking and planning (CSP 2002 and 2012), business does not make technical decisions; it is up to the expertise of the
operations and management. This organization is the main federations how they invest the funds, but they are still held
channel through which the federal level invests in sport. responsible for their effective and sensible use of the support.
Sport Canada is also responsible for allocating and administering Information on the funding figures of these programs are on page 11.
federal government funding through various sport programs. Their
role is crucial in the system, since most sport organizations Sport Support Program (SSP): this initiative has various target
operation depend on this type of financial backing. The power of groups, the main beneficiaries are athletes, coaches and other
the Canadian sport policy sector concentrates in Sport Canada. sport participants at the national team level. Funding is distributed
to sport federations, multisport service organizations, sport
Although the officially Sport Canada is also competent in supporting centers and other institutions that provide professional sport
the sport participation of the public, it mostly concentrates on elite services for athletes.
(Olympic) sports. Some criticism aimed at the organization
demanded more attention on the nationwide promotion of The Sport Funding and Accountability Framework (SFAF) is used
participation in sport. by Sport Canada to determine who can receive the funding.
Recipients are required to implement accountability measures to
Other Sport Canada initiatives include research activities about ensure that their operation is aligned with the goals of Sport
public sport policy (surveys, impact studies, statistics), and the Canada.
Long-Term Athlete Development Program, which sets out a
seven-stage career path for future elite athletes. Athlete Assistance Program (AAP): the primary target group of
this program are Canadian high performance athletes, who are
usually required to live and train in the country. Living and training
allowances are awarded to help them combine their sport,
academic and working careers.
Generally athletes from high performance sports funded through
the SFAF are eligible for AAP backing, guaranteeing
accountability.
Hosting Program (HP): sport federations are assisted in hosting
and organizing the Canada Games and international sport events
in Canada. The sporting, economic, social and cultural legacies of
such events are managed together.
Contributions through the HP are only awarded to federations
operating by the SFAF. This is the only Sport Canada program
that supports the building and developing of sporting
infrastructure.
Canada
Canadian Olympic Committee (COC) Own the Podium (OTP)

The national Olympic committee of Canada is independent from the When in 2003 Canada was awarded the right to host the 2010
governments at every level. Its main task is to represent Canadian Olympics in Vancouver, every stakeholder in Canadian sport
athletes at the international sport level and look out for the interests agreed that they must avoid the failure of the two previous
of the country at the International Olympic Committee. The COCs
budget relies on private contributions. Olympics hosted by the country, where they did not win a single
gold medal.
Around 50 national federations of Olympic sports are members
of the COC. The organization cooperates with them to prepare the The Canadian Olympic Committee (COC), the Canadian
Canadian teams and individual athletes for the Olympic, Youth Paralympic Committee (CPC), Sport Canada and the organizing
Olympic and Pan American Games. They conduct site visits and committee of the Vancouver Games established Own the Podium
hold preparation seminars for the athletes, among many other (OTP) in 2004, after extensive consultation with 13 winter sport
activities. federations. Later summer sports also became involved through the
The COC is managed by a Board of Directors, which has 20 Road to Excellence program. The program for winter and summer
members: the Chief Executive Officer, 12 elected and 7 ex officio sports were merged in 2009 , keeping the Own the Podium name.
members (two IOC members, two athlete representatives, one
OTP currently operates as a non-profit, multi-sport
coach representative, the chair of the Canadian Olympic
Foundation, and the Immediate Past President). organization, which serves as an advisory board in the funding
of Olympic and Paralympic sports. This organization helps
Although the COC does not have direct influence on the allocation selecting the federations that should receive funding by assessing
of government funds (Sport Canada), it is a highly respected their potential for Olympic success then making investment
organization with a long history. Their main role is to coordinate
recommendations for the funding partners (see below). OTP is an
the efforts related to the Olympic movement, but during the last
decade the COC also took up a role in financing Olympic sports important part of the Excellence pillar of the PASA.
through the Own the Podium initiative. Contributions come from Sport Canada (Sport Support Program),
COC private fundraising and sponsorships. Sport Canada transfers
around USD 68 million each year to federations through OTP. In
addition, the COC provides a wide range of professional services to
federations of Olympic and Paralympic sports through the program.
OTP is credited with the success of Canadian athletes at the 2006
and 2010 Winter Games, where they finished third and first in the
medal table, respectively. The main and widely communicated goal
is to contend for the first position at every Winter Olympics and be
among the top 12 nations at the Summer Games.
Detailed information about the funding of sport federations through
OTP is on page 12.
Canada
Canadian Sport Institutes (CSI) Winter Sport Institute (WinSport)

Also known as Canadian Sport Centres, the first CSI was Branded as the worlds leading winter sport institute, WinSport is
established in Calgary in 1994. Later six others were founded in the based in Calgary and tasked with managing the legacy of the
regions of Montreal, Ontario, Manitoba, Saskatchewan, Atlantic 1988 Winter Olympics. This include the maintenance and
Canada and Pacific Canada. The network of these institutes spans operation of several facilities, chief among them the Canada
the whole country. Olympic Park, which is the primary base of the CSI of Calgary.
CSIs were created by the partnership of Sport Canada, the COC, They also fund two-thirds of the budget of Olympic Oval, a speed-
the coaching association of Canada and the respective provincial skating venue.
governments. Their main responsibility is to support high WinSport also has a stake in the operation of the National Sport
performance (Olympic) sport excellence by providing sport School (More details on page 15)
science, research, training and medical services to elite athletes.
Experts are employed in nutrition, physiology, conditioning and WinSport venues do not only support the preparation of Canadian
mental Preparation. elite athletes for the Winter Olympics, but also helps the efforts to
introduce winter sports to Canadians.
The network of CSIs operate mostly on funding from the federal
government through Sport Canada and Own the Podium. Financial
backing from provinces is also important.
The Institutes have successfully positioned themselves as the main
providers for Olympic sport federations preparing for the Games,.
The table below shows the contribution of the Canadian Sport
Institute of Ontario (CSIO) to Olympic success since 2004.
Year Event % of athletes trained at CSIO % of medals won by CSIO athletes
2012 London Summer Olympics 42.5% ( 118 / 277 ) 50% (1 Gold, 4 Silver, 4 Bronze)
2010 Vancouver Winter Olympics 23.3% ( 48 / 206 ) 26.9% (4 Gold, 2 Silver, 1 Bronze)
2008 Beijing Summer Olympics 34.9% ( 116 / 332 ) 50% (1 Gold, 4 Silver, 4 Bronze)
2006 Turin Winter Olympics 15.3% ( 30 / 196 ) 33.3% (3 Gold, 4 Silver, 1 Bronze)
2004 Athens Summer Olympics 42.9% ( 113 / 263 ) 41.6% (1 Gold, 3 Silver, 1 Bronze)
Source: Canadian Sport Institute Ontario Website
Canada
The effect of major event hosting
Vancouver 2010 Winter Olympic Games Toronto 2015 Pan American Games
Winning the rights to host the Winter Olympics and Paralympics led Pan American Games are held every four years, just before the
to structural and policy changes in the Canadian elite sport sector. year of the Summer Olympics. Canada has hosted it on two
As mentioned earlier, the Own the Podium programme was occasions so far (1967 and 1999, both in Winnipeg). The next one
will be in July 2015 in Toronto.
initiated in 2004 to advise Sport Canada and other contributors on
how to finance Olympic sports. The Games will have 41 participating nations in 36 different sports.
In terms of the number of athletes and sports, the Pan American
Every player related to Canadian sport policy worked together to Games will be significantly bigger than the Vancouver Winter
ensure the sporting success at Vancouver in 2010. This joint effort Olympics.
by governments at all levels was reflected in consultations and the
Although no large, new venues are being constructed in Toronto,
alignment of policy goals. the existing (sporting) infrastructure will be thoroughly renovated.
Canada performed exceptionally at the Games, finishing at the top Policymakers hope that it will provide a boost for the sporting
of the medal table. After the good results the public perception life of the Toronto region.
of sports changed among Canadians as they established a The estimated cost of the Games (USD 1,55 million) is divided
strong emotional connection with national teams, which was between the three administrative levels. Federal and provincial
practically non-present before. (Ontario) governments pay 35% each, while the municipality level
covers the remaining 30%.
The Vancouver Olympics also left a strong legacy in
infrastructure. Six completely new venues were built for the
Games: Cypress Mountain (ski sports), Richmond Olympic Oval
(indoor arena, multi-sport), UBC Thunderbird Arena (ice
hockey), Vancouver Olympic/Paralympic Centre, Whistler Olympic
Park, and The Whistler Sliding Centre (bobsleigh, luge, skeleton).
Other arenas and sport facilities were renovated. These venues
provide adequate training opportunity for athletes and also help in
bidding for future sporting events.
Canada
Funding structure (1/3)
Canadian Olympic
Elite sport funding
The following chart shows
Committee
the most important funding
channels that define the
Canadian sport system.
Own the Podium

The federal government is
the biggest contributor to Canadian Sport
elite sport, while community Federal government Sport Canada Institutes
and leisure sport are mostly
financed at provincial, National sport
federations
territorial and municipal
levels.
Sport clubs
Community sport
Provincial/territorial Provincial/territorial
funding
government sport federations
Municipal
Sport facilities
government

Canada
The funding system of Sport Canada Funding figures of Sport Canada programs
(in Canadian dollars, million)
Sport Canada uses federal government funds to support national
sport federations, elite athletes and the hosting of major sporting Hosting Athlete Sport
Year Total
events through three distinctive programs. Program Assistance Support
The total amount of financing divided between the programs more 2002-03 16,1 15,1 48,3 79,5
than tripled between 2002 and 2008, which could be attributed to
the increased efforts prior to the Vancouver Olympics. Since then 2003-04 29,7 15,2 56,7 101,6
the funding of the Hosting Program significantly decreased due to 2004-05 80,3 19,8 83,3 183,4
the lack of major international events organized in Canada.
However, the funds made available for sport federations (Sport 2005-06 51,6 24,8 93 169,4
Support Program) still shows an increasing trend, signaling the
2006-07 126,5 25,3 94 245,8
intent of Canada to be among the top sporting nations of the world.
The Athlete Assistance Program also remains high on the agenda 2007-08 118,7 25,3 103,1 247,1
of the federal government.
The current trend in the global sporting arms race is that more and 2008-09 44,5 26,5 111,9 182,9
more money goes to the support Olympic athletes. This also seems
2009-10 58,5 26,1 113,7 198,3
to be the priority of Sport Canada, while the financing of community
sport is left almost entirely to the provinces and municipalities. 2010-11 23,8 25,9 154,4 204,1
Funding of Sport Canada programs visualized 2011-12 23,1 26,8 148,8 198,7
300 Source: Public Accounts of Canada: Transfer Payments
250
Canadian Dollar, millions
200
Hosting Program
150 Athlete Assistance Program

Sport Support Program
100 Total
50
0 Source: Public Accounts of Canada:

2002-03 2003-04 2004-05 2005-06 2006-07 2007-08 2008-09 2009-10 2010-11 2011-12 Transfer Payments
Canada
Funding of elite sports through Own the Podium Top 10 winter sports by OTP funding for 2013-2014
(million Canadian dollars)
As discussed earlier, Sport Canada provides the majority of the
funds that are distributed among Olympic and Paralympic sport Sport Funding
federations through the Own the Podium initiative.
1 Speed skating 3.537
Funding through this programme is divided into four categories: 2 Freestyle skiing 3.253
National Team: contributing to the training and competing
costs of national teams. 3 Alpine skiing 2.976
SSSM: funding to cover sport science and medical services 4 Ice hockey 2.801
through Canadian Sport Centres or other providers. 5 Bobsleigh/skeleton 2.454
Coaching: financing of world class coaches.
6 Snowboard 2.448
Administration: support staff salaries and various
administrative costs that are related to the programme. 7 Cross county skiing 1.966
8 Curling 1.892
OTP supports both winter and summer sports. As a general rule,
those with a higher chance of Olympic success and better past 9 Ski Cross 1.468
results receive more funding. 10 Luge 1.088
Top 10 summer sports by OTP funding for 2013-2014

(million Canadian dollars)
Sport Funding
1 Rowing 4.285
2 Swimming 4.180
3 Athletics 3.625
4 Cycling 3.500
5 Canoeing 2.700
6 Diving 2.600
7 Soccer (women) 2.250
8 Rugby 7s (women) 1.700
9 Wheelchair basketball 1.400
10 Wrestling 1.300
Canada
Most successful Olympic sports

Canadas Olympic history
As mentioned in the introduction, Canada has hosted three Sport Gold Silver Bronze Total
Olympics, once the Summer (Montreal, 1976) and twice the Winter
Games (Calgary, 1988 and Vancouver, 2010). The first two events 1 Athletics 13 14 26 53
brought no success in terms of gold medals won, but in 2010
Canada managed to finish at the top of the medal table at the 2 Ice hockey 13 5 2 20
Winter Olympics.
3 Rowing 9 16 15 40
The country has participated at every Olympics, except for the first
modern Summer Games in 1896 and they boycotted the 4 Speed skating 8 12 15 35
competition in 1980. From the 1930s until the 1990s Canadian
athletes usually won only one or two gold on every occasion, 5 Short-track speed skating 8 11 9 28
complemented with a couple of other medals. Their best
performance at the Summer Olympics (10 gold) came in 1984, 6 Swimming 7 14 22 43
when the majority of Communist countries did not compete.
7 Curling 5 3 2 10
In the last 15 years Canada has established itself as a top nation in
winter sports; they always finished in the top 5 at the medal table 8 Figure skating 4 10 11 22
since 1998. Their two best performances came at the last two
Games. Although their main focus is on winter sports, they usually 9 Canoeing 4 10 10 24
achieve good results in summer sports as well.
Canadas main strength is perhaps that they have realistic medal 10 Shooting 4 3 2 9
chances in a wide range of sports. The last 10 Summer Olympics
Source: Olympics.Org
gold medals were delivered across 8 different sports.
Medal count of the Summer Olympic Games Medal count of the Winter Olympic Games
18
16 Gold Silver Bronze Gold Silver Bronze 14
14
12
12 11
10 10 10
10 9
8 8
8 7 7 7 7 7 7 7
6 6 6 6
6 5 5 5 5
4 4 4
4 3 3 3 3 3 3 3 3
2 1
0
Barcelona Atlanta 1996 Sydney Athens 2004 Beijing 2008 London Lillehammer Nagano Salt Lake Turin 2006 Vancouver Sochi 2014
1992 2000 2012 1994 1998 City 2002 2010
Source: Olympics.Org Source: Olympics.Org
Canada
Community sport (1/2)
Participation statistics
Although Canada has achieved great results in elite sports in recent
years, the weak participation statistics are still a great concern for
policymakers. The evaluation of the first Canadian Sport Policy
carried out by Sport Canada found that almost every elite sport goal
was met, but only half of the participation goals were achieved.
According to Canadian Heritage, only 26% of the population
aged over 15 years old took part in sporting activities on a
weekly basis, which is a significant, 17% decline since 1992.
Obesity among young people is also a problem.
Meanwhile, Sport Canada spent only 13% of its the Sport Support
Program on community sport purposes. It is clear, that Sport
Canadas main goal is to support elite sports, but due to the
decreasing trend in public sport participation the organization is
urged to focus more on community sport.
Top 10 most practiced sports in Canada (% of adult population,
Other stakeholders, including provincial and municipal governments aged 15+ regularly pursuing a sport)
and Health Canada focus on sport participation, but the almost all
federal level fund is still aimed at the Excellence pillar of the 1992 2010
PASA.
1 Ice hockey (6.4%) Golf (5.2%)
Sport participation (at least once a week) by age groups
2 Skiing (6.3%) Ice hockey (4.4%)
90
80 3 Swimming (6.2%) Soccer (3.5%)
70 4 Golf (5.9%) Baseball (2.1%)

15-19
60 5 Baseball (5.6%) Volleyball (1.9%)
20-24
50
25-34
6 Volleyball (3.8%) Basketball (1.8%)
40
35-54 7 Basketball (2.9%) Skiing (1.6%)
30
55- 8 Badminton (1.9%) Cycling (1.4%)
20
10 9 Soccer (1.8%) Swimming (1.4%)
0 10 Cycling (1.0%) Badminton (1.1%)
1992 1998 2005 2010
Source: Canadian Heritage Sport Participation 2010 Research Paper Source: Canadian Heritage Sport Participation 2010 Research Paper
Canada
Involvement of young people School Sport Canada (SSC)

Although there is no program that directly targets the participation As the biggest, structured sport organization in the country, the
of young people in sports, there are some initiatives that indirectly School Sport Canada reaches more than 750,000 students, 52,000
serve this purpose. volunteer PE teachers and 3,200 schools.
As mentioned earlier, Canada has the most ice hockey rinks in the SSC has numerous member provinces and territories, where it
world; most of them are free for public use. The youth development operates individual offices. The organization mainly serves as a
in ice hockey thus is well equipped with adequate facilities. representative lobby group for school sports, but also has an
important role in organizing interscholastic sport events and
Education in Canada is a provincial jurisdiction, meaning that
competitions in Canada.
primary and secondary schools receive funding from the provincial
governments. Physical education programs and school sports
are therefore not financed by an overarching, federal program.
It is up to the municipalities to provide sporting opportunities for
young people. There is not much collaboration between provincial
or national sport federations to organize programs.
Canada Games
The Canada Games is a multi-sport competition held biannually,
which was launched in 1967. It has a Winter and Summer Games
edition.
All participating athletes are amateurs. Over the years the Games
has established itself as the most important developmental
event for young athletes between the age of 15 and 17. Teams
are selected on a provincial basis. The events generally take place
at community sport facilities.
Many ot the Canadian superstars of today has gone through this
system, for example Sydney Crosby (ice hockey) or Steve Nash
(basketball)
The competition is overseen and managed by the Canada Games
Council, which supports the hosting cities in technical,
organizational planning, marketing and sponsorship issues.
Canada
Key takeaways
Population: Elite sport assessment system Large number of sport facilities

35 200 000 The Own the Podium initiative decides the amount of Both the general public and elite athletes have sufficient
funding an Olympic sport federation receives. The means to exercise and train. Canada has the most indoor
assessment is based on performance potential and many and outdoor ice hockey rinks in the world, the majority of
variables are taken into account. them is for public use.
Sport participation rate:
A mechanism called Sport Funding and Accountability Hosting of major events, such as the Winter Olympics
34% Framework holds the federations accountable for the use (Vancouver, 2010) and the Pan American Games
of funds they receive from the program. (Toronto, 2015) helped the development and
maintenance of elite sport training centers and facilities.
The financing of the federations is used to cover
Funding for elite sport: numerous costs ranging from training, management,
CAD 90 million (per year) medical and other expert services.
Funding for leisure sport:

Cooperation between different levels of government Youth competition opportunities
CAD 150 million (per year)
In Canada the federal, regional and municipal authorities Although there is no detailed youth sport policy in the
all have a say in the development of the sport sector. country, there are some notable initiatives.
Their jurisdictions and responsibilities are not always For example, the Canada Games, a multi-sport event
clear, but they have created some overarching systems taking place every two years, pitches teams of young,
and frameworks that help coordinating their efforts. amateur athletes against each other. The groups of
athletes are chosen on a regional basis.
The most notable among these is the Canadian Sport
Policy which sets the basic principles of The competition gives valuable experience for the
intergovernmental cooperation. participants. Many of them later become professionals
and represent Canada at the highest sporting levels.
United Kingdom
Introduction to sport in the UK Highlights of the UK sport scene

The United Kingdom has a developed economy in terms of both nominal Population of the United Kingdom 62,641,000
and per capita GDP. London has hosted the Summer Olympic Games
three times, more than any other city. The modern version of many People active in sport1 32,500,000
sports have developed out of the UK, including football, cricket, rugby,
tennis and snooker. Today these sports are still very popular in the Sport participation rate2 52%
country.
In addition to rich sporting past, the UK is one of the most significant National sport federations3 320
players in the international sports scene. Every year the country is home
to many major sporting events, for example the historic tennis Sport clubs2 151,000
tournament in Wimbledon. The Premier League is the top-tier football
competition in England, which generates world-wide interest. Sport club members2 12,380,000
Following disappointing Olympic displays in the 1980s and the 1990s,
the governance and funding system of sport in the UK went through Olympic sports receiving government
19
significant changes. UK Sport was established and other organizations funding
saw their roles becoming clearly defined.
Source: KPMG Analysis; Sports Club Survey (2013)
At the same time, with the advent of the National Lottery, unprecedented Note: (1) who takes part at least once a month
Eurobarometer survey (2009)
amounts of funding were made available for sport. (2) Ranked 12th out of the 27 EU member countries
(3) including every home nation (Scotland, Wales, Northern Ireland
The first real test of the new system came in 2002, when Manchester and England),
hosted the Commonwealth Games. The newly reorganized institutions Sport and Recreation Alliance Website
proved that they could cooperate and ensure the success of a major
sporting event. The winning bid in 2005 to host the 2012 Olympics also
significantly helped the development of British sport life.
Our assessment of sports in the UK covers the following topics:
The governance structure and main institutions
Major reforms in the UK sport system
The funding structure
Elite sport success
Public sport participation in the UK
United Kingdom
The governance structure and main institutions (1/5)
Community sport Elite sport

The majority of the
organizations active in British
sport have a clear mandate;
they either focus on
IOC
community sport participation UK Government
or elite sports. Naturally, the
government through its
connections is involved in N. Irish Scottish Welsh
government government government British Olympic Sport and
both aspects. Department of
Association Recreation
Culture, Media
Alliance
and Sport
The two institutions with the
largest influence are Sport
England (promoting and
supporting public sport Sport Sport Sport Sport UK Sport Sport
N. Ireland Scotland Wales England federations
participation in England) and
UK Sport (allocating funds to
and reviewing the operation of
sport federations).
County sports
Partnerships
Sport clubs
Sport clubs

United Kingdom
The two pillars of sport in the UK Home Nation Sport Councils

These national organizations are tasked with promoting sport
The development and funding of elite sports is the sole participation among the general public. Every home nation has its
responsibility of UK Sport, which is sponsored by the Department own council competent in their area. These are:
for Culture, Media and Sport, an institution controlled by the
government of the UK. Sport England (English Sports Council)
Sport Northern Ireland (Northern Irish Sports Council)
The allocation of responsibilities is different in community sport. Sport Scotland (Scottish Sports council)
The UK consists of four home nations, England, Northern Ireland, Sport Wales (Welsh Sports Council)
Scotland and Wales, each with its own government (Englands is They are affiliated with their corresponding governments, for
the common UK government). In this setting certain issues example Sport Northern Ireland is under the Department of Culture,
(including sports) are qualified as devolved matters for which home Arts and Leisure, which is part of the Northern Irish government.
nation governments are responsible. Community sport tasks are
the responsibility of sport councils in each home nation. The largest The councils are responsible for working out the details of
council is Sport England, both in terms of size, budget and government policies and they are also responsible for allocating
influence over community sport policies in England. funds between community sports projects aimed at increasing
participation. Funding ends up in the hands of local sports clubs
Department for Culture Media and Sport (DCMS) who can put it to use to improve local facilities and access to sport.
The DCMS is responsible for a wide range of issues, including Councils operate in close cooperation with sport federations
tourism, media and the national lottery. The Secretary of State for (national governing bodies - NGBs). They also play an important
Culture, Media and Sport is responsible for the department. role in talent development by identifying potential early on, and
The DCMS oversees and funds the two important sports providing them with sufficient sporting opportunities. In this sense
organizations, namely UK Sport and Sport England, and also councils provide access for young people to become elite athletes.
plays an important coordinating role between them, in order to Because of this, they work in partnership with UK Sport (the
make the overall operation of the sport system more effective. organization for elite sports) to make sure their goals and
investments are aligned.
The DCMS can set out policies for both the community and the elite
sport sector, for example to increase the number of people playing A good example of council projects is the Active Places' website by
sports, or making elite (Olympic) sports more successful. However, Sport England, which is designed to help the public find sports
it should also be noted, that the DCMS is involved only indirectly in facilities anywhere in England. Searching can be through an
the realization of these goals though the bodies mentioned interactive map to discover more information about public facilities.
previously. The exact allocation of funding between projects or
sport federations is not the role of the DCMS.
In addition to these general tasks, the department supports the
bidding process for major sport events, protects UKs sporting
interest abroad.
The DCMS is also the lead government body regarding the legacy
of the London 2012 Olympics. The Government Olympic
Executive is a unit within the department which was focused on the
preparation for the Games and since then they are responsible for
the management of the legacy of the Olympics.
United Kingdom
Community sport in England Example of CSP activity The Copeland Physical Activity Project
Compared to other home nations, England has the most extensive
community sport system, therefore this part of the case study The North Country Leisure organization, which operates in the
concentrates on their example. Borough of Copeland, successfully applied for a GBP 91,800
investment from Sport England in 2013. This amount, which comes
County Sports Partnerships (CSPs) from the National Lottery, was complemented with support from local
These networks comprise of local agencies active in the sport life partners.
of given region. Authorities, schools, sport federations, community
sport networks and other agencies work together to develop sporting The programme builds on a pilot project and provides fitness and
opportunities for the local population. For example, in England there exercise sessions in Cleator Moor (a small town in Copeland) for
are around 49 different CSPs,, covering almost the whole country. adults and children of all ages.
Sport England contracts these partnerships to carry out the actions
of the overall community sport plan at the regional level. For
example, the goal to increase sport participation in England is
achieved through the diligent work of these CSPs.
School Sports Partnerships (SSPs)
Numerous schools have formed partnerships on a voluntary basis in
order to work together in creating sporting opportunities of young
people. These are usually led by a partnership development
manager with sport coordinators at participating schools.
In 2010, the government decided to cut two-thirds of the budget
available for SSPs through Sport England, which resulted in a drop
in the number of active partnerships. There are now around 200
school sports partnerships in England instead of 400.
To make up for this setback, another, complementary, programme
was launched in 2013 with the aim to distribute funds directly to
schools. Currently GBP 150 million is set aside for school sports
every year between 2015 and 2020. The funding comes from the
Department of Education and the DCMS. A average primary school
with 250 pupils receive a yearly lump sum of GBP 10,000.
The school headmasters are free to decide how they use the money
to improve the quality of physical education in schools. For example,
they can hire specialist coaches and sport teachers. National
sport federations also offer coaching and skill development
programmes. The schools are held accountable for how they spend
the funding by Ofsted, an inspectorate body
United Kingdom
UK Sport
UK Sport (UKS) was set up in 1997 by Royal Charter as a non-
departmental body of the DCMS; since then it has established itself
as an organization of vital importance in the UK sport system.
With no responsibilities towards community or grassroots sport,
UKS concentrates only on elite (Olympic) sports. The overall
budget of UKS increased significantly in recent years, from
GBP 30 million in 2005 to the current amount of 127 million,
consisting of:
Exchequer funds directly through DCMS GBP 40 million Core responsibilities of UK Sport
National Lottery funds GBP 87 million
UKS is managed and overseen by the UK Sport Board which Effectively invest in
includes representatives from the four home nations along with
Olympic and Paralympic
independent members. UKS being the most important organization
in elite sports policy, it is essential that every home nation has a sports
say in its operation.
The organization acts as the strategic lead body for elite sports
through allocating funds between Olympic and Paralympic sports. Develop a supportive
This is achieved through the World class Performance Programme, background for elite
for which the No Compromise policy is used as a guideline. As a sports through
result, only federations of sports with realistic chance of success partnerships
receive funding from UKS. (More details on page 11).
UKS works in partnership with numerous institutions to provide elite
athletes with the necessary support for Olympic preparation. These
services include high quality training opportunities, coaching , and Bring major,
sport performance research. international sporting
events to the UK
Through the Gold Event Series programme running from 2013 to
2019, UKS helps sport federations (NGBs) in bidding for and
hosting international sporting events in the United Kingdom.
Finally, UKS supports federations in building relationships with Aid the international
their international partners and other regulatory bodies. This is sporting representation
aimed to represent British interest on the international scene,
of the UK
It should be noted that Sport Scotland, Sport Northern Ireland and
Sport Wales complement the work of UKS in their corresponding
home nations through coordinating the support of their own elite
athletes.
United Kingdom
Umbrella organizations of sport federations

British Olympic Association (BOA)
Unlike many other countries, the Olympic Committees of the UK plays
less significant role in policy-making and elite sports funding decisions.
The main task is to help athletes in preparing for the Olympics by
implementing programs, but it should be noted that direct funding of
Olympic sport federations and athletes is the responsibility of UK Sport.
The BOA represents the Olympic movement in the country and organizes
the participation of UK athletes at the Games.
The sport federations of Olympic sports are customary members of the
BOA, which is independent from the government.
Every Olympic sport can send a representative to the BOA. Six people
from the representatives are elected to the Board, which oversees the
decision-making process of organization.
Sport and Recreation Alliance (SRA)

This umbrella organization serves to bring together the interests of the
Services provided by SRA for sport federations and clubs
sport federations. Currently it represents the views of and speaks on
behalf of its more than 320 members. This number includes even major Category Examples
federations, like the Football Association or the Rugby Football Union.
Through its members, the SRA represents more than 150,000 clubs and Annual event where chair and executives of
8 million regular sport participants (club members). Leadership Convention sport and recreation can get together and
The SRA is strictly independent from the government and political discuss the biggest issues.
parties. Their aim is to ensure that sport and recreation remains to be Training and networking Workshops, seminars etc.
high on the political agenda in the UK. They essentially campaign on
issues affecting sports in general (e.g. Olympic legacy, regulations, Wide range of resources to help members
access to facilities etc.). Governance advice
improve their governance structures.
Members are divided into five different divisions based on their common
Access to approved commercial partners, HR
characteristics: 1. Games and Sports 2. Major Spectator Sports, 3.
Business support and payroll shared services and a free
Movement and Dance 4. Outdoor Pursuits 5.Water Recreation. This
business support helpline.
setup covers every type of physical activity.
Daily news summary, publication of research
Information
findings etc.
Source: Sport and Recreation Alliance Website Who We Are
United Kingdom
Major reforms in the UK sport system (1/2)
The reorganizing efforts of Restructuring in the 1990s Developments of the 2000s

the 1990s significantly As a result of the disappointing performances at the Olympics of the Exact, well-defined goals were set by the early 2000s, by which the
improved the governance 1980s and 1990s, the UK sport system went through a series of success of the system could be judged. The most important ones
reforms, which brought substantial changes in the structure of both aimed to improve the medal tally of the British Olympic Team and to
structure of British sport. funding and governance. win the bid for hosting the 2012 Olympics. The communication of
Reallocating tasks resulted these goals to the public was well-organized and this lent credibility
Governance: prior to the 1990s, the now defunct Sports Council was
in each organization being responsible for almost every aspect of sport in the country. In 1994 it to the whole British sport policy. The organizations built a unified
was decided that the system should be revised. The United Kingdom narrative around the sport policies at every level, resulting in that they
able to focus their
Sports Council was formed in 1997, which was later renamed to UK communicated in the same way.
resources on a well-defined
Sport. As mentioned earlier, this organization had a clear mandate to The Commonwealth Games in 2002, hosted in Manchester, were the
field of sport policy. concentrate only on elite (Olympic and Paralympic) sports. first event that required the extensive collaboration of the newly
Another important part of the restructuring was that tasks and restructured organizations. The successful hosting proved that the
The fine tuning of the system was functional and the stakeholders couldwork together. It was
responsibilities for community and grassroots sports were completely
system has continued also a catalyst for later hosting bids, for example the 2012 Olympics,
transferred to the Home Nation Sport Councils (Sport Wales, Sport
throughout the past decade, Scotland etc.) between 1997 and 2000. Today they are the most which were awarded to London in 2005 and the 2014 Commonwealth
important actors in the field of mass-participation sports in their Games in Glasgow.
as the responsibilities of UK
respective countries. The sport councils and UKS experienced additional changes during
sport and the home nation
Funding: the National Lottery was launched in 1994 when the UK the 2000s, but on a much smaller scale. Actions mostly aimed to
sport councils became more further streamline the system. Sport England was significantly
government granted license for its operation to Camelot Group, a
clearly defined. private company. Some part of the revenues was designated for downsized between by 2006, when their responsibilities became
investments in both community and elite sports. All of a sudden the UK clearer. In 2009 the Regional Sports Boards was disbanded, making
The preparation for the sport system gained access to substantial funding, which they lacked the decision-making process of Sport England more centralized.
London Olympics resulted in during the previous decades. The London Olympics
larger contribution from to Meanwhile, the plan was to cut back on the number of sport disciplines UK Sport established a strategic alliance with the London organizing
government and the private receiving government funding and increase the budget for the committee, and the BOA in order to launch the first-ever UK
remaining ones. After 1997 number of sports funded by the fundraising programme for elite athletes. It was called Team 2012 and
sector for elite sports.
government or the Lottery decreased from 110 to less than 30, provided a third stream of private sector income alongside National
enabling the more effective use of financing. Lottery and Government funding. As mentioned earlier, the budget of
In addition to reforms in funding and governance responsibilities, UKS was increased to support the preparation of British athletes for
positive changes started in other fields, too. The UK sport system the 2008 and 2012 Games.
lacked the proper sporting infrastructure, however this significantly The success of sports at the Olympics and other competitions made
improved after increased efforts by policymakers to channel funds for them more popular and enabled the public to emotionally connect
infrastructure development. with them. This process was also encouraged by the active
participation of athletes and clubs in promoting sports off the field.

United Kingdom
Major reforms in the UK sport system (2/2)
The rebranding of the Olympic Team

After the 1996 Olympics, the British Olympic Association (BOA)
decided to create a strong brand for the Olympic team, which could
help create a team feeling among athletes and supporters alike
and could be instantly recognizable.
The BOA finally introduced the Team GB brand in 1999 and
since then it has been the official name for the Great Britain and
Northern Ireland Olympic team. It is also a registered trademark of
the BOA, which often uses the name to identify itself. The reception
of the brand was generally positive, but there were some who said
the Team GB name virtually excludes Northern Ireland, and
therefore the name should be Team UK.
During the build-up to the London Olympics, the brand proved to be
a useful tool to make the British population more interested in the
Games. The BOA came up with the Our Greatest Team
campaign to create and identity for Team GB. They enlisted 27
ambassadors, including members of the Royal Family, who
promoted the team. Further promotion concentrated on social
networks (Facebook, Twitter etc.), because of limited funds (the
BOA is not financed by the government).
The campaign was very effective and successful, interest in Team
GB rose measurably. Commercial sponsors, companies such as
Cadbury and BMW also used 'The Greatest Team' in their
communications. An example of commercial use of the Team GB Brand Cadbury
United Kingdom
The funding structure (1/4)
The funding of most British

UK Government
sport organizations is largely
dependent on contributions
from the government, either
directly (Exchequer funds and
Department of
home nation budgets) or National Culture, Media British Olympic
indirectly (National Lottery, Home nation governments
Lottery and Sport Association
which is licensed by the UK
government).
However, financing from

corporate sources, for example Home nation sport
Sport England UK Sport
councils
Corporate sector
sponsorship deals and private
fundraising plays an important
role at many levels.
County Sports Sport

Partnerships federations
Sport clubs (elite and community sports alike)

United Kingdom
Corporate partners Direct government funding
The 2000s saw an increase in funding coming from the private The UK government earmarks significant Exchequer funds in its
sector as more companies wanted to be associated with the yearly budget for sport purposes, During the Rio Olympic cycle
London Olympics and the British team. Through the initiative (2012-2016) UKS receives GBP 40 million every year from
called Team 2012 more than GBP 18 million were raised for this source. Exchequer money is also used to finance
the Olympic preparation of athletes between 2009 and 2012. In community sport projects through Sport England and other
the final 100 days leading up to the Games, another GBP sport councils. From 2009 until December 2013, Sport England
750,000 was distributed. distributed more than GBP 430 million for community sport.
The Team 2012 programme was jointly launched by UKS, and Primary and secondary schools will receive GBP 150 million
BOA and was sponsored by Visa, a financial services company. each year from the DCMS and the Department for Education to
The funds were used to cover the costs of coaches, medical improve the quality of school sports.
support, training camps, international travel, equipment and
The amount of direct government funding was negligible for
facilities. More than 1200 elite athletes from 47 sports received
long decades, but during preparation for the London Olympics it
this type of financial backing.
increased significantly. In exchange, Team GB athletes
The British Olympic Association and the British Paralympic funded by the government are asked to promote school sports
Association relies on private sponsorships and donations. five days a year, free of charge.
UK sport
system
Indirect government funding: National Lottery
The National Lottery, which started in 1994, provides an indirect form of funding for sport in the UK. Through the Good
Causes programme Lottery money is given out by twelve independent organizations, each with specialist knowledge of
their sectors. Five of them are related to sports (UKS and the four home nation sport councils).
Sport federations, clubs and even individuals can apply for grants. Funds are used for both the elite and community
sport projects. Olympic federations are financed by the UKS (receiving GBP 87 million of its yearly budget from the
Lottery) using this source, while community sport facilities are developed by grants provided by Sport England and
others. From 2009 until December 2013, Sport England distributed more than GBP 920 million for community sport.
In the year ending 31 March 2013, 28% of total National Lottery revenue was returned to the Good Causes. 20% of the
contribution went for sports (GBP 360 million). As a special project, GBP 2.2 billion was used to stage the Olympics.
United Kingdom
World Class Performance Programme

Home Nation Institutes of Sport
As mentioned before, the main role of UKS is to finance elite sports Every home nation has its own Institute of Sport, which were set
to maximize the performance of UK athletes Shorty after it was up during the late 1990s, as a part of the reforms of the period.
established in 1997, the World Class Performance Programme English Institute of Sport (EIS)
(WCPP) was launched, which is the most important funding source Sport Institute Northern Ireland (SINI)
for sport federations. UKS invest only in federations of Olympic Sportscotland Institute of Sport (SIS)
Welsh Institute of Sport (WIS)
and Paralympic sports that have a good chance to succeed at the
Games. Performance is thus measured by the number of medals Their core function is to provide expert services to Olympic,
won. Paralympic and a range of other sports (e.g. Premier League
football, Premiership rugby etc.). These services include
Sport federations are required to devise their own innovative sport medicine, sport science solutions aimed to
programmes, the UKS only supports those with a detailed plan set increase the performance of the athletes.
out already. Their governance structure and operation is closely Over the previous Olympic cycle (2008-2012), the EIS delivered
scrutinized in order to ensure that WCPP funds are channeled to more than 4,000 hours of medical and science support to over
1,500 Olympic and Paralympic athletes every week. Sport
the right places. Federations are accountable for the delivery of federations that receive funding from the UKS through the World
their programmes. Class Performance Programme are able to pay for the services of
the four Institutes of Sport.
Currently there are two levels of funding available for federations
and their athletes: The funding year for the WCPP runs from 1 December to the end of
Podium: the highest level of funding, which is awarded to November.
sports that are deemed capable of winning medals at the Reviews by UKS are conducted annually when the performance
Olympics and/or gold medal at the Paralympics within four of the federations is measured against agreed milestones. In case
years (Paralympic silver and bronze medal prospects do not they under or over-perform, it is possible to realign the amount of
count). investment, meaning that the level of UKS support can fluctuate or
Podium Potential: sports with the potential to compete for even completely diminish during an Olympic cycle for a given sport.
medals at the next Olympics or Paralympics.
UKS realizes that it can take a long time for talent to fulfill potential.
With that in mind, the WCPP is seen as a long-term investment.
In addition to WCPP funds, sport federations are required to
finance a minimum percentage of their sport budgets from their own
income channels (e.g. sponsorships, membership fees).
Federations use the contribution from the UKS to either fund their
athletes directly or pay for the back-up services they require (see
Home Nation Institutes of Sport box).
United Kingdom
Individual funding for athletes Sports with the largest contribution from UKS through the World Class
Performance Programme (ranked by Rio 2016 funding, in GBP million)
Athlete Personal Award (APA)
Sport London 2012 Rio 2016 Change
Beside the WCPP, the Athlete Personal Award is another important
funding channel for elite athletes. It serves as a contribution 1 Rowing 27,3 32,6 +19,4%
towards personal living and sporting costs and is paid directly to
them. 2 Cycling 26,0 30,6 +17,7%
Individuals has to apply at the UK Sport for APA financing through 3 Athletics 25,1 26,8 +6,8%
an application form. The amount awarded depends on the athletes
performance category (Podium and Development) and any other 4 Sailing 22,9 25,5 +11,4%
income they receive.
The average APA payment to athletes on the Podium level in 2013 5 Swimming 25,1 20.8 -17,1%
was around 18,500 per annum, the average figure for
Development level athletes was 7,500. 6 Canoeing 16,2 20,0 +23,5%
7 Equestrian 13,4 18.0 +34,3%

Sportsaid
As part of private financing, Sportsaid, a charity fund established in 8 Field hockey 15,0 16,1 +7,3%
1976, aims to support young talent between the age of 12 and 18,
9 Gymnastics 10,8 14,6 +35,2%
who train in one of the Olympic or Paralympic sports on an amateur
basis but have potential to become successful in the future. 10 Boxing 9,6 13,8 +43,8%
This project relies on fund raising from the corporate sector and 11 Taekwando 4,8 8,1 +68,8%
private individuals.
12 Triathlon 5,3 7,5 +41,5%
Other forms of athlete financing
13 Diving 6,5 7,5 +15,4%
Financing is also channeled to professional sportsmen from
private sponsorship deals. 14 Judo 7,5 7,4 -1,3%
These funds either flow through the sport federations and 15 Pentathlon 6,3 7,0 +11,1%
sports clubs, or are directly signed between the sportsmen and
Source: UK Sport Website and BBC.co.uk
the sponsoring companies on a one-by-one basis.
For example, Chris Hoy, a cyclist received USD 1,5 million in Note: four sports lost the financial support of UKS after the London
Olympics, because of below par performances, meaning that they will
2012 from the likes of Adidas, Harrods and Kelloggs.
have to completely rely on private funds. These were: basketball,
synchronized swimming, water polo, weightlifting.
United Kingdom
Elite sports success
The United Kingdoms Olympic history Most successful Olympic sports

The UK was among the nations that participated in the first Summer Sport Gold Silver Bronze Total
Games of the modern age in 1896. They have competed at every
Summer and Winter Olympics since then. 1 Athletics 53 79 62 194
The countrys capital, London has welcomed athletes from all around 2 Rowing 28 22 13 63
the world as the host of the Games three times (1908, 1948 and
2012). The most recent occasion proved to be the most successful 3 Cycling 26 26 23 75
for Team GB since 1908; their athletes won 29 gold, 17 silver and 29
bronze medals and finished third in the overall medal table. 4 Sailing 25 18 11 54
During the first half of the 20th century the British were among the
top sporting nations. The following decades saw them constantly 5 Tennis 17 15 12 44
lagging behind the likes of the United States, the Soviet Union, and
even Germany, Italy and France. The worst performance came in 6 Boxing 17 12 24 53
1996 with a 36th position at the medal table.
7 Swimming 15 23 30 67
The restructuring of elite sports funding dramatically turned trends
around and the government and UK Sports aim is to maintain the 8 Shooting 13 15 16 44
good results at the Rio Olympics in 2016.
9 Equestrian 9 10 13 32
The red line below signals the period when the reforms of the British
elite sport system were initiated.
10 Figure skating 5 3 7 15
Source. Olympic.Org
35
29 Gold Silver Bronze
25
19 19
20 17
15
15 13
12 12
11
10
9 9
10 8
7
6
5 2 2
5 3 1 1 1 1 1 1 1
1
0 0 0 0 0 0 0 0 0
0
1992 2000 2012 1994 1998 City 2002 2010
Source. Olympic.Org Source. Olympic.Org
United Kingdom
Public sport participation in the UK
Statistics and findings The strategy of Sport England

According to the latest physical activity related Eurobarometer The current strategy regarding public sport participation in England
survey carried out in 2009, around 52% of the UK population took (not including other home nations) runs from 2012 until 2017 and
part in sports at least once a month, which was slightly better sets out ambitious goals for Sport England. The most important are
than the average 46% rate across the 27 EU countries. the following:
In comparison, 46% of the population participated in sports at least Invest GBP 500 million in 46 sport federations to help them
monthly in 1996, just before the year when the sport reforms were increase the number of people who play their sports below
launched. the elite level. This investment, coming from National Lottery
The Statistics on Obesity, Physical Activity and Diet survey found and Exchequer funds, also aims to support talent
that 15.5 million adults participated in sport at least once a week development.
(30 minutes of exercise) in 2011/12. It also said that 77% of school Provide every secondary school in England with a direct link
children (aged 5-15 years) had taken part in competitive sport in to one or more sports. Help them set up facilities for local
school during the same period. This survey was commissioned by community use.
The Health and Social Care Information Centre.
Invest GBP 265 million in sport facilities across England.
A recent analysis by Sport England compares statistics on sports
participation between 2005/06 and 2012/2013. The figures cover Invest GBP 10 million in sport projects for disabled people.
only England and show that:
Engage 2,000 young people on the margins of the society
15.5 million adults (16+) played sport at least once a week in through giving them sporting opportunities
2013 in England. Thats 1.5 million more than in 2005/6.
Over 900,000 14-15 year olds played sport at least weekly Number of adults taking part in sports in England by frequency
17.4% of all adults took part in at least three sport sessions a
20 18,3
week up from 15.5% in 2005/6 16,8
15,5
However, 52% of adults did not play any sport in 2013. 16 13,9
The Summer Olympic Games held in London in 2012 significantly 12 10,9

9,4
increased the number of people playing sports at least once a
7,5
week (by 750,000). It remains to be seen whether this effect will 8 6,3
prove to be permanent.
4
Cycling was the one of the sport which seen a large rise in its
popularity after the recent Games. The Olympic Cycling Effect
0
report by Alexander Grous says that 52% of the respondents to a
2005/6 2012/13
specific survey were motivated to cycle after the inspiring
achievements of the Team GB cycling team at London 2012 (8 At least monthly At least weekly
gold, 2 silver and 2 bronze medals). According to the same report, At least twice a week At least three times a week
British Cycling estimated that participation in cycling has increased
by 20% since the Beijing Games in 2008. Source: Sport England Active People survey 7 (2013)
United Kingdom
Key takeaways
Population: Effective restructuring Brutal elite sport redistribution system

62 600 000 During the 1990s the sport structure of the United Sport federations are assessed by their Olympic
Kingdom experienced major changes that were long performance and funds are given to those with the
overdue. highest chance of success.
Sport participation rate: New organizations were established and existing ones Failure to reach the pre-set goals can easily result in the
were reorganized. The entire responsibility for the complete withdrawal of funds. The opposite is also true,
52% development of Olympic sports was transferred to UK meaning that Olympic sports can increase their share of
Sport, while the tasks regarding sport for all were public funds with sustained good performances.
overtaken by new authorities in each home nation.
The system is described as unrelenting by its critics, but
Sport club members: As a result, both elite and community sport has an so far it has deemed to be successful and effective.
12 380 000 authority focusing entirely on them.
Funding for elite sport:

Stable funding channel for the sport sector Rebranding of the Olympic team
GBP 130 million (per year)
The organisational restructuring would not have been so In order to improve the visibility of the national team the
successful if it was not complemented with a new British Olympic Association initiated a rebranding project
revenue source for sports, the proceeds of the national during the late 1990s.
Funding for leisure sport: lottery.
They came up with the Team GB brand which has since
GBP 400 million (per year) Among all supported areas, the main beneficiary of the become the semi-official name of the Association itself.
redistribution of lottery profits is (elite and community)
The new brand is consciously used in the communication
sport.
of the Olympic team and also provides an ideal promotion
Olympic federations, national teams, local sport clubs and vehicle for the corporate partners and sponsors of British
facilities receive the major part of their funding from this sport, such as Cadbury and BMW.
source.
Netherlands
The Netherlands achieved Main attributes of Dutch sport Highlights of the Dutch sport scene
remarkable results in sports, With an estimated population of 16.8 million and an area of 41,543 Population of the Netherlands 16,770,000
both in terms of professional km2, the Netherlands is a relatively small country. However, the
country is one of the most developed economies in Europe, based on Sport participation rate (1)
sport success and leisure 64%
per capita GDP.
sport participation. The National sport federations 76
Sport plays an important role in the everyday life of Dutch people:
country consistently finish sport participation rates of the general public have been on the rise for
among the top 20 nations of decades. Based on the Eurobarometer survey conducted by the Sport clubs 27,700
European Commission in 2009, the Netherlands was among the top5
the Summer Olympics medal
countries in Europe in terms of leisure sport participation (64% of the Sport club members 5,700,000
table, while around 64% of population played sports or did physical exercise at least once a
the population participates month), while close to 30% of the population was a member of a sport Elite athletes 4,600
club in 2013.
in leisure sports at least on a
The structure of sport and clubs has been historically organized by Elite coaches 26,000
monthly basis, which is well
the voluntary sector, without direct control from the central
above the average of the government. This non-governmental sector retains its central role in Commercial sport providers (2) 5,000
European Union (46%). Dutch sports to this day; the most important stakeholders and
policymakers are independent from the government. Source: NOC*NSF Official Website; KPMG Analysis
Note: (1) % who takes part at least once a month
However, in recent years the government has a more significant role (2) Fitness centers, sport schools etc.
An important characteristic in the preparation of sport policies and coordination of other

organizations of their implementation.
of Dutch sports structure is
its bottom-up organization:
the professional sport
Our assessment of sports in the Netherlands covers the following topics:
success of the country is
driven by a solid leisure Governance structure and main institutions
sport base and a strong Funding structure
sport culture. Elite sport success
Infrastructure and talent development supporting elite sports
Leisure sport success
Sport Agenda 2016
Netherlands
The Dutch sport governance Summary of the governance structure of Dutch sport
system experienced a major
structural change in 1993, International Olympic
Government
when the NOC*NSF was Committee
established by the merger of
two organizations.
NOC*NSF
The most important Ministry of Health,
(Netherlands Olympic
developments of the past Provinces
Committee * Netherlands Welfare and Sport
two decades were mainly Sport Federations)
about changes in policy and
Corporate sector
the role of the government.
Sport
Federations
Sport Department Municipalities
Sport clubs
Administrative relations
Club membership Source: KPMG Analysis
Netherlands
NOC*NSF
The Netherlands Olympic Committee (NOC) was founded in 1912 and
included the federations of Olympic sports with the aim to comply
with international regulations.
Traditionally, many sport clubs and thus federations were organized Main objectives of the NOC*NSF
on a religious basis (Protestant, Catholic etc.) in the Netherlands
However, the International Olympic Committee (IOC) allowed only the
official federations of Olympic sports to join the NOC, while non-
Olympic and religious sport federations formed the Netherlands Sport Increase sport
Confederations (NSF) in 1959. The level of cooperation was high participation of the
between the two organizations, which eventually led to the merger of general public
the two bodies in 1993 through the foundation of NOC*NSF, the
biggest structural reform in Dutch sport in the recent decades.
Since its foundation the NOC*NSF has been the umbrella
organization of Dutch sport: it functions as the most important body of
the Dutch sport governance system and also fulfills the duties of the Achieve better results
National Olympic Committee. NOC*NSF represents both elite and
grassroots sport and operates independently from the government.
in elite sports
The organization serves as the hub for sport financing at the national (especially Olympics)
level.
The NOC*NSF has 95 members, which can be divided into four
categories: 76 national sport federations, 15 Dutch sport organizations
(e.g. Netherlands University Sports Foundation), three honorary
members and one Dutch IOC member. Serve as a centre for
The NOC*NSF takes part actively in sport strategy making; the latest sports expertise
national strategic plan of Dutch sport, the Sport Agenda 2016, was
launched by NOC*NSF in early 2012, after consultations with the
government (refer to page 14 for more details).
NOC*NSFs most important policy is that elite sports and grassroots
sports can not improve without the other, ensuring that the two fields Represent the Dutch
both receive the required funding and attention.
sport at national and
In addition to its own core activities, the NOC*NSF supports specific
areas of sports as well. For example, in close collaboration with
international levels
InnoSportNL, NOC*NSF provides scientific background to improve
elite sport performance through delivering focused sport research.
Source: NOC*NSF Official Website
Netherlands
Sport federations and sport clubs

There are 76 sport federations in the Netherlands overseen by the Measuring popularity by the total number of club members of a given
NOC*NSF. Each sport federation represents and coordinates one sport, football is leading the rank with overall membership over 1.1
specific sport, including the allocation of funds, the organization of million registered players.
domestic competitions and the preparation of sport specific policies,
The percentage of Dutch people participating in sport (not
amongst others.
necessarily as a club member) has been constantly rising. The
Sport clubs, important building blocs of the whole sports system, number of people joining clubs rose by 1% between 1983 and 2007,
are members of their corresponding national sports federation. They while general sport participation grew by 12% during the same
are mostly run and financed on a voluntary basis. Around 1,5 million period.
volunteers and only 13000 paid employees are involved in the day-
to-day management of sport clubs. Top 5 sports played by number of registered members (in 000)
Apart from professional clubs competing in elite leagues, there are No. of regsitered
more than 27,000 sport clubs operating in the country, Sport Federation members
accommodating over 5.7 million members. These clubs are the most
important pillars in creating sporting opportunities for the public. 1983 2007
Their size in terms of membership usually ranges from 10 to 1,000
Royal Dutch Football Association (KNVB) 1,059 1,130
members. (It should also be noted that the membership of one
person in multiple clubs might result in duplications). Royal Dutch Lawn Tennis Federation (KNLTB) 556 691
Trends in participation in sport and club membership Dutch Golf Federation (NGF) 15 291
16
Royal Dutch Gymnastics Union (KNGU) 378 280
14
12 Royal Dutch Hockey Federation (KNHB) 117 197
Million people
10
Royal Dutch Equestrian Sports Federation (KNHS) 52 196
8
6 Royal Dutch Ice Skating Federation (KNSB) 133 150
4
Royal Dutch Swimming Federation (KNZB) 158 146
2
0 Dutch Volleyball Federation (NeVoBo) 160 127
1983 1991 1999 2007
Athletics Federation (Atletiekunie) 39 126
Dutch population aged 6-79 years
Source: The Netherlands Institute for Social Research - Sport in the Netherlands [2009]
Participants in sport
Club membership
Netherlands
The role of the government

Notable governmental sport policies of recent years
The state played a relatively less significant role in Dutch sports
until the 1990s: only less significant policies were issued in Year Policy
connection with sports, mainly focusing on its recreational aspects.
The government tried to influence the development of sport during 2006 Immigrant youth sport program
the 1970s, but the recession in the early 1980s stopped this
involvement as welfare budgets were cut. Sport clubs were requested to cooperate in a program
The field of sports once gained importance on government level in to increase sport participation among the immigrant
1994, when the Sport Department was founded within the newly youth. The VWS made grants available for clubs which
established Ministry of Health, Welfare and Sport (VWS). The later worked out the details of the program, resulting in
first long-term policy document was released by the Sport many different successful ways of the implementation.
Department in 1996, called What sport sets in motion,
emphasizing the effect sport has on forming the society. 2007 The Power of Sport
Since its foundation, VWS has set out a number of policies focusing
on a wide range of sports matters, including opportunities for the As part of a large policy program run between 2007 and
immigrant youth, disabled sport and increased sport participation, 2011, the Power of Sport emphasized sports positive
amongst others. Government considers sports as beneficial for effect on society and set out goals in participation rates,
the larger society through spill-over and multiplier effects on disabled sport and youth talent development among
healthcare and overall living conditions. In parallel with increased many others.
government efforts, state budget for sports has also been growing
(refer to page 8 and 9 for more details). Through the program the VWS earmarked EUR 30
million for these issues for 3 years, e.g. EUR 7.5 million
However, the government has no direct control over the
management of the NOC*NSF or other organizations in the was allocated to support sport in community schools. It
voluntary (non-governmental) sport sector. Instead, its main role is also expanded the plan for the NASB (see below).
the cooperation with NOC*NSF and the national sport federations Source: VWS Website and The Power of Sport [2007]
through regular formal and informal interactions. As a result,
government policies serve as guidelines, while NOC*NSF and the
sport federations are relatively free in terms of implementation. As a Netherlands Institute for Sport & Physical Activity (NISB)
general rule, the VWS and the NOC*NSF consult each other in
NISB is an independent organization founded by the VWS.
devising new policies.
As a knowledge institute it strives for a vital society, where
Apart from VWS, other ministries also support sport on a rather ad everybody, young and old, is active in his or her own way.
hoc basis. For example, Netherlands Organisation for Scientific NISB organizes numerous programs aimed at various age
Research (controlled by the Ministry of Education, Culture and groups to encourage them to participate in sports.
Science) allocated close to EUR 10 million for a research
supporting athletes in the development of better performances, as One of the largest programs of NISB is the National Action
well as providing support to people with disabilities and chronic Plan Sport and Physical Activity (NASB), which provides
diseases to gain more opportunities for participation in sports. It funds and advice for local authorities to help people
should also be noted that aspects of this research connected to receive more opportunities for doing sports.
elite sport were developed in collaboration with NOC*NSF.
Netherlands
The role of provinces and municipalities

The administrative system of the Netherlands is divided into 12
provinces, which are further broken down into 408 municipalities.
Provinces are mainly responsible for matters of regional importance.
They fund non-governmental, regional sport councils, which provide
(technical and administrative) assistance to local sport clubs and
organizations.
Historically, municipalities provide the primary background for the
voluntary organization of sports. On average every municipality is the
home for around 67 sport clubs.
As the lowest level of government, municipalities are competent in a
wide range of sport related matters. Practically, they are allowed to
take on any role as long as it is not against the national policy in the
field, which helps them to organize the local sport life.
Most of their budget comes from the national government, the majority
of it is earmarked for specific purposes. In addition to this source,
municipalities can levy their own taxes.
Each year more than EUR 1 billion is spent on sports at municipality
level, mainly for the provision and maintenance of sports facilities for
public use. This process is encouraged and partly funded by the
government (see page 9 for more details).
The number of public sport facilities in the Netherlands is quite high:
while for example Breda has 43 such facilities controlled by the
municipality, 60% of the Dutch population lives within 5 kilometers of
sport facilities, which are usually suitable for practicing numerous
sports.
Apart from the provision of sport infrastructure, municipalities also Bike path in Amsterdam
take part in the organization of the local sport life. They usually take
great pride in their notable achievements, such as the participation
rates surpassing the national average.
Netherlands
The funding structure of Dutch sport (1/4)
Summary of the funding structure of Dutch sport
International
Government
Olympic Committee
NOC*NSF
(Netherlands Olympic Ministry of
Committee * Health, Welfare Provinces
Netherlands Sport and Sport
Federations)
Corporate sector
Sport
Federations
Sport
Municipalities
Department
Sport clubs
Flow of funds
Club membership fees Source: KPMG Analysis
Netherlands
Direct Government Funding Corporate Partners
Since the establishment of the Ministry of Since its foundation, NOC*NSF has established
Health, Welfare and Sport (VWS) in 1994, an strong relations with the private sector:
increasing amount of funding has been corporate partners provide around EUR 10
channeled for sports. In recent years the million each year in various forms of funding.
Partnership contracts usually run for an Olympic
government has contributed EUR 70 million cycle of 4 years. The majority of these funding
each year to the NOC*NSF budget. Half of the partners has strong ties in the Netherlands.
contribution is spent on elite sport; the rest is
allocated to sporting opportunities for the public. There are three categories differentiated by the
These public funds cover the financing of level and type of support:
facilities for elite athletes and coaches, as well
Partners in Sport (e.g. Randstad)
as educational programs for talented athletes. Project Partners (e.g. Heineken)
The government also provides direct funds to Media Partners (e.g. Sanoma)
municipalities, that are earmarked for sports Official suppliers, which are companies who
(e.g. public sport infrastructure development. deliver products and services for the elite sport
The VWS often gives subsidies and grants to sector in the Netherlands, often link their
Dutch Sport products to the Netherlands Olympic Team.
clubs that participate in the implementation of
one its own policies. National sport federations and clubs raise a
large part of their budget from sponsorship
deals, while some of them also profit from the
Lottery Funding sale of television rights.
The gambling organization called LOTTO was

set up in 1961 by the government. Guaranteed
by regulations, most of it proceeds are Membership fees
transferred directly to the NOC*NSF budget (In
recent years this contribution amounted to EUR Revenues through membership fees are the
50 million each year). Since the start of the
LOTTO, over EUR 1.4 billion has been used for most important funding channels for sport
sport purposes in total. clubs, accounting for half of their income.
NOC*NSF controls how these funds are divided This steady flow of membership fees and
between the federations. In general, sports with sponsorship deals negotiated on their own
higher chances of delivering good results at mean that sport clubs and federations are not
international events receive more funds. solely dependent on contributions from
NOC*NSF or the VWS.
Netherlands
Funding figures National and municipal contributions to sport in the Netherlands
The table on the right shows how the Dutch government (in million euros)
gradually increased funding for sport between 1999 and 2010.
National government Municipalities
The majority of the total amount went directly to the
Year
NOC*NSF. For example, around EUR 70 million out of 113 Community Elite Total Total
million was the NOC*NSFs share in 2010.
1999 22,3 5.7 28 855
Sport federations receive funding from the NOC*NSF, based
on their contribution to sport policy goals, not merely on the 2000 45,1 15.9 61 924
size of their membership base. More details in the sport
Agenda 2016 section. 2001 52,6 11.4 64 989
The table also illustrates how the government started to spend 2002 56,2 13.8 70 1062
more and more on elite sport. Currently a third of the Dutch
2003 54,9 18.1 73 1158
governments sport financing serves this purpose.
The remaining part of the national governments sport budget 2004 55,6 18.4 74 1159
went to projects aiming to increase the quality of the local 2005 47,5 19.5 67 1166
sport infrastructure. Municipalities had to pay at least 50% of
the cost of these project, which resulted in an increase in 2006 81,1 37.9 119 1241
municipality spending on sport. Cities and towns also started
to build and develop their facilities on their own, further 2007 75,3 21.7 97 1276
increasing their contribution to community sport. 2008 78,5 26.5 105 1369
2009 77,0 36.0 113 1488
2010 79,6 33.4 113 1499
Source: CBS StatLine
Netherlands
Two notable examples of funding

Individual funding for athletes (the fund was set up in 2001)
Similar to the system in other countries (e.g. the United Kingdom),
the NOC*NSF divides elite athletes into three categories to
determine the amount of funding they receive. The categories are:
A-status: elite athletes who are among the global top 8 of
their respective sport;
B-status: athletes who belong to the global top 16;
HP-status: athletes with extraordinary potential.
In order to be eligible for the backing, they has to comply with

certain regulations and are regularly assessed.
NOC*NSF and VWS jointly finance this program, while the former
carries out the administrative duties.
Holland Heineken House A successful commercial partnership

Established in 1863 in Amsterdam, Heineken NV (one of the largest
companies in the beer industry) is a globally visible brand of the
Netherlands.
In 1992 the Netherlands Olympic Committee (NOC) joined forces
with the firm to establish the Holland Heineken House (HHH) at the
Olympics in Barcelona. Since then the HHH has been ever present
at the Summer and Winter Games (with the exception of 1994).
It serves as a meeting place for Dutch athletes, supporters and the
media, while providing a commercial (advertising) opportunity for
Heineken. The House also acts as the headquarters of NOC*NCF
during the event.
Netherlands
Elite sports success (1/2)
Olympic history of the Netherlands Most succesful Dutch sports by Olympic medals won
The Netherlands did not participate at the first modern Summer
Olympics in 1896, but since then Dutch athletes missed only two Sport Gold Silver Bronze Total
Games (in 1904 and 1956). They have hosted the Games once, in
1928, when it was held in Amsterdam. 1 Speed skating 35 36 35 105
To date the Netherlands has won 266 medals at the Summer 2 Swimming 19 18 19 56
Olympics: 77 gold, 85 silver and 104 bronze medals. This
respectable achievement ranks the country in the 17th position in
the all-time medal count table. Their best ever performance was 3 Cycling 16 16 11 43
recorded in 2000, at the Sydney Olympics.
4 Equestrian 10 10 2 22
When measuring the medal count against the population, the
Netherlands ranks even better, they occupy the 15th place. Their 5 Athletics 6 3 6 15
Population per Medal ratio was 62,901 in 2012.
The Dutch athletes also do relatively well at the Winter Olympics. 6 Rowing 5 11 11 27
The all-time haul of 110 medals rank them as the 12th most
successful nation at the Winter Games. This consists of 37 gold, 38 7 Sailing 5 8 7 20
silver and 35 bronze medals. It should also be noted that 106 of
these 110 medals were won in a single sport, speed skating (sprint 8 Field hockey 5 5 6 16
and short track combined).
Medal count of recent Summer Olympics Medal count of recent Winter Olympics
14
12
Gold Silver Bronze
10
10 9 9 9 9
8 8
8 7 7 7
6 6 6
6 5 5 5 5
4 4 4 4 4 4 4
4 3 3 3 3
2 2 2
2 1 1
0 0
0
1992 2000 2012 1994 1998 City 2002 2010
Netherlands
Elite sports success (2/2)
Sporting succeess of popular team sports

Football Performance of the Dutch national football team
Based on the research carried out by the Netherlands
Association (KNVB) founded 1889
Institute for Social Research, 14% of the population
participated in football in 2007, making it the most widely Official matches played 728
practiced team sport in the country.
Best World Cup record Runners up (3 times)
According to FIFA, the Netherlands has the 6th strongest national
team currently in Europe, while based on the ranking reported by
World Cup appearances 9
UEFA, the Dutch Eredivisie (the top tier of Dutch professional
football) was the 8th strongest league in Europe in late 2013.
Best European Championship record Winner (1988)
Professional Dutch clubs regularly qualify to the most prestigious
European competitions (Champions League, Europa League); European Championship appearances 9
many Dutch footballers are key players in the best European
teams. Ballon DOr winners 3
The key factor of the success of the Dutch football relative to the Source: KPMG Analysis
population of the country is considered to be the world-class youth
development system and coaching/tactical expertise. However, it
should also be noted that based on the information reported by
FIFA, in terms of the number of registered players the Netherlands
is the 5th in Europe.
Field hockey
The Netherlands is among the top performers in field hockey at
international level: the mens national team has won the Olympic
tournament 2 times and the World Cup on 3 occasions, while the
womens team is even more successful with 3 Olympic golds (most
recently at London 2012) and 6 triumphs at the World Cups.
Similar to football, one of the key success factors of the sport is its
large athlete base: field hockey is the second most popular team
sport in the Netherlands, with the number of people who play the
sport in official clubs is estimated to be 200,000.
In addition to the significant number of athletes, the country has
numerous facilities that are excellent for the practice of the sport.
Netherlands
Infrastructure and talent development supporting elite sports
The structure of talent development Elite sports programs

The infrastructure primarily built for elite athletes also has a focus Sport federations are usually independent in setting goals for
on young talent with high potential. themselves, the NOC*NSF provides technical support. The success
of the programs set out by the federations are monitored by
Chaired by the NOC*NSF, the NL Olympic Network unites seven
NOC*NSF through the Topsport Programma Assesment (TPA)
regional networks. These are called Organisatie Olympisc Netwerk
and are assessed against a number of different factors (e.g.
Nederland (ONNL) and operate to reinforce sport federations in
planning and strategy, training, performance, etc.).
their region, nurture talented individuals and support elite athletes
in their preparation. In addition to these programs, there are some nationwide projects,
that overlap sports federations since the 1990s. One of the most
Below the regional level, where the ONNLs operate, there is the
significant projects is the establishment of four Centres for Elite
LOOT foundation, a partnership between secondary schools where
sport and Education (Amsterdam, Heerenveen, Eindhoven and
young talented athletes are supported in combining their education
Arnhem), where athletes can live, train and study at the same
with the sport career.
location.
There are also education programs by sport federations that set out
For example in Arnhem (National Sport Centre Papendal), over 250
the career path for young talent to become elite athletes (the
athletes are given training each day (representing 11 different sport
concept is largely based on the Canadian multi-year Long Term
federations), out of which 100 athletes also live in the Centre.
Athlete Development plan).
In addition to these multi-sport centres, there are five other major
Coaches and experts
elite sports centers, each focusing on one single sport.
The development of the Dutch sport environment has been aided
by the ever growing support from the government since the 1990s;
before that, professional coaches did not have any significant
financial backing.
From the mid 1990s the situation changed: the government started
to finance numerous programs aimed at coaches, which were
executed and coordinated by the NOC*NSF. Two notable programs
of recent years were the Coaches at the Top and Talent Coaches
programs, which provided financial support to 137 coaches by
2010.
In addition, in 2004 the NOC*NSF established a network consisting
of specialists, who are experts in different fields of sport science,
including nutrition, mental support and medical expertise, amongst
others. The network serves as a knowledge centre providing
support to elite athletes in order to develop their sport performance.
Netherlands
Leisure sport success
Public sport participation in the Netherlands

Although sport clubs form the foundation of Dutch sport life, it is
estimated that some one third of people active in sports are not
registered members at any of the clubs: the prevailing trend is that
more and more people choose to pursue sports outside the club
setting.
According to the NOC*NSF, in 2013 around 10 million Dutch
people took part in sports with some regularity, while the number of
club members was around 5.7 million. (It should also be noted that
the membership of one person in multiple clubs might result in
duplications).
The most recent sport related Eurobarometer survey in the field
found that 64% of the population of the Netherlands engaged in
sporting activities at least once every month (monthly participation
is usually labeled as sport participation rate). The same survey
reports that 35% of the population takes part in some kind of sport Top 10 sports practiced by the population
1-2 times a week, which might be considered relatively high as (aged 6-79 years; in %)
compared to other European countries. In addition, around 84% of
the Dutch population participates in physical activities outside of 1999 2007
sports (e.g. dancing, gardening, etc.).
Swimming (33%) Swimming (36%)
Cycling (15%) Cycling (23%)

Participation rates in sport (at least once a year) by age groups Fitness/aerobics (13%) Fitness/aerobics (22%)
100 Walking (11%) Running/jogging (18%)
90
80 6-11 Roller skating (11%) Walking (15%)
70 12-19 Football (10%) Football (14%)
60
20-34
50 Tennis (9%) Tennis (10%)
40 35-49
Running/jogging (8%) Roller skating (7%)
30 50-64
20 65-79 Sailing, Rawing, Canoeing, Sailing, Rawing, Canoeing,
10 Surfing (6%) Surfing (7%)
0
1987 1995 2007 Skating (6%) Skating (6%)
Netherlands
Sport Agenda 2016
Summary of Sport Agenda 2016 Sport Inspires! Raising the sport participation rate
This is the fourth overall sport policy encompassing goals of both The NOC*NSFs strategy to increase participation is based on
the elite and the grassroots, leisure level. It was accepted at the making sports even more accessible and attractive to the general
General Meeting of the NOC*NCF on 24 January 2012 and it runs public and creating a strong demand for regular sporting activities.
until 2016, for a full Olympic cycle.
This goal requires the cooperation of NOC*NSF, local
The Agenda sets out ambitious goals regarding many fields of municipalities and local sport providers (schools, sport clubs etc.) to
sports. In tight cooperation with the VWS and the sport federations, work out efficient programs and projects.
the NOC*NCF aims to achieve significant improvement in terms of
There are specific target groups to the Agenda, like long-term
sport participation and elite sports success.
unemployed, and socially isolated people which require more
Furthermore, the Sport Agenda emphasizes the importance of best attention.
practices and good governance in sports. For example, as a
One of the most ambitious goals of this part of the Agenda is the
condition to overall success, at least 80% of Dutch sport
aim to increase sport participation of people with disabilities by
federations should achieve their sporting and organizational
10%. In order to achieve this, a nationwide network will be
development goals.
established to match sporting possibilities and needs of disabled
people.
Breaking Into the top 10
Main goals of the Agenda
Upon realizing that sporting nations spend more and more on elite
sports, the NOC*NSF worked out a policy plan to make the
Increasing the sport allocation of funds more effective and targeted at sports that have
participation rate of the real chance of success.
general public to 75% The Netherlands has only a handful of sports that quite regularly
achieve good results at the Olympics and World Cups. The most
obvious example is speed skating in which they have won almost
every Winter Olympics medal for the country. However, previously
Increasing sport club only one quarter of the funding went to successful sports.
membership rate to 35%
To help the situation, Sport Agenda 2016 introduced the so called
Top 10 focus criteria. In order to be eligible for significant funding,
sport federations has to work out a project with many requirements.
Be among the top 10 sporting In addition to the need to have good chances of winning medals,
countries in the world federations has to develop a full-time talent development program.
The Agenda focuses on every aspect of a sport, from good
governance through elite facilities to professional preparation.
Netherlands
Key takeaways
Population: Bottom-up organisation of sport Holistic approach to athlete assistance

16 800 000 Sport clubs form the basis of sport in the Netherlands. There are four National Sport Centres and five other
They are mainly run and funded by volunteers and Training Centres where elite athletes can train and use
provide a wide range of sporting opportunities for services of sport experts.
everyone.
Sport participation rate: Accommodation is provided at these facilities, enabling
The clubs and their facilities are easily accessible, there the athletes to fully concentrate on their sport career.
64% is one inside a 5 km radius from the home of every Dutch These centers also help them with their education.
citizen.
The underlining idea is that an athlete should be
Clubs are heavily subsidised by the state; municipalities supported in all aspects of his or her life to reach their
Sport club members: spend over EUR 1 billion each year on public sport sporting potential.
5 700 000 facilities initiatives.

Strong relations with the corporate sector All-encompassing sport policy
EUR 35 million (per year)
National organizations, federations and sport clubs all The Sport Agenda for each Olympic cycle of 4 years set
have many corporate partners, which are offered various out the working framework for all important stakeholders
level sponsor packages for each Olympic cycle. in Dutch sport.
Over the years many large Dutch companies have started Goals are set in sport participation, management and
EUR 80 million (per year) to support both elite and community sport as they realised elite sport performance. These are clear and attractive
the benefits of being affiliated with sporting success. enough for effective communication and help securing
the necessary public support behind them.
The best example is Heineken House, the traditional
headquarters of the Dutch Olympic team
Norway
Main attributes of sport in Norway Highlisghts f Norwegian sport

Norway is a relatively small country in Northern Europe with an area of Population of Norway 5 136 700
385,178 km2. Due to its vast oil and natural gas reserves and low
population, the country is one of the wealthiest nations in terms of
People active in sport1 3 850 000
nominal GDP per capita.
The Norwegian welfare state promotes the importance of physical activity Weekly sports participation rate1 75%
among its citizens. Numerous public facilities and sport clubs provide for
the high rate of sports participation which is well above the European Sport clubs2 11 793
average.
Since cold weather dominates Norway for a large part of the year it is Sport club members2 2 047 000
not surprising that winter sports are very popular. The most prominent
among them is skiing. Team sports, such as handball and football are National sports federations3 54
also widely practiced.
The sports system of the country is often cited as a prime example. Note: (1) People taking part in physical activity at least weekly
Norway has managed to simultaneously develop a successful elite sports (Norsk Monitor 2009)
and a physical activities program designed for every citizen. (2) Sport clubs that are members of the NIF.
(3) Federations that are part of the NIF structure.
In spite of the limited resources available, Norwegian athletes regularly
achieve excellent results at Olympic Games, while the development of
sport for all policies are also in the focus of every sports stakeholder.
This healthy balance is quite rare in todays international sports scene as
the majority of nations give priority to the pursue of Olympic medals.
Whereas community sport has always been important for the
government, the catalyst for progress for elite sport has been the
establishment of a dedicated organization (Olympiatoppen) in the late
1980s, which was later integrated into the NIF. Recent changes
significantly affected the funding structure of sport.

Our assessment of sports in Norway covers the following topics:
Funding structure
Community sport
Norway
The Norwegian government IOC

provides the financial
Norwegian Government
stability for the sport sector,
but it does not directly
influence the strategic
decisions of the main sport
stakeholders.
Norwegian Olympic
Committee and
Ministry of Culture
Confederation of Sports
The most significant (NIF)
member of the multi-level
structure is the NIF as every
other organization is
affiliated with it. NIF has a
Olympiatoppen
high level of autonomy and
is responsible for the
allocation of public funds to County Sport
federations and clubs. National Sport
Associations
Federations
Every stakehdoler is
responsible for both elite
and community sport
delivery, except for
Local Sport Councils County Sport
Olympiatoppen which
Federations
focuses only on the support
of Olympic sports.
Sport Clubs
Norway
The role of the government The Norwegian Olympic Committee and Confederation of Sports (NIF)
The first governmental body related to sport was established in The NIF (Norges Idrettsforbund) is the highest authority in
1946. The Sport Office was under the management of the Ministry Norwegian sport. Its main predecessor, the Norwegian Confederation
of Social Issues. The structure has undergone some of Sports was established in 1946, as a representative for both
reorganizational waves, currently the Department of Sport is part of
the Ministry of Culture. special (elite) and mass/sport federations. Later, in 1996 it merged
with the Norwegian Olympic Committee creating the NIF.
Since the Second World War the governments involvement in the
sports sector was mainly characterized by the provision of sporting It operates as an independent, apolitical organisation that is largely
facilities that are meant to be accessible to everyone. autonomous from the government. The NIF is an umbrella body for
lower level sport organisations in the country.
During the 1990s the government delivered two White Papers on
sport that are still influential today. They make sport and physical The main task of the NIF is to allocate public funding (lottery
activity for all the ultimate goal of the public sport policy. It means revenues) to sport federations and to represent their interests at
that decisions about elite sport are not in the governments the national level. Since the merger it also fulfills the role of the
jurisdiction. national Olympic Committee and it selects participants and leaders for
Today the Department of Sport is responsible for allocating the Games.
funds for sport facility development. The source of financing is
the state/owned gambling company, Norsk Tipping (refer to page ). The NIF is at the top of the sporting structure of Norway. It consists
The Department also transfers money to NIF to cover its of 19 County Sport Associations (CSA) and 54 National Sport
administration and management expenses and also to provide Federations. All sport clubs are members of NIF, they constitute the
funds for sport federations. foundation of the organisation.
The Norwegian government ensures a stable financial background The organisation is a membership-based authority with a structure that
for the sports sector. Local authorities also support their own mirrors the democratic principles and values of the Norwegian
sporting life. culture. Led by the Executive Board, it cooperates with the Department
of Sport in devising a general sport policy which functions as a
framework for the member organisations named above. The Board
comprises of a president, two vice-presidents, eight Board members,
Norwegian IOC members and one representative of NIF employees .
The main decision-making body is the General Assembly, held once
every four years. Apart from the Executive Board it has 75 delegates
from regional sports bodies (CSA), 75 from the national federations and
three athlete representatives (one for Olympic, Paralympic and other
sports). The largest CSAs and federations are eligible to name
additional delegates.
Norway
Olympiatoppen (OLT)
Joy of Sport For All (Sport Policy Document 2011-2015)
The OLT was established in 1988 as a central coordinating
The latest, overarching sport policy was agreed upon in 2010. It
organisation for the development of elite sport after the government
realized that better conditions were required if they wanted to achieve sets out goals for a 4-year period. It was developed by the NIF
good results at major sporting events. in cooperation with the Department of Sport.
It serves as the primary sport policy of Norway and provides a
The catalyst for change was that they did not win a single gold medal
at the 1988 Winter Olympics. Being awarded the 1994 Games was general framework for all sport stakeholders. Two major
also a major motivation. The positive effects of the new structure challenges were identified in it: 1) Making sport more open and
became clear when Norway won 26 medals in 1994 compared to the inclusive 2) Securing long-term financing and infrastructure.
total of 5 in 1988. The policy says that the development of Norwegian sport
In 1996 the OLT was integrated into the NIF and currently functions as should be knowledge and value-based and should
a quasi-autonomous operative arm of the umbrella organisation. It emphasize a holistic approach to athletes.
has complete responsibility for results in Norwegian elite sport. Numerous measures are broadly defined in the document:
OLT is tasked with allocating and awarding grants to elite athletes. strengthening local and national financing,
These are aimed at athletes who otherwise lack sufficient funding supporting facility development,
from other sources. There are three categories: A, B and
increasing the number of sport club members,
Development (under the age of 24). Category A athletes are those
who have won Olympic medals or finished in the top three at World ensuring access to sporting opportunities for children
Championships. B athletes are seen as having the potential to and disabled groups
achieve the same results, while the potential future stars are put in
the Development class. The maximum grant level each year is NOK
500 000 (EUR 60 000) for every category.
Olympic duties are delegated to OLT from the NIF, where an
individual department is in charge of the preparation for the Games.
The OLT also provides medical support and a wide range of
expert services to elite sport persons, such as training experts,
physiologists, nutritionists etc. Such support is offered at the four Olympic Sports Centres have built strong relationships with
Olympic Sports Centres, which are financed by the government and public high schools operating in their area. With the support of
operated by the OLT. They combine scientific and technical resources the OLT, the schools launch sports education programmes focused
to enhance the performance of Norwegian athletes. National teams on a single sport, such as skiing, biathlon, Nordic combined etc..
also often train at these centers. Experienced, well-educated coaches take part in the project which
The most successful Olympic Sports Centre is the one in Trondelag, has proved to be very effective.
where 15 out of 23 Olympic medalists prepared and trained prior to It should also be noted that the OLT also offer coaching
the 2010 Winter Games. programmes in cooperation with NTNU (Norwegian University of
The first one was established in Oslo in 1986, two years prior to the Science and Technology). Researchers work with trainers and
founding of OLT. athletes to develop optimal training programmes and continuously
improve the equipment.
Norway
County Sport Associations (CSA) National and County Sport Federations

There are 19 different counties (regions) in Norway. These are Each sport federation is a national governing body for one sport.
administrative units with limited jurisdiction below the national level. There are currently 54 of them. Many set up federations at the
county level, because they had too many member clubs to be able
Each county has its own CSA which acts as a collective body for
to manage them via a single entity.
sport within the area. It oversees the implementation of sport
policy and carries out the role of NIF in the county. Federations have main responsibility for the elite sport activities in
their sport. However, with the emergence of the OLT, their role is
Similar to the NIF, they are democratically governed. County sport
not as significant as it was before. Previously they played a key role
federations and local sport councils all have voting rights at the
in distributing funding to elite athletes, but that activity was taken
meetings of a CSA.
over by NIF through OLT.
Local Sport Councils (LSC) Company sport is popular in Norway. Many workplaces promote
active lifestyles to their employees. There are more than 4000
Norways 19 counties are further divided into a total of 430 company sport clubs that are overseen by a single sport federation.
municipalities. Those that provide a home for more than three sport
clubs are required to set up an LSC. According to Statistics Norway, a federation has an average of
27,000 members. By far the largest one is the Norges
Councils are administered by the CSAs and are tasked with Fotballforbund, the federation for football. In the second to fifth
organising the development of local sport facilities. They also place are skiing, golf, handball and gymnastics in the ranking.
serve as an important coordinating tool for the sport clubs operating Excluding the company sport federation, the five biggest
in the same municipality. organisations cover half of all memberships.
Norway
The role of sport clubs The number of sport club memberships over the years
There are around 12,000 sport clubs in Norway which are members
of a national sport federation, a county sport association or both. 2 500 000
This implies that all of them are affiliated to the NIF, the lead
umbrella organisation of Norwegian sport. 2 000 000
Clubs fulfill an important role as they provide sporting

1 500 000
opportunities for the general public. Their key characteristic is
inclusiveness as all groups (children, women etc.) of society and
age groups are generally welcomed. 1 000 000
The number of memberships has increased rapidly since 1950, 500 000
currently there are more than 2 million active memberships.
Although people can become members of more than one club, this
-
is still a remarkable achievement.
1950 1960 1970 1980 1990 2000 2010
Similarly to other sport organisations, clubs act according to Source: Ministry of Culture
democratic principles. Nine out of ten Norwegian clubs reportedly
have an executive board and hold annual general meetings.
The size of sport clubs in Norway
Typically the majority of them are relatively small, one third have
less than 50 members. Most of them concentrate on a single sport. No. of members Share of all clubs (%)
Sports generally pursued in a club setting are skiing, golf and
football. Less than 50 31
The most important resource is the voluntary work of 50-99 19
members. More than two-third of club activities (coaching,
100-149 12
maintenance, management etc.) are performed by volunteers free
of charge. 150-199 8
Sport clubs are dependent on member-generated income 200-249 5
(membership fees). Local authorities (municipalities) are not
250-299 4
obliged by a specific law to support clubs in their area, but
commonly they do so. The most notable form of support is making 300 and more 22
sport facilities available for free. Other types of support are
explained in the funding section. Average number of members per club 214
Source: NIF (2004)
Norway
State funding for sport Lottery funds for sport purposes since 2000 (in EUR million)
Two distinctive sources can be identified: the national government and
the local municipalities. The majority of public funds at national level 2012 187,7
come from the profit of the state-owned gambling company, while 2011 189,6
municipalities allocate funds for sport from their own revenues (taxes) 2010 187,2
and state transfers. 2009 187,2
2008 169,2
Lottery funding 2007 148,8
2006 144
Since the establishment of Norsk Tipping in 1948, the goal was to
2005 144
channel the profit of the company into the culture, research and sport
2004 144
sectors. Initially one third of the surplus was allocated for sport 2003 124,8
purposes. 2002 102
After some changes to the distribution system, sport now receives 2001 98,4
45.5% of the gaming profits. The estimated revenue from this 2000 97,4
source of recent years are shown in the table to the right. The Sport Source: Ministry of Culture
Policy Document 2011-2015 set the target that sport should receive at
least 64%. How are the lottery funds distributed? (in EUR million)
Apart from this, Norsk tipping introduced a direct way to support Recipient 2001 2006 2011
grassroots sport in 2009. Players of lottery and other gambling
activities can decide that 5% of the value of their bet should go to a Norwegian Olympic Committee
34,74 41,88 67,92
voluntary organisation of their choice. In 2011 sport clubs recorded and Confederation of Sports
around EUR 24 million from this scheme.
Local sport clubs 9,888 14,4 18,72
Value Added Tax (VAT) Compensation
In 2010 the Norwegian government introduced a system of VAT Children and youth sport
0,216 0,624 1,44
compensation for NGOs after purchases of goods and services. initiatives
The sport organisations received the following amounts from this Source: Ministry of Culture
source in 2011: Support for the NIF covers the cost of the umbrella
Sport clubs EUR 19.8 million organizations management and operation and also the funds
Sport federations and county sport associations EUR 6 million that the NIF distributes among the national sport federations.
NIF EUR 1.2 million
Sport clubs have also been able to apply for VAT compensation The public funds amount to around 20% of an average
regarding sport facility constructions since 2010. The key federations total income. These are usually not earmarked,
requirement is that the facility must be completed. The government meaning that the organizations spend their funding according to
allocated EUR 7.5 million for this purpose in the budget of 2012. So their own strategic plans. Federations spend around 20-40% of
far this has helped over 200 facilities. their budget on elite sport.
Norway
Funding by local municipalities Expenditure on local sport clubs in 2011

(in EUR million, excluding capital expenditures)
Local authorities are the main contributors to local sport. They raise
revenues from local taxes and also receive transfers from the
national level. Source Amount
Municipalities provide grants for sport clubs and teams operating Grassroots interest from lottery players 23.3
in their area and they also finance the construction and
maintenance of public sport facilities. They channel large amounts VAT compensation 19.8
into sport, although this is not a statutory obligation.
Local activity funds (lottery money) 18.7
The scale of support is influenced by the performance of the local
economy, meaning that there can be significant differences TOTAL 61.8
between the sport policies of different Norwegian cities.
Source: Ministry of Culture / Norks Tipping
The income structure of local sport clubs is shown in the table on
the right.
Other sources of income for sport
It is obvious that for the most part Norwegian sport is dependent
on the financial support provided by the government at national and
local levels. However, there are other important sources that have
to be mentioned.
In spite of growing state subsidies, sport clubs still receive more
than 60% of their yearly budget from their members in the form of
membership fees. In addition, the voluntary work done by
members is vital for their operations. The financial value of the work
done by volunteers is very difficult, if not impossible. Federations
and other national sport organisations also receive a large chunk of
their income from membership fees paid.
Revenues from corporate partners through sponsorship deals
are becoming more and more important. This type of funding is
present at every level of the sport system, from the NIF through to
the sport clubs. Sponsorship and advertising income generate
around 30% of an average sport clubs budget.
The sale of commercial and broadcasting rights is not yet
centralized. Sport organisations are more or less free to negotiate
deals for themselves.
Norway
Norways Olympic history Most successful Olympic sports

The country has a long and successful Olympic tradition. Norway Sport Gold Silver Bronze Total
has participated at every Olympics since 1908 except for the 1980
event in Moscow when they joined the American boycott. The 1 Cross-county skiing 40 38 29 107
country has hosted the Winter Olympics on two occasions, in 1952
(Oslo) and 1994 (Lillehammer). 2 Speed skating 25 28 27 80
Norway has won 148 medals at the Summer and 329 at the Winter 3 Sailing 17 11 3 31
Olympics, the latter puts them at the top of the all-time winter
medal table. They are one of only three nations that has performed 4 Biathlon 15 12 8 35
better in winter sports than in summer sports..
5 Shooting 13 8 11 32
Disappointing results in the 1980s led to increased attention on elite
sport and contributed to the establishment of Olympiatoppen. A 6 Nordic combined 13 9 8 30
positive climate was created for Olympic sports, albeit limited
resources were available. Since the Games in 1994 Norway has 7 Alpine skiing 10 9 10 29
usually finished in the first four places in winter sports. Summer 8 Ski jumping 9 9 12 30
sports are always expected to deliver 4-7 medals.
However, Turin 2006 showed that this success can be volatile. 9 Athletics 7 5 8 20
Given Norways small population, maintaining performance is an 10 Canoeing 6 4 4 14
achievement in itself and it makes the comeback at the 2010 and
2014 Games even more spectacular. Source: Olympic.Org
Medal count at the Summer Olympic Games Medal count at the Winter Olympic Games
18
16 Gold Silver Bronze Gold Silver Bronze
14 13
12 11 11
10 10 10 10
10 9 9
8 8
8 7
6
6 5 5 5 5 5 5
4 4
4 3 3 3 3
2 2 2 2 2
2 1 1 1 1 1
0
0
1992 2000 2012 1994 1998 City 2002 2010
Source: Olympic.Org Source: Olympic.Org
Norway
Community sport
Statistics
Sport for recreational or competitive purposes plays a very
important part in the everyday life of Norwegians. Norsk Monitor
surveys the quality of life of the population and asks their views on
different issues every year. According to their findings, around
75% of the population engages in physical activities in the form
of training or exercise at least once a week or more often.
The proportion of people active in sport has increased steadily in
the past decades (see graph below). Sporty and healthy lifestyle
in general are encouraged by the government. The high number
of public sport facilities and the many many clubs provide sporting
opportunities for everyone. In some regions there is a sport club for
every 53 head of inhabitant. Self-organized, outdoor activities such
as hiking, are also very popular.
The general trend is that the proportion of people who never
exercises is dropping while the average time spent on sports is
increasing.
Top 10 physical activities practiced by women and men in 2007
However, there are some troubling signs; for example more and (% of population)
more Norwegians are overweight and only 20% of the total
population meets the recommended amount of daily physical Women Men
activity (30 minutes).
Physical activity in the form of training and exercise (1985-2007) 1 Hiking in the forest (70.4%) Hiking in the forest (62.4%)
Proportion of people taking part at least once a week 2 Skiing (35.,2%) Skiing (38.7%)
90 3 Cycling to work (31.4%) Cycling to work (32.7%)
80
4 Strenght training (30.8%) Strenght training (30.2%)
70
Men 5 Hiking in the mountains (29.1%) Hiking in the mountains (28.7%)
60
50 6 Swimming (24.2%) Jogging (27.8%)
40 7 Jogging (20.9%) Cycling as exercise (22.3%)
30
8 Gymnastics/Aerobics (20.5%) Cross country (18.3%)
Women
20
9 Cycling as exercise (18.4%) Football (18.3%)
10
0 10 Dance (16.7%) Swimming (17.3%)
1985 1991 1997 2003 2007
Source: Kjnn i endring en tilstandsrapport om norsk idrett (2009) Source: Kjnn i endring en tilstandsrapport om norsk idrett (2009)
Norway
Key takeaways
Population: Centralized sport system State of the art elite sport facilities
5 100 000 The Norwegian Olympic Committee and Confederation of The Olympic Sport Centres look after every professional
Sports (NIF) is the highest authority of the sporting need of an elite athlete.
structure. It is not directly influenced by the government.
Sport participation rate: The organization devises the Norwegian sports policy High quality, expert services are provided in physiology,
and sets the goals for the future. training, coaching etc.
75% (taking part every week)
Good relationships have been established with secondary
The main benefit of the system is that responsibilities are
clear at national and lower levels alike. schools and specific sport curriculums have been
Sport club members: introduced at many of them.
Every task that is related to the support of elite (Olympic)
2 000 000
sports is delegated to the Olympiatoppen, which functions
autonomously within the NIF.

Stable revenue source A sporting nation
The proceeds of the national lottery are the main source Sports and physical activities are an integral part of the
of financing for sport. everyday life of Norwegians.
The share of lottery profits channeled into the sport sector Numerous sport clubs, public sport facilities provide the
is increasing, the goal is to reach around 65% within the setting for exercise. Outdoor activities are also very
next few years. popular.
Participants of lottery and other gambling games can Local authorities support their own sport life, although
choose a sport organization that directly receive 5% of they dont have a lawful obligation to do so.
their bet. This scheme has proved to be very successful
since its introduction in 2009.
Denmark
Main attributes of sport in Denmark Highlights of the Danish sport scene

Denmark is a relatively small country in Northern Europe with an Population of Denmark 5,584,758
area of 42,915.7 km2. It is generally associated with high living
standards as the country usually ranks among the wealthiest nations
in terms of nominal GDP per capita. People active in sport1 3,960,000
The majority of Danish population regularly takes part in physical
Monthly sport participation rate2 71%
activities, their participation rate is well above the European
average. Many of them pursue sports in a club setting; around one
fifth is a member of a sport club. The past 50 years brought major Sport clubs3 16,000
changes as sport became an integral part of the everyday life of
people of all ages. Sport club members3 ~2,000,000
Another characteristic of the Danish sport landscape is the high
number of volunteers who manage the day-to-day running of clubs National sport federations 61
and work as coaches. This type of bottom-up organization has
strong historical roots. Source: KPMG Analysis
Note: (1) People taking part at least once a month
The most popular team sports in the country, both in terms of Eurobarometer survey (2009)
participation and TV viewership are football and handball. The (2) Ranked 3rd out of the 27 EU member countries in 2009.
origins of the latter can be traced back to Denmark. There are also (3) DIF Website
numerous individual sports with large participant bases, including
golf, tennis and swimming.
Denmark is a prime example for establishing an effective system for
community sports and it provides several good practices. They are
also quite successful in elite sports, given the small size of the
country. The slight drop in the performance of Danish athletes and
teams in the 1970s led to major changes. The government boosted
the support for sport federations through increased funding and the
reorganization of the institutional background.
The reform efforts paid off as Danish athletes started to win more
and more medals at international competitions and they have deliver
respectable medal counts at the past five Summer Olympics.
Our assessment of sports in Denmark covers the following topics:
Funding structure
Community sport
Denmark
Although the government of Community sport Elite sport

Denmark rarely intervenes in
in the economy and society, IOC
(as they leave it to the
private and civil sector),
Denmark Government
interestingly, elite sport has
its own state institutions Danish National Olympic
(Team Danmark and Sport Danish Company Gymnastics and Committee and
Sports Federation Sports Sports
Event Denmark) and specific
(DFIF) Associations Confederation
legislation. (DGI) (DIF)
Ministry of Culture
The chart shows the various
organizations main focus.
The government is involved
in both community and elite National sport Local National sport
Workplaces
federations municipalities federations
sport through a number of
institutions.
Team Danmark
and
Sport Event Denmark
Sport clubs Sport clubs

Denmark
Major changes in the system The role of the government

The government of Denmark has concentrated on the recreational The state is a significant player in sport as it funds various bodies
aspects of sport for a long time. These efforts were supported by and works out the legislative background. Sport is an important
the system of numerous local sport clubs that were established on theme both at the national and local level. The Ministry of Culture
a voluntary, democratic basis. Elite and Olympic sports were not a
main concern at the national level, but the Danish athletes still handles the overarching, nationwide sport-related issues.
performed relatively well at international events. The policies worked out by the Ministry serve as guidelines for
This changed around the 1970s when international competition sport organizations. As the management of elite sport is delegated
between countries at the professional level intensified and Denmark to Team Danmark, the government mainly oversees the
started to lag behind. development of community sport and is directly involved in the
promotion of increased sport participation.
The necessary changes did not come from within the sporting
society, but from the government. The Advancement of Elite The Sport for All Committee Report by the Ministry in 2009
Sports Act was passed by the Danish Parliament in 1984 with identified the cultural, social and health dimension of the positive
the clear goal to provide athletes with better training and funding effect sport has on the society. In this regard the report set out clear
opportunities to be able to deliver good results at major
tournaments. However, it was emphasized that it should happen in priorities for the Ministry to increase and maintain a high level of
a sustainable way, not at every cost. Initiatives thus also aimed to participation in the Danish population and then provide enough
help athletes prepare for the labour market and help their sporting opportunities for children, young people and socially
education. vulnerable groups. To achieve these goals the government works in
close collaboration with the national sport organizations.
The 1984 law also established Team Danmark and all
responsibilities regarding the coordination and management of elite Furthermore, municipalities provide direct and indirect
sports was transferred to this new organization. support for sport clubs at the local level.. According to the Act
More details are on page 4. on Support for Sport, Culture and Leisure Activities, municipal
authorities are obliged to support sport clubs. This is discussed in
The aforementioned actions more or less still define the sporting detail on page 9.
life of Denmark today. Whereas Team Danmark is clearly the most
important player in elite sports, responsibility for community sports
rest with numerous organizations.
In addition to the extensive voluntary sport club system which
remains the foundation of sport for all, there are national umbrella
organizations, such as National Olympic Committee and Sports
Confederation of Denmark and the Danish Gymnastics and Sports
Associations that influence this sector. The national government
sees community sport as an ideal tool for the promotion of
healthy lifestyle, social cohesion and recreation.
Denmark
In Denmark there are three National organizations Danish Company Sports Federation (DFIF)
different, nationwide National Olympic Committee and Sports Confederation of Denmark (DIF) The DFIF has an even more specified mandate than the other
two national organizations as they coordinate and encourage
umbrella organizations that The Danish Sports Federation was founded in 1896 by 18 sport physical exercise through workplaces.
federations. The primary aim was to devise common rules and create
are independent from the proper conditions for sport in Denmark. The government started to Through various programs and initiatives DFIF would like to
government. Each has its subsidize the organization in 1903 with an annual payment of DKR increase the number of companies that provide sporting
3,000. Meanwhile, the Danish Olympic Committee (DOC) was opportunities for their employees by setting up sport clubs.
own jurisdiction and established in 1905 to organize the countrys participation at the
Olympic Games. DFIF has 80 local sport associations that make up 8 regional
membership base, but
divisions. Around 8.000 company sport clubs with over 300.000
responsibilities sometimes The two organizations merged in 1993 to create DIF as a collective members are affiliated with the organization.
body of sport federations. Nowadays it consists of 61 sport federations
overlap. It is indirectly funded by the government through proceeds of the
with more than 1.9 million members distributed between over 9.000
sport clubs. lottery as the work carried out by DFIF fits well the policy goal of
increased sport participation. In addition to this, corporate
As the biggest among the three national organizations, DIF is sponsorships are also important.
Sport federations and clubs responsible for both elite and community sport at club levels and acts
as a representative of the elite athletes. However, its funding activities Sport Event Denmark (Sport Event DK)
can be members in more are smaller in scale than that of the governments. They provide
than one of them. subsidies for Team Danmark, the organization they work with in many One of the practices worth noting about the Danish sport system
initiatives. is that they established an organization entirely dedicated to
Danish Gymnastics and Sports Associations (DGI) bringing major sporting events to the country. Sport Event DK was
established and is funded by the government and the DIF.
Together they form the Joint The origins of the DGI can be traced back to the 1860s, to the
shooting and gymnastics associations in rural Denmark. The Working in collaboration with national sport federations and the
Sports Council (Idrttens organization in its current form was founded in 1992. It operates as an proposed host cities, Sport Event DK gives expert advice and
Fllesrd), which serves as representative for amateur level and recreational sports. DGI isnt financial support. Logistics and the promotion of the event is the
involved in elite sport issues. responsibility of the host city, while the federations handle
a place where common
Another distinctive characteristic of the DGI is that it consists of 15 commercial matters.
issues can be discussed.
regional departments, each responsible for their own areas. Although
According to their statistics they have helped the bid and
the regions are autonomous to some extent, their ultimate goal is
common: encouraging sport club membership among the public. preparation for more than 250 international sport events, including
conferences congresses, European and World Championships.
As of 2012 DGI had over 6.000 sport clubs with a combined 75 percent of the bids assisted by them has been successful.
membership of 1.5 million. These clubs provide the setting for the
sport participation DGI promotes. A typical DGI local club has several The vision is to make Denmark a preferred host country for
sport as well as non-sport (cultural) activities. sport events of major significance. This not only raises their
profile on the international sport scene, but also helps the
development of facilities and further promotes sport participation.
Denmark
Team Danmark (Team DK) Core services for federations and athletes by Team Danmark
The government set up Team DK in 1984 with the Advancement of Elite
Sport Act to provide support for the countrys professional athletes. The Access to training
three decades that has passed since saw the organization become the Financial support
facilities
most important source of power in Danish elite sports. The performance
of Danish athletes at international events became much better during
this period, meaning that the restructuring was justified. In recent years
Expert sport services
they won 40-50 medals at major tournaments. (physiology, nutrition,
Working career
opportunities
Team DKs main responsibility is the overall planning of elite-level medicine etc.)
sports. It also allocates funding between (mostly Olympic) sport
federations and maintains a system of experts in the field of
professional sport services. The organizations approach to athlete Research and
Media and
professional
support is best described as holistic as the civil life and career and communication
development
personal needs of an athlete are also emphasized. Currently over 30
federations and 1100 athletes are financed by them. The support system
The amendment of the Act on Elite Sport in 2004 gave new tasks to Team DK divides the supported athletes into three categories,
Team DK regarding talent development. They cooperate with based mainly on their chance of success on the international level.
federations to develop comprehensive strategies for various age The category decides the range of core services available for each
groups. The DIF works out the general policy in this field. beneficiary.
Team Danmark Athletes: the members of this category are on
The government finances the activities of Team DK through the the periphery of the senior national teams with potential to
proceeds of Danish Lottery (Danske Spil). In addition to this, they have compete at the highest level in the future. They have only
their own revenue channel: Sport One Denmark is a joint marketing temporary access to the Team DK expert system, but has the
company established by Team DK and DIF. It sells packages of right to use the high-quality training facilities. There are
currently 644 athletes in this category.
sponsorship deals and TV rights of sport events to companies.
Elite Athletes: they are regular members of the national teams
Another important partner of Team DK is the Ministry of Culture. A 4- with direct access to the network of experts and all other offered
year framework agreement is signed by the parties for every Olympic services (education, employment, training etc.). 314 athletes
cycle which sets out the goals and responsibilities regarding the receive this support.
preparation for the Games. The state subsidy (lottery money) is also World Class Athletes: this is the group with the highest
quantified here. The current framework runs from 2013 until 2016. priority. Athletes and teams who have achieved top 8 positions
in past World Championships or Olympics are members of this
The Minister for Culture and the DIF chooses 4-4 members to the category. They can participate in special seminars and receive
Board of Team DK. The director of the organization refers to the the highest quality services available. Currently there are 142 of
them
Board. Athletes and coaches are both represented in the
management.. Recently a fourth, specialized category was established for young,
talented athletes as well.
Denmark
Sport federations Largest federations by number of sport clubs in 2012

There are 61 sport federations in Denmark operating at the national Sport Federation No. of clubs
level who are members of the DIF, the main umbrella organization.
The majority of Denmarks 16.000 clubs are distributed between 1 Football 1.672
them, although there are some which arent affiliated with national
federations. 2 Handball 894
They handle the elite level responsibilities of their sport, for 3 Badminton 569
example the management of the national teams. Federations
oversee the community and leisure aspect as well. They vary 4 Cycling 557
greatly in size, the Danish Football Federation (DBU) is by far the
largest one in term of number of clubs. Both professional and 5 Shooting 461
amateur clubs are included in the federations. Source: DIF Website
Most of them cooperate with Team DK, the number one provider of
funding and sport support services. Consultation between different
stakeholders is especially important in talent development Sport federations with the highest sport club membership figures
strategies, which is a priority of the 20123-2016 framework of Team (ranked by 2012 data)
Danmark.
National federations represent Denmark at their respective Sport Federation 2002 2012
international sport federations and their help is also indispensable 1 Football 293.749 341.342
in Danish bids for the hosting of major sport events.
2 Golf 104.006 157.371
3 Swimming 122.924 155.930
4 Gymnastics 148.384 151.514
5 Handball 134.782 111.675
6 Badminton 128.297 92.717
7 Cycling 72.856 70.690
8 Tennis 73.268 60.921
9 Sailing 55.351 54.780
10 Shooting 46.962 52.228
Source: DIF Website
Only federations of single sports are listed here.
Denmark
In Scandinavian countries, Sport club structure

and especially in Denmark, Over one third of the Danish population, around 2 million people
the dominant form of exercise or play sports regularly in one of the 16.000 active sport
organizing physical activities clubs, or associations as they are often called. In some regions
there is a club for every 90 citizen. Sport clubs in Denmark
is the sport club. This
constitute the foundation of the community sport life. They are
remains true even today seen as beneficial for social integration, healthty lifestyle and social
when commercial interaction.
organizations (fitness The club system has strong historical and institutional traditions that
centers) and unorganized determine the current structure. As the well-being of the population
sport become more common. has been a priority for the government for a long time, public
policies boosted the construction of sports facilities. As a result,
Denmark has the highest number of sport facilities per capita in
Europe. This made it easier to organize sports at the local level as
The importance of Danish the adequate locations were available.
club system cannot be
As mentioned earlier, local (municipal) authorities has to
overstated. They deliver a support their local sport life, which takes many forms. For
wide range of sporting example, sport clubs can use the local facilities and venues free of The size of sport clubs in Denmark
opportunities for the general charge. The requirements of clubs are also taken into account
when a municipality decides about its spending on sport. More No. of members Share of all clubs (%)
public and implement the
information about the governmental support of clubs is on page 9.
governments policy of Less than 50 29
However, the most significant resource of sport clubs remain the
increased sport participation. 50-99 21
voluntary work of members. Around 80% of the clubs are run
entirely by volunteers, starting from coaching duties to positions in 100-149 12
the management. Membership fees also provide a large part of a
Clubs rely on the voluntary clubs budget. Moreover, the Danish culture that has developed 150-199 9
contribution of their over the years holds voluntary work in high regard. 200-249 7
members, but the sport The strong democratic values and principles of Denmark is 250-299 4
policy at the local level is mirrored in the management of clubs. Nine out of ten have an
Executive Board and hold annual meetings. Most of them also have 300 and more 18
also often adapted to their
a written, formal set of rules. Average number of members per club 181
needs.
It should be noted that clubs with professional departments that Source: Ibsen, B. (2006): Foreningsidrtten i Danmark
compete in elite leagues are also counted here. However, more
than 90% of all clubs only concentrate on community sport.
Denmark
Elite sport funding

The chart shows the most
National Olympic
important funding relations Committee and
Denmark
in Danish sport. Government Sports
Confederation
(DIF)
Direct (state budget) and
Contributions from the National sport
indirect (Danish Lottery)
corporate sector are federations Sport clubs
important at every level and
thus not highlighted in this
chart!
Team Danmark
The elite sector is primarily

financed by the state, the
contributions are allocated
by two interconnected
organizations. Whereas the Community sport
DIF provides basic funding
for federations, Team DK E.g. VAT exemption
funding
focuses on the ones with the Denmark
largest potential for success. Government
Sport clubs
The community sport sector
is more simple, as sport
clubs receive various Local
support from the municipalities
E.g. free use of facilities, subsidy
government and local after membership figures
authorities as well.

Denmark
Government Support Corporate Partners
The state supports sport on many levels. The Sponsorships and other forms of support are
government funds many national organizations becoming more and more important to Danish sport
through the Ministry of Culture. The state subsidy organizations. Team DK is the one which utilized this
almost entirely comes from lottery money. source the most effectively by setting up a marketing
Furthermore, sport clubs with revenues below EUR company (Sport One Denmark) in cooperation with
6.700 are exempt from value-added tax. The fiscal the DIF. They offer sponsorship deals for corporate
legislation also enables volunteers to be reimbursed partners and sell TV rights to major events. However,
for expenses related to working at the sport club for the proceeds are modest (EUR 23 million annually)
up to EUR 670 per annum. and go entirely to Team DK.
Sport clubs (elite and community sport alike) are Sport federations and clubs often sign individual
strongly supported by local, municipal authorities. sponsorship agreements, but this source constitutes
They are allowed to use sport facilities free of charge
only 10% of an average clubs budget.
and receive direct monetary transfers for every
member under the age of 25 in addition to basic Team DK works in partnership with many domestic
financial support. Around 20% of a clubs revenue companies which provide flexible work for athletes.
comes from public subsidy. Danish
Sport
Membership Fees and Volunteers
Lottery Funding
The voluntary work of members remain the single

Established in 1949, Danske Spil A/S is the national most important resource of sport clubs. Membership
lottery organization. 80% of the company is owned by fees make up around 70% of an average clubs
the government, while both DIF and DGI owns 10%. income. The cost of annual membership is relatively
The profit from lottery and other forms of gambling is low compared with the average salary of Danish
distributed by various ministries to a number of good citizens. Most clubs also offer introduction periods for
causes, including sport. Every year DIF and DGI newcomers to further encourage participation.
each receive over EUR 180 million from the
proceeds of Danske Spil. They are the two largest In addition to these initiatives, health insurance
beneficiaries. Team DK also receives an annual organizations contribute to the funding of the sport
amount of EUR 16 million. Sport federations are system by reimbursing part of the membership fee to
financed in part by these umbrella organizations. a sport or fitness club.
The Danish gambling market was liberalized in 2012, The value of voluntary work as a coach or in the
but Danske Spil remains the most important player in management of a club is hard to express in monetary
the market, ensuring the flow of funds for sport. There terms. However, according to a study by
are also a number of charity lotteries that make Eurostratgies (2011) Denmark had the 5th highest
direct payments to sport organizations. number of sport volunteers in Europe.
Denmark
Most successful Olympic sports

Denmarks Olympic history
Sport Gold Silver Bronze Total
The country participated at the first Summer Olympic of the modern
era in 1896. Since then Denmark has been present at every 1 Sailing 12 9 7 28
Summer Games, save one occasion in 1904. Their participation
record at Winter Olympics is less extensive; they are regular 2 Cycling 7 8 8 23
participants only since 1988.
3 Rowing 7 4 11 22
The performance of Danish athletes is much better in summer
sports; so far they have won only one medal (silver in womens 4 Shooting 3 10 5 18
team curling event) at Winter Games.
5 Canoeing 3 5 5 13
Denmark has won 43 gold and 68 68 silver and 68 bronze medals
at Summer Olympics which ranks them as 27th in the all-time 6 Handball 3 0 0 3
medal table. However, when compared to the countrys
population, Denmark is the 4th most successful nation in 7 Swimming 2 5 5 12
terms of medals per capita, they are surpassed only by Finland,
Sweden and Hungary, respectively. 8 Boxing 1 5 6 12
Danish athletes have good medal potential across many 9 Badminton 1 2 3 6

disciplines,. The most successful Danish sport person at the
Olympics is Paul Elvstrm, who won 4 gold medals and = Fencing 1 2 3 6
participated at no less than 8 Games. Source: Olympic.Org
10
9
Gold Silver Bronze Gold Silver Bronze
8
7
6 5
5 4 4 4
4 3 3 3
3 2 2 2 2 2
2 1 1 1 1 1 1 1
1 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0
0
1992 2000 2012 1994 1998 City 2002 2010
Source: Olympic.Org Source: Olympic.Org
Denmark
Participation data
The sport participation rate of the general public is regularly measured
by the Danish Institute for Sport Studies. The data shows a
remarkable improvement in the past 50 years. The overall rate
increased from 15% in 1964 to 64% in 2011. This is the share of
people saying that they normally do physical exercise or play sports.
The Eurobarometer survey of 2009 shows an even bigger share
(71%) of the population taking part in sports at least once a month.
Sport club membership also significantly increased since 1964, from
12 to 41% of the total population.
As for the steady increase in the number of participants, it is important
to highlight the significant increase in participation by elderly
people. These positive developments can be mostly traced back to
the Danish welfare state and the emphasis on building sport facilities.
The duration of sporting activities is another important factor. 36% of Top 10 physical activities practiced by the adult (aged over
the adult population spend two-four hours a week with exercise, while 15) population (Ranked by 2011 data, in %)
22% spend more than six. This figure also shows a gradual increase
over the past decades. Physical activity 2011 1998
1 Jogging/running 31 15
Sport participation over the years
The share of the population which answered Yes to the following 2 Strength training 24 10
question: Do you normally do exercise/sports?.
3 Walking/hiking 23 15
80
70 16-19 4 Aerobics/zumba 12 7
60 20-29 5 Gymnastics 12 11
50 30-39
6 Swimming 12 18
40 40-49
30 50-59
7 Spinning 11 0
20 60-69 8 Football 9 6
10 70+ 9 Road cycling 8 5
0
1964 1998 2007 2011 10 Badminton 6 8
Source: Danish Institute for Sports Studies Sport participation in Source: Danish Institute for Sports Studies Sport participation in
Denmark 2011 (National Survey) Denmark 2011 (National Survey)
Denmark
Education reform in Denmark

In early 2013 the government decided to implement changes in the
Danish education system. Reforms aimed to extend the school day
and required teachers to spend a bigger share of their working
hours with teaching activities. Basically, the new rules reduced the
historical independence of teachers on planning and organization.
According to the Act on the Allocation on Financial Support to
General Education municipalities (cities and towns) are obliged to
manage and finance their local schools. The Municipalities
Association of 99 cities decided to close the schools for four weeks
to pressurize The Danish Teachers Association when it opposed
the reform. The lock-out and the protests ended in April 2013 and
the changes were passed in June. The primary school reform will
take effect in August 2014, with some elements introduced earlier.
Some feared that the longer school hours would mean that children Top 10 physical activities practiced by children (aged below 15)
would no longer have time to take part in activities organized by (Ranked by the share of physically active children taking part)
sport clubs. However, the DGI and the DIF (umbrella organizations
of clubs) said that they see this as a golden opportunity to Physical exercise Total %
improve the relations between schools and clubs. 1 Football 46
Voluntary sport clubs are allowed to offer their services and 2 Swimming 38
programmes to primary schools who could implement them in the
school day. The key word is flexibility, as sport clubs would have 3 Gymnastics 27
to free up capacities to accommodate the needs of the schools. 4 Jogging/running 20
In Denmark, schools can apply for a sport-supportive profile. 5 Handball 20
Such 'profile schools' offer pupils four extra lessons of age-related
training in school time twice a week. This is implemented with the 6 Rollerskating/skateboard 17
cooperation of Team DK. 7 Badminton 16
Many schools in Denmark practice morning running before 8 Dancing 13
school starts. Moreover, a concept called run and read has been
developed. Teachers run with pupils for 20 minutes, and then they 9 Equestrian 10
sit down and read for the same amount of time to help the children 10 Walking/hiking 10
to concentrate.
Source: Danish Institute for Sports Studies Sport participation in Denmark
2011 (National Survey)
Denmark
Key takeaways
Population: High participation rates Centralised elite sport management

5 600 000 Sport is part of the culture and the everyday life of the Team Danmark is responsible for the overall planning in
population. Denmark is among the most active nations in the elite level sporting structure. It allocates funding to
Europe. national sport federations and athletes thus it has a large
influence on the development of the sport sector.
Sport participation rate: During the past 50 years the participation rate (share of
people who exercise at least monthly) significantly The concentrated approach to Olympic sports has many
71% increased from 15% to 64%. positive effects as all the expert knowledge and
professional experience is gathered in one place. This
These positive developments occurred across all age
system also helps to avoid the confusion over
groups, even elderly people are regular sport participants.
Sport club members: responsibilities among national sport organisations.
Physical exercise is also important for school children.
2 000 000 Team Danmark has its own marketing company (Sport
Recent reforms aim to strengthen the relationship of
One Denmark) that serves as a complementary revenue
schools and sport clubs.
channel besides public funds.

Voluntary sport club system Specific organization for event hosting
There are more than 2 million club memberships in Sport stakeholders in Denmark realised the potential
Denmark, despite of a population of only 5,5 million. benefits of organising sport events through a single entity
and it led to the establishment of Sport Event Denmark.
Sport clubs provide the setting for organised sport for
many people. There is a sport club for roughly every 350 This body is free of direct influence of other national
EUR 200 million (per year) citizen. organisations. It is mainly responsible for assisting
federations and host cities with the bidding and
Almost every club duty (coaching, management etc.) is
preparation for major sport events.
fulfilled by volunteers.
Governmental and DIF funds are distributed through
Local authorities provide invaluable support for clubs as
Sport Event Denmark for event hosting purposes.
they have a statutory obligation to do so. The most
notable form of support is that municipalities allow clubs
to use their sport facilities free of charge.

Benchmarking Analysis On Sport Organizations

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Benchmarking

KPMG Sport Advisory

KPMG Advisory Ltd

Main attributes of Canadian sport Highlights of the Canadian sport scene

The scope of the study

Organizations at all levels Department of Canadian Olympic

Details on pages 4 and 5.

Source: KPMG Analysis

The role of governments of provinces/territories Intergovernmental cooperation Canadian Sport Policy

Canadians have the opportunity to systematically improve and measure their

4. High performance sport

Canadians are systematically achieving world-class results at the highest

5. Sport for development

The role of municipal governments Sport federations (national and provincial/territorial)

Sport Canada Main programs of Sport Canada

Canadian Olympic Committee (COC) Own the Podium (OTP)

Canadian Sport Institutes (CSI) Winter Sport Institute (WinSport)

Year Event % of athletes trained at CSIO % of medals won by CSIO athletes

Source: Canadian Sport Institute Ontario Website

Own the Podium

Source: KPMG Analysis

300 Source: Public Accounts of Canada: Transfer Payments

150 Athlete Assistance Program

0 Source: Public Accounts of Canada:

Top 10 summer sports by OTP funding for 2013-2014

Most successful Olympic sports

70 4 Golf (5.9%) Baseball (2.1%)

Involvement of young people School Sport Canada (SSC)

Population: Elite sport assessment system Large number of sport facilities

Funding for leisure sport:

Introduction to sport in the UK Highlights of the UK sport scene

Community sport Elite sport

Source: KPMG Analysis

The two pillars of sport in the UK Home Nation Sport Councils

Umbrella organizations of sport federations

Sport and Recreation Alliance (SRA)

The reorganizing efforts of Restructuring in the 1990s Developments of the 2000s

The rebranding of the Olympic Team

The funding of most British

However, financing from

County Sports Sport

Sport clubs (elite and community sports alike)

Source: KPMG Analysis

Corporate partners Direct government funding

Indirect government funding: National Lottery

World Class Performance Programme

7 Equestrian 13,4 18.0 +34,3%

The United Kingdoms Olympic history Most successful Olympic sports

Statistics and findings The strategy of Sport England

The Summer Olympic Games held in London in 2012 significantly 12 10,9

Population: Effective restructuring Brutal elite sport redistribution system

Funding for elite sport:

An important characteristic in the preparation of sport policies and coordination of other

the role of the government.

Club membership Source: KPMG Analysis

Sport federations and sport clubs

The role of the government

The role of provinces and municipalities

Summary of the funding structure of Dutch sport

Club membership fees Source: KPMG Analysis

Direct Government Funding Corporate Partners

The gambling organization called LOTTO was

Funding figures National and municipal contributions to sport in the Netherlands