Witt is currently heading the Munich 2018 bid team for the Winter Olympics, and was at SportAccord in London, England, this week to conduct a public presentation of their bid, along with key members of her bid team. Munich is up against Annecy (France) and Pyeongchang (Korea). Pyeongchang is bidding for a third time and were defeated by Vancouver for the 2010 games.

The SportAccord International Convention is the most important gathering in the world for sports federations. It’s a grueling six-day affair featuring 104 annual meetings of Olympic and non-Olympic federations, along with the spring Executive Board meetings for the IOC, networking sessions and panel discussions. It’s more geared to the business side of sports events than the marketing side, but where it really shines is the networking.

If you are a community that wishes to host a major sporting event, a firm that wants to help build or manage said event, or a federation looking for more government and hosting support… this is the place to be.

Fortunately for Canadian organizations, the 2012 SportAccord will be hosted in Quebec City. Although I have to tell you, being in London this week was pretty bloody fun.

The buzz in London, as you can imagine, is all about the 2012 Games. The regeneration of the impoverished east side of London through Games infrastructure is a guarantee of lasting legacy.

The Mayor of London, Boris Johnson, welcomed all SportAccord delegates by announcing that because they are almost done all the venues, he feels it is important to call a “snap Olympics.” So guess what? The 2012 games could actually be happening in a few weeks! Of course he was kidding. But given what Harper has done to us… it’s not really that funny.

Mayor Johnson is beyond funny. He suggested that if we couldn’t do a snap Olympics, there should be a politics Olympics. He thought Dick Cheney would be a star in the shooting events and Colonel Gaddafi should try the “high jump.”

The SportAccord Chair, a politician by the name of Lord Digby Jones Kt (yes, we are in England), was no bore himself, recounting the time he gave a political speech to an audience of one. When he asked the chap if he could skip the Q&A and just go home, the fellow begged him not to leave, because he, in fact, was the next speaker up on the dais!

But Lord Jones said something that struck me to the core. He talked about how in his business life and political life, he has been privileged to be in positions to make a difference in people’s lives. But in sport, he felt we had an opportunity to make the difference in people’s lives. He beseeched us all, members of the business, sport and political communities, to do whatever we could to provide that difference to young people. His words were to the effect that it is our duty to give every young athlete the opportunity to try their best, to train their hardest, to lay it all on the line to win. And that, win or lose, victory would be found through that opportunity to compete. Not just participate, but compete with all the resources imaginable.

This message has been incorporated in the theme for this year’s conference, which is Sport Matters.

It is clear to me that this message has not been lost on the Chair of the 2012 Games, Lord Sebastian Coe, holder of two Olympic golds and two Olympic silvers. He emphasized that these London Games would be a failure if they in fact were not England’s Games. That may be familiar messaging to Canadians, but Coe cited that he isn’t just talking about “cheering.” He talked about how the London Games have been striving to create youth sports programs. So school children that have never been in a boat are now competing at the highest levels of rowing. He talked of their “20-12” program that is striving to engage 12 million youth in sports, in 20 impoverished countries around the world by Games time. To date, they have reached 10.6 million, and will easily surpass their goal. This global legacy program is so exciting that the Rio 2016 OCOG have now picked up this program and the IOC is considering embedding it through future Games.

The efforts of these organizations should not be lost upon us as lessons for our projects and marketing programs. Yes, selling cases and generating media are critical. But we cannot forget. Sport Matters. In fact Music Matters, Saving Lives Matters, Volunteering Matters. If we create programs that are all about the marketing and forget what matters, our credibility will be shot.

Embed that expression into your next brief: (Blank) Matters. Engrain it into your next client recommendation. Express it in your next sponsorship pitch. Encourage your stakeholders to discover it.

Sport Matters.

Don’t get me wrong, Haligonians; I’m not saying that there isn’t serious business to be done in your beautiful harbour town. It’s just that it also happens to be one fun city. Of course, what would you expect when you combine six universities, the largest military base in Canada, and a downtown core highlighted by a collection of bars called “The Liquor Dome?”

But my real reason for going to Halifax last week was “business” and specifically to attend the spectacular 2011 Canada Winter Games. CEO Chris Morrissey, who oversaw the first games north of 60 in Whitehorse (2007), and deputy CEO Lindsay Hugenholtz, recently named one of the most influential women of 2010 by CAAWS, had their team firing on all cylinders!

The marketing motto for the event was “What will you Bring to the Games?” I hope they aren’t cross with me because all I brought were my eyes, my pen… oh, and according to my finance department, my AMEX card!

Most importantly, I was ready for some fun and games!

When I arrived at the accreditation center at the Westin Hotel, it was obvious that the staff had been going hard for a week. Even worse, they had another week to go! But despite the fact that my name wasn’t really on any official lists, it took Tanya and Jane all of five seconds to whip me up a pass, take my photo, load me up with swag and make me feel like royalty! Off to a good start.

St. Margarets Bay, Nova Scotia

Next up, I wanted to see the short track speed skating, so off I went to the arena at the hands of a volunteer driver. I asked to go to St. Margarets. He said, “Saint Margarets Bay?” I said, “Yes, St. Margarets.” At which point I was advised that #1 it was pretty clear I was not from around here; #2 I was allowed to call it either St. Margarets Bay or The Bay; and #3 I was NOT allowed to call it St. Margarets. Okay, so off to The Bay we went.

Truth be told, my driver was fabulous. As were the other dozens of volunteers I met. In fact, I think I met every one of the 5,000 folks who were contributing their time to the event.

The Canada Games are a stepping-stone for international competitions like the Pan Ams, Commonwealth Games, Paralympics, and Olympics. But when I got to the Bay for the short track, I almost felt like I was back in Vancouver a year ago. The arena was SRO and the action unbelievable. Remember the name Ann-Véronique Michaud, who at 19 has only been speed skating for 15 years! The 500M gold medal winner cites her coach Jonathan Guilmette as her role model and is fast building a resume that could soon see her on the world stage.

Ann-Véronique Michaud

I stuck around for the short track relay events, where Quebec dominated both the male and female races, before I hitched a ride all the way back with some Games society staff, including one of my former SPAD students Kim Russell. Thanks for the lift and thanks for not lecturing me on local geography!

I got dropped off at St. Mary’s to watch some of the squash! My right knee tingled with painful memories of the last time I was on a court and blew out my knee. But it wasn’t nearly as sore as my jealousy bone. I watched the B.C. women take on the Ontario women and the play of these kids was unreal. After four matches split 2-2; B.C. won gold 167-165 on some point tiebreaker I didn’t understand.

Beer

So far the sports had been fantastic, but I needed a beer. So it was off to the premier’s reception at the Maritime Museum of the Atlantic. I was playing “small world” with a guy I met there and blurted out the name Karen Hood. She was a Dal grad and soccer player and Trojan employee 3B some 15 years ago! While my new beer mate didn’t know Karen, a passing woman said, “Karen Hood? Dalhousie Karen Hood? I played soccer against her when I was at St. Mary’s.” Of course you did, I thought… I am in Halifax. (Author’s note: I did send Karen a hello email, Tara!)

The Nova Scotia premier was funnier than I expected, but that didn’t stop me from bolting early to get to the hockey game. I felt like I was at a wedding… wait ‘til the bride and groom are talking to some old people and then warm up the car. Problem is, in 2011, I am the old person. Nevertheless, I made my escape and headed up to the Metro Centre to watch Ontario destroy B.C. in the men’s hockey semis.

Okay, now for some truth. Ontario lost. And these aren’t men. They are 16-year-old boys. But the hockey was brilliant nonetheless. The Canada Games tournament featured Nova Scotia’s Nathan McKinnon, who is from Cole Harbour, attends Shattuck-Saint Mary’s prep school in Faribault, Minnesota, and is often compared to some other hockey player from Nova Scotia.

During the game, a fellow strolled in who runs Tim Hortons’ marketing for all of Atlantic Canada. Turns out he is from my hometown of Orilia and recognized me. I was shocked. Not just because he recognized me without my trademark Michael Jackson afro. Nor because he recognized me without my trademark velour shirts. Nor because he recognized me even though I have grown many inches since high school. No, I was shocked that two of us had jobs.

The core element of our catching-up was about the infamous “bow tie” éclair that Tim’s used to sell. Yep, for 25¢, I could have a “bow tie,” which featured a huge pastry, whipped cream, chocolate sauce, and a cherry… and a drink. Me and my buddy used to stroll down after school and get one far too often. I blame them for stunting my growth.

When the beating by B.C. had finished, we were off to the pub. Many of those involved will remain nameless – some are clients, some are staff, others were down there on business and may work at the Hockey Hall of Fame. All were seen at the Split Crow… and the Lower Deck… and the Ale House… and Pizza Corner… and getting back to their hotel rooms at 5:04 in the morning. (Not me, honey, honest!) Along the way, we ran into Rod Black, who was providing these young athletes with glamorous TV coverage; Tie Domi, who was watching his son play for Team Ontario and trying to forget the night he spent in Calgary telling people I was Donald Brashear, and the amazing Catriona Le May Doan.

Donald Brashear

Catriona Le May Doan

The next day was decidedly quieter. Until I got to the Midtown Tavern for lunch and my friend Robert Logan had the proprietor send over his favourite lunchtime bevy. To be clear, Robert claims the advantage of this is that your beer doesn’t get warm because you don’t touch the glass. Really there are two things I want you to take away from this. One, don’t ever confuse Robert Logan with any other Atlantic Canadian, as he clearly doesn’t measure up. Secondly, if you are ever in Halifax… have lunch at the Midtown. It is an institution. And everybody has a beer in front of them. At lunch! What a concept.

Things got much, much noisier when I made it to Cole Harbour, and the very arena that Sid the Kid hones his skills in, for the gold medal ringette game. Have you ever seen ringette live? This was only my second time. Ironically both times in Nova Scotia. You have to see it to believe it. What a game.

Fast. Strategic. Intense. Let’s boot the Leafs out of the ACC and invite Team Ontario and Team Alberta to play a rematch. These young women battled their hearts out in one of the best sports events I have seen in months. I was perched just behind the Alberta parents and their energy could heat a pool. Unreal.

Cole Harbour Ringette

I am seriously going to find a local tournament next winter and take my sons to watch. If you have a daughter, give this sport a long look. The skating skills of these girls are insane!

After getting my bell rung, I hitched a ride in a cargo van with a volunteer who was transporting wheelchairs for a basketball team. What a great guy. I’m embarrassed I don’t have his name, but he lives in Nova Scotia and commutes to Mississauga on Mondays and home again Fridays. For work. Every week. Clearly the rest of us need to head to Nova Scotia and smell the roses! They must be worth it!

I was headed back to the gold medal hockey game, which B.C. won. After the game, I stood in the arena until there were no fans left and the equipment managers were picking stuff off the ice from the post-game celebration. I watched a parcel of parents hug, high-five, and congratulate each other. I was so jealous. There are no higher drugs than being part of a championship moment. Their sons had just won a Canada Games gold medal. Those 16-year-old boys were elated at what they had accomplished. But it will be years before they realize that the emotions in their moms and dads were many times their own.

If I had gone home to bed, my trip would have been considered highly satisfying. However, the Lower Deck called my name and it was back for another Sociable at the bar! Met some old friends there, including Michelle and Katrina from the B.C. mission staff. Met some new friends there, including Ryan from Ottawa who grew up with one of my key staffers. Got to watch autograph hounds quiz Catriona and ask her for pictures. The #1 comment? “You look taller on TV!” I asked Catriona if they knew that speed skaters wore skates when they competed. Oh, I think I’m so smart!

The next day, I had a lunch chat with a buddy from Halifax who filled me in on all the gossip and then I zoomed to the airport. Flew home next to the mom of one the hockey referees. She had gone all the way from Waterloo to see her son referee in Halifax. At 22, his selection to the Canada Games was quite an honour.

Yes, Halifax was fun. But the Games are serious business. Seriously important to our culture.

http://www.lacostered.com

The 2010 Canadian Sponsorship Forum will be held March 19-21 in Whistler and along with a superlative agenda of speakers and presenters, will offer delegates the opportunity to experience the 2010 Paralympic Winter Games from up close, including priority seating for the gold medal sledge hockey final and the spectacular closing ceremonies.

Forum Chair Mark Harrison is excited about partnering with the Canadian Paralympic Committee, saying “Whistler will be a great setting and our delegates will be fully immersed in the Paralympic Games, and able to see first-hand how an event like that is staged, marketed, and supported.”

Chief Operating Officer of the Canadian Paralympic Committee Brian MacPherson added, “The Canadian Paralympic Committee is proud to be a partner with the 2010 Canadian Sponsorship Forum and looks forward to showcasing paralympic sport by exposing Canada’s sponsorship and marketing leaders to the 2010 Paralympic Games.”

The Canadian Sponsorship Forum is unique in the sponsorship/marketing industry as it runs parallel to some of the country’s largest and most prestigious sponsorship events, and the 2010 Forum brings the conference back to British Columbia for the first time since the inaugural Forum in 2005 that took delegates to the Vancouver Grey Cup and its associated festivities.

Visit the 2010 Canadian Sponsorship Forum website at www.canadiansponsorshipforum.com

The 2010 Canadian Sponsorship Forum is being presented by TrojanOne Integrated Brand Activation, the Institute for Sports Marketing, and the Canadian Paralympic Committee.