With the Milano Cortina 2026 Winter Olympics approaching, the early betting markets rate Canada as one of the favourites to top the medal charts.

The best betting sites in Canada featured on comparison platform bettingtop10.ca are offering a vast array of markets on the upcoming winter sports extravaganza.

Confidence in Canada’s chances amongst sports bettors has been reinforced by the recent launch of Team Canada 2035, a sweeping 10-year strategic plan designed to keep the nation at the top of the tree.

The Canadian Olympic Committee (COC) formally announced the project in Toronto, unveiling a framework backed by more than $500 million in private investment over the next decade.

The funding will be driven largely by the organisation’s 39 marketing partners alongside donors from the Canadian Olympic Foundation. The scale of the plan underlines the COC’s intent to shift from short-cycle Olympic planning to a long-term national strategy.

A Three-Pillar Strategy to Elevate Canadian Sport

At the heart of Team Canada 2035 are three pillars that will guide investment and decision-making across the next ten years.

The Podium pillar targets top-five status in combined medal counts across both Summer and Winter Olympic Games. The Play pillar aims to engage one million additional young people in organised sport across Canada, while the Planet pillar commits the sport system to climate action and environmental responsibility.

These goals were developed through consultation with National Sport Organisations and key partners across the Canadian sport ecosystem. The intention is not only to improve results at Olympic Games but to strengthen the foundations beneath them.

The COC believes sustained success depends on a system that is better funded, better coordinated and more inclusive. Safe, accessible and barrier-free sport remains a central theme throughout the strategy.

David Shoemaker, chief executive officer and secretary general of the Canadian Olympic Committee, described the plan as a necessary step forward for Canadian sport.

“We believe Canada is a sporting nation at heart, and that sport matters to Canadians now more than ever,” Shoemaker said.

“This strategy cannot solve the immense funding gap that still exists in the sport system, but it does direct private dollars to areas where athletes will feel their impact most.”

He added that the plan challenges Canada to ‘think bigger about what sport can do for the country’, particularly as Milano Cortina 2026 approaches.

Investment, Participation and Climate Commitments

A major focus of Team Canada 2035 is sustained funding for National Sport Organisations, many of which continue to face structural and financial pressures.

The COC has also outlined new high-performance initiatives, including expanded training camps ahead of Los Angeles 2028 and the French Alps 2030.

Programmes such as RBC Training Ground will continue to identify and support future Olympians from non-traditional pathways. These initiatives are designed to broaden the talent pool while reducing reliance on narrow development pipelines.

Youth participation is another priority area, with the COC committing an initial $3.5 million to launch a participation incubator.

The incubator will work alongside National Sport Organisations to expand programmes and improve collaboration with equity-serving and Indigenous sport bodies.

Marketing partner initiatives, including the Bell Starting Line programme, will complement that work by targeting newcomer participation. The aim is to ensure that Olympic success translates into meaningful engagement at community level.

Climate action forms the third pillar of the strategy, reflecting growing awareness of sport’s environmental footprint. The COC has committed to reducing its carbon footprint by 50 percent by 2030, with net-zero ambitions by 2040.

Support will also be provided to athletes and organisations pursuing sustainability initiatives within their own sports.

Athlete-Centred Vision and Olympic Context

Team Canada 2035 places athletes at the centre of the system, both during and beyond their competitive careers.

The plan aligns existing initiatives such as Game Plan, mental health support services and direct-to-athlete funding programmes. It also builds on partner-backed schemes including the Petro-Canada FACE Programme, Air Canada Podium Programme and Sobeys Feed the Dream.

The objective is to support athletes holistically rather than focusing exclusively on medal outcomes.

Jacqueline Ryan, Chief Brand and Commercial Officer of the COC and CEO of the Canadian Olympic Foundation, emphasised the collaborative nature of the plan.

“Team Canada 2035 presents an exciting vision for sport in Canada, fuelled by the passionate support of our 39 marketing partners and COF donors,” she said. “We’re proud to support athletes across the country at every stage of their journeys, from grassroots to the Olympic stage.”

Her comments reinforced the commercial backing underpinning the strategy’s long-term viability. National Sport Organisations, including Volleyball Canada and Canada Snowboard, have echoed that support.

As Milano Cortina 2026 draws closer, attention will inevitably return to short-term results and medal tables.

Th betting markets tracked by BettingTop10 already reflect optimism around Canada’s prospects, particularly in ice hockey and other key winter disciplines.

However, the launch of Team Canada 2035 suggests the COC is thinking well beyond the next Winter Olympic Games.

The strategy represents an attempt to redefine success not just by medals won, but by the strength and sustainability of the system that produces them.