In 2016, Canadian university sport went through a historic rebrand, including a move from the nation’s capital in Ottawa to Toronto, and the launch of a new digital identity. Three and a half years in, U SPORTS has made tremendous strides into achieving its goal of giving its 20,000 student-athletes, 56 member institutions, and 21 national championships the visibility, appreciation and reward they deserve.
Collectively, 8,000 games of university sport are played across Canada every year, stretching more than 7,000 kilometres coast-to-coast from Victoria, British Columbia on the Pacific Ocean to St. John’s, Newfoundland on the Atlantic.
U SPORTS has a vision to “provide exceptional experiences which empower today’s student-athletes to be tomorrow’s leaders.” FISU Volunteer Leaders Academy participant Kristian D’Amore spoke to U SPORTS’ Chief Sport Officer Lisette Johnson-Stapley who said, “Academics are an extremely important part of the student-athlete experience in Canada. We want to provide an opportunity for Canadians to stay at home and continue their athletic and academic careers with equal, if not sometimes better, environments for success as in the NCAA.”