Digital Media Kit: True Sport Lives Here Manitoba

About the Launch of True Sport Lives Here Manitoba

May 17, 2016, Winnipeg, MB – Seven local organizations have joined together to launch True Sport Lives Here Manitoba, an initiative aimed at responding to the negative public perception of sport. This comes following the 2015 Attack on Sport Forum at the University of Winnipeg, which explored challenges facing the province’s sport community amid increasing reports of bullying, harassment and doping, and national studies showing declining participation in sports due to related factors.

True Sport Lives Here Manitoba Launch Video


“The consensus that came out of the Attack on Sport forum was that sport needed to respond to the negative public perception of sport. We looked for a campaign that would clearly promote the positive benefits of sport, one that would engage all sports throughout Manitoba and whose success could be measured. We didn’t have to look very far to find True Sport.”

Calvin Hawley, Vice President of Baseball Manitoba

“We are proud to support the first province-wide True Sport Strategy here in Manitoba. This collaborative commitment to values-based and principle-driven sport is a great example of how True Sport lives from the playground to the podium. When sport is fair, inclusive and fun, Canadians and their communities are able to reap the many benefits associated with a positive sport experience.”

Karri Dawson, Executive Director of the True Sport Foundation

“Sport Manitoba looks forward to working with our partners in sharing the True Sport message with the greater Manitoba sport community. Good sport can bring so many positive things to a community. True Sport is another valuable tool  as we continue our work with our sport partners and the tremendous network of athletes, coaches, officials and volunteers in Manitoba.”

Greg Guenther, Senior Manager Sport Development, Sport Manitoba

“The principles and values of the True Sport Lives Here Manitoba just make sense. Every parent wants his or her child to compete in a positive, character­-building environment, which can have a lasting impact. We forget that participating and competing in sport should ultimately be one thing: Fun. We need to give sport the respect that it deserves. Respect for each other on the fields, on the ice and in the stands.”

Dr. Glen Bergeron, Acting Dean of the Gupta Faculty of Kinesiology and Applied Health at the University of Winnipeg

“Having the Wesmen program become part of the True Sport movement and adhering to the principles of True Sport was an easy decision. These principles are already reflected in our Wesmen Code of Conduct. We believe these principles should form the basis for all of amateur sport, and the Wesmen program is proud to be a part of True Sport Lives Here Manitoba. We are happy to say that the Wesmen way is the True Sport way.”

Dave Crook, Acting Athletic Director at the University of Winnipeg

True Sport in a High Performance Context

There comes a point in competitive sport where the True Sport values of excellence (Go for It) and inclusiveness (Include Everyone) may appear to be in conflict.  How are they reconciled in the high performance context?

“Where it is clear that a selection must take place for a team or event, it is the process of selection that must adhere to the True Sport values. In particular, selection should be absolutely transparent. The criteria should be published in advance and be as objective as possible within the constraints of the sport.

“In practice, this means that an NSO publishes a selection document early in the season so all athletes and coaches know on what elements they will be judged. It means that specific performance criteria are developed, and that where the coach’s discretion comes in to play, it does not do so in the form of favouring family, athletes of a particular race or sexual orientation or any other criteria not specifically mentioned in the policy.

“It also means that we, as supporters and service providers, must act with absolute respect for the hopes and efforts of the athletes with whom we come in contact. The time the athletes devote to their task must be respected. There is no greater sin for a coach or administrator than to place the very short time the athlete has at the pinnacle of their athletic abilities in anything other than top priority. Those individuals or organizations willing to trade a quadrennial of an athlete’s career for anything other than helping them realize their dreams are not adhering to True Sport principles.”

Jeff Powell, General Manager, Canadian Sport Centre Manitoba

About True Sport

True Sport is a series of programs and initiatives designed to give people, communities and organizations, from grassroots to high performance, the means by which to leverage the many benefits of sport from a platform of shared values and principles. To achieve this, True Sport promotes seven principles: Go for It, Play Fair, Respect Others, Keep it Fun, Stay Healthy, Include Everyone, Give Back.

About the Attack on Sport Proceedings

On February 5, 2015 diverse and interested parties in the sport community convened at the University of Winnipeg for the “Attack on Sport –A changing Landscape” public forum. Representatives included athletes, teachers, coaches, administrators, officials, students and academics to reflect on the challenges and opportunities that amateur sport faces in today’s changing times.

Attack on Sport Video