Opening Plenary - The Value of Sport

Sponsored by Tourisme Montréal

Sport tourism drives economic impact, community vibrancy, and destination reputation — but securing investment requires a strong, evidence-based case. This session offers practical strategies to justify funding, articulate ROI, and align event investment with public and private priorities. With insights from government, national sport organizations, and international leaders, participants will learn proven approaches to building investment models that deliver both impact and long-term legacy.

Discussion Points

• Government’s role in balancing public investment with community benefit.

• NSO insight into partnership expectations and shared value.

• International funding models and global best practices.

• Cross-sector collaboration to unlock new funding pathways.

• Legacy-focused investment that strengthens long-term outcomes.