Many Canadian kids don’t feel like they belong in sport. How can we change that? - Toronto Star

Jumpstart has partnered with ThinkSport and is looking to direct more of its $30 million in annual funding toward fixing systemic problems in the Canadian sport system.

Kids play soccer at a Jumpstart program in Saskatoon.

Sports can deliver lifelong benefits for kids who play. In Canada, many children are missing out because they feel they don’t belong.

Can a global community of tech firms, entrepreneurs and social innovators help make that happen for more Canadian kids?

Canadian Tire Jumpstart Charities, one of Canada’s largest private funders of youth sports, is betting the answer is yes.

It has partnered with ThinkSport, a Swiss organization co-founded by the International Olympic Committee, to put the question to its global network of organizations: “How might we build a sport community, including coaches, parents, teammates and others, that is so supportive that every young athlete feels they truly belong and can see themselves in the game?”

An open call for practical, scalable proposals launched Thursday and closes Nov. 22, with five finalists to be announced Dec. 10.

It’s the latest step in a strategic shift for Jumpstart, which is looking to direct more of its $30 million in annual funding toward fixing systemic problems in the Canadian sports system, rather than simply handing out grants so individual children can afford to play.

The group is known for spending millions on elite athletes. Now it’s trying to make sure there will be elite athletes.