The countdown is on. In five short weeks, thousands of people from across the country will make their way to St. John’s, Newfoundland for the 2025 Canada Summer Games. Showcasing young athletic talent on a national stage, the Games inspire personal growth and connections that endure for generations. And it’s all made possible through the collective effort of government, volunteers and business communities.

The largest multi-sporting event in the country, the opening ceremonies on August 9 will launch 14 days of competition between young athletes representing each province and territory.

Kim Keating, board co-chair of the 2025 Canada Games Host Society, said this year will be the largest Games yet with nearly 6,000 athletes, coaches and other staff. When you also factor in over 1,000 VIPs and government representatives, 500 technical officials, 300 staff and 5,000 volunteers, it’s clear that St. John’s will be bustling.

Of course, an event of this scale involves a lot of careful planning. Keating has been part of the process since St. John’s placed a bid to host the 2025 Games about six years ago. The Host Society was formed in 2021 and now has a staff of over 70. Part of the planning involved 25 capital project investments, and Keating said nothing would be possible without the generous support of the government and business community.

“We’re tremendously grateful for the support we’ve received. This has been a long journey, and knowing your community is behind you is really encouraging”, commented Keating. She said this year’s Summer Games now have over 80 sponsors providing financial and in-kind support. Partners range from national energy companies to small local businesses offering products and services.

The first sponsor for the Games in Newfoundland and Labrador was Fortis, one of North America’s largest energy companies. Jessica Fisher, senior manager of corporate communications, said the organisation “came out of the gate hot” at the Games’ Elite Partner level with a $1 million contribution. Benefits of their investment include presenting rights for all athletic events and naming rights for the new athletics facility built for the Games, the Fortis Canada Games Complex.

Fortis’s main motivation for sponsoring the Games is to be part of the legacy it will leave on local communities. Fisher said even though it was over 50 years ago, many still talk about the last time St. John’s hosted the Summer Games. Like the Works Aquarena swimming facility that was constructed when St. John’s played host in 1977, families and athletes will benefit from this new sports complex for years to come.

Fortis sees supporting the Games as more than a simple donation. It’s a true partnership. Since announcing its support in 2023, it has met with the Host Society weekly to help with planning. The Fortis team will be present at all athletics events, with activation experiences planned to engage with athletes and spectators. “It’s been exciting and created a lot of buzz internally,” said Fisher. “We don’t often get to work on initiatives so big, and we can’t wait to see it come to life.”

Mayor Danny Breen said the entire City will be buzzing throughout August. With thousands of expected visitors, projections estimate a significant economic impact of $110 million in spending on hotels, restaurants, bars, transportation, experiential tours and more.

Outside of the big event, many visitors are expected to extend their stay to enjoy St. John’s and see the rest of the province. Plus, Mayor Breen explains that this influx of tourists will have a lasting impact. “We’re one of those places people can’t wait to revisit,” he commented. The significant capital investments in sporting facilities throughout St. John’s and its surrounding areas will also benefit local communities long-term.

Breen is impressed with the support of businesses and collaboration between surrounding municipalities. While St. John’s will be the main hub of activity, events are also scheduled in Mount Pearl, Conception Bay South, Paradise, Holyrood and Logy Bay-Middle Cove-Outer Cove. “It’s truly a community effort.”

Supporting its local community is a major reason why Banished Brewing chose to be a Games sponsor. Owner Craig Farewell said their team had to take advantage of the opportunity to be part of such a unique event. An avid sponsor of local sports, partnering with the Summer Games just made sense. In addition to a combined financial and in-kind product sponsorship, Banished offered its space to be an official hub for events in Paradise and launched Banished Light as the official beer for the Games. They’ve even hosted bi-monthly information sessions to encourage volunteering and other businesses to support the Games.

Being a relatively new business, Banished will gain awareness locally and potentially across the country from its involvement. Farewell said they’re committed to working with the Host Society to make these the best Games ever. “Newfoundlanders are extremely hospitable by nature”, he commented. “We want everyone who visits to have a memorable experience and to leave wanting to come back again and again.”

For Browning Harvey, the chance to showcase Newfoundland and Labrador played a major role in its decision to sponsor the Games. In addition to a financial contribution, the province’s major beverage manufacturer is providing in-kind donations of Gatorade powder, cups, bottles, coolers, towels and mixing bins, as well as the use of a vehicle wrapped in Canada Games and Browning Harvey branding.

Anna Patten, director of marketing and community relations, said the organisation tries to support as many community events as it can. However, being able to highlight its home province to the rest of Canada and support the next generation of athletes made this partnership particularly special. Their team will attend many events throughout the Games and has activations planned for two specific sports. “I encourage everyone to get out and support our athletes by volunteering or attending the games,” she added.

Also wanting to be part of the story, Atlantic Canadian law firm McInnes Cooper decided to sponsor the Games as part of its regional social responsibility program. Geoffrey Spencer, office lead partner in St. John’s, said supporting its local community is a big part of their corporate culture. “We think it’s really important to give back to the community in which we work and live”, he commented.

McInnes Cooper’s sponsorship of in-kind legal services has helped the Host Society with venue preparation, contractor agreements, employee hiring and other legal matters tied to the Games. Many of the firm’s team members will volunteer throughout the event, welcoming athletes as they arrive and executing activations during golf competitions. Spencer said the team is excited to welcome new visitors to the province for the big event.

As the countdown to the 2025 Canada Summer Games continues, it’s clear that the event is more than a sports competition. It’s an investment in the future. Without the collective effort of Games representatives, government, volunteers and businesses, large-scale events like this couldn’t happen. This support will elevate Newfoundland and Labrador on a national level and leave a lasting legacy on the province.

 

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