The Ministry of Heritage, Sport, Tourism and Culture has launched several subcommittees to work with stakeholders to better understand the economic impacts of the COVID-19 pandemic on the Sport sector and support the sector with resuming operations after the health crisis is over.

Norm O’Reilly, professor and director of Lang’s International Institute for Sport Business and Leadership, will be joining three of the Minister’s subcommittees, which were created to support the Government in identifying opportunities to collaborate with the sectors in a sector-led response to the economic challenges caused by COVID-19 pandemic.

O’Reilly was invited to join the:

• COVID-19 Advisory Panel for Professional Sport
• COVID-19 Advisory Panel for Amateur Sport and Recreation, High Performance Sport subcommittee
• COVID-19 Advisory Panel for Growing the Economy Through Sport

The COVID-19 Advisory Panel for Professional Sport subcommittee will explore the prospective role in which Professional Sport Organizations can play in assisting amateur sport's recovery from COVID-19.

The High Performance Sport subcommittee of the COVID-19 Advisory Panel for Amateur Sport and Recreation will work to inform the Government’s strategy for 2020-2025, including contributions to the development of a sport plan and for re-opening Ontario after COVID-19.

The COVID-19 Advisory Panel for Growing the Economy Through Sport subcommittee will work to inform on the development of business continuity plans to help ensure a sustainable sport system over the next five (5) years. The subcommittee will work to provide ideas on short- and long-term sector-led approaches for responding to COVID-19 impact.

“The impact of COVID-19 on the Sport sector has been devastating. In fact, much of the industry has been stopped completely and it will be difficult to return to play once we get the green light to resume,” said O’Reilly. “However, with the support from the Ontario government, a sector-led response will not only help the industry bounce back, but to come back stronger, more innovative, and better than ever.”

“It is a privilege to be part of this process and to support an industry that is so near and dear to the Institute, our advisors, our students and myself.”

O’Reilly joins the subcommittees with an extensive research background as a leading scholar in the business of sport. He has expertise in a range of topics, including analytics, marketing, sponsorship, social media, sport finance, social marketing, tourism management, and management education.

Scott McRoberts, associate director of Lang’s International Institute for Sport Business and Leadership and director of athletics at the University of Guelph, will also be part of the Ministry’s subcommittee in the Safety in Sport. The subcommittee will work to inform the Government’s strategy on how to return to sport safely, with innovative approaches that ensure a long-term vision for safety in sport in Ontario.