Survey says the high cost of organized sport is seen as number one barrier for parents and 67 per cent say they know someone who has not been able to enrol their child in sports due to the cost 

TORONTO, May 25, 2011 /CNW/ - On Saturday, May 28, Canadian Tire, Mark's and Gas+ locations across Canada will join together for the third annual Jumpstart Day. This one day will help up to 30,000 children get off the sidelines and into the game this summer. For every $1 customer donation, Canadian Tire Corporation will turn it into $3, which will help the one in three families in Canada that cannot afford to enrol their child in organized sport.

A recent Vision Critical/Angus Reid survey commissioned by Canadian Tire Jumpstart Charities found that the number one reason children are not participating in sports is cost.  One third (34 per cent) of Canadian parents surveyed reported price has been a barrier to enrolling their child in sport. A further 67 per cent indicated that they know someone, whether family member, friend or neighbour, who has had the same experience. Yet, despite the price barriers, 94 per cent of parents believe participation in sports increases a child's chance for success, which explains why most families in Canada (70 per cent) plan and save for the cost of enrolment.

"Research clearly shows that cost is the number one barrier to giving kids the chance to participate in sports," says Dan Thompson, president, Canadian Tire Jumpstart Charities. "Every child deserves the chance to run, play and experience the camaraderie of being part of a team. I encourage Canadians to visit their local Canadian Tire store on May 28 to get involved in the event, play a game, and support Jumpstart."

Benefits of play go beyond just being active

Physical activity and the act of playing are among the greatest benefits of sport and recreation, yet the survey revealed that it's the memories and feelings children will carry for life. Parents listed feelings of achievement (24 per cent), camaraderie and friendship (32 per cent) and fun (24 per cent) as their favourite childhood memories of playing sports as a kid. With 71 per cent of parents indicating they are willing to fundraise in order to help kids play sports, Jumpstart Day offers Canadians a perfect opportunity to take action and help get kids off the sidelines.

"Jumpstart Day is an opportunity for parents to remember their experiences of playing sports as kids and to help us pass that experience to the next generation," says Thompson. "On May 28, give a small donation of $1 and Canadian Tire will give an additional $2 helping more kids make memories and grow their life skills this summer."

To commemorate the day, 45 Jumpstart Day proclamations will be made in cities and provinces across the country - encouraging Canadians to get involved by supporting organized sports for kids in their own communities. Events, games and fundraising activities will also be happening at Canadian Tire stores on Saturday, May 28.

Canadians can show their support online by going to Canadian Tire's Jumpstart Facebook group ( Canadians are also encouraged to follow Jumpstart on Twitter ( to learn about how Jumpstart is making a difference in communities across Canada.

About Canadian Tire Jumpstart Charities

Canadian Tire Jumpstart is a national charitable program that helps financially disadvantaged kids participate in organized sport and recreation by covering registration, equipment and/or transportation costs. Since 2005, Canadian Tire Jumpstart has helped give 330,000 Canadian kids the chance to play and is still growing. To lend your support, visit Canadian Tire Jumpstart at

About the Survey

This study was conducted with French and English Canadians 18+ with children aged 4-18 living at home.  Canadian Tire partnered with Vision Critical who used their Angus Reid National Omnibus panel and methodology.  The interviews were distributed on a representative basis by regions in Canada.  Fieldwork was conducted from April 29 to May 2, 2011 and a total of 2,026 respondents completed the 12-question online survey.   

/NOTE TO PHOTO EDITORS: The photo accompanying this social media release will be available at Images are free to accredited members of the media/

SOURCE Canadian Tire Jumpstart

For further information:

For more information or to schedule an interview, please contact:

Haley Greenberg
High Road Communications
T: 416-644-2298
M: 416-219-7930

Jennifer Hills
Canadian Tire
T: 416-480-3180
M: 416 520 3184

Profil de l'entreprise

Canadian Tire Jumpstart

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