TORONTO (April 15, 2025) — Canada Basketball has announced the launch of its 2025–28 Strategic Plan, outlining a bold vision to become the Best In the World and the Best For Canada as the organization builds toward the Los Angeles 2028 Olympic Games.

The four-year plan, titled "Best In. Best For.", establishes a clear roadmap to elevate Canadian basketball to unprecedented heights, on and off the court​.

“We believe basketball has the power to unite the country and inspire many generations of Canadians," said Michael Bartlett, President and CEO of Canada Basketball. "As we approach the next Olympic cycle, our mission is simple: pursue excellence at every level of competition, while ensuring the sport grows in a way that represents the values of our nation.”

Recognizing that sport continues to be a rallying force in Canada, and around the world, Canada Basketball has established a two-pronged ambition which serves as the foundation for its four-year strategy.  

• To be the Best In the World by consistently achieving excellence on international and domestic stages; and
• To be the Best For Canada by fostering inclusive, accessible, and values-driven basketball experiences on home soil.

At the heart of the strategic plan are four priority pillars which will guide the operations for the organization over the next four years:

• Podiums (High Performance): Strengthening Canada's medal potential across global competitions, including the Olympics, FIBA World Cups, and World Championships.
• Properties (Sustainable Funding): Diversifying revenue streams and reinvesting in winning advantages to drive future success​.
• Participation (Domestic Development): Expanding access and participation in basketball across the country, with an emphasis on youth engagement and system alignment.
• Purpose (Leadership and Governance): Building a strong, connected basketball ecosystem rooted in equity, diversity, inclusion, and safe sport.

Key targets for the new strategic cycle include:

• Reaching the podium of FIBA and Olympic Tournaments
• Continuing to climb the FIBA world rankings
• Growing youth participation and membership nationally
• Increasing the size and engagement of the Canadian basketball fan base
• Strengthening leadership pathways and governance models across the sport​

“We expect to be best in the world, on the court and we expect to be best for Canada, off the court,” said Bartlett. “We are excited to invite Canadians to join us in sharing this ambition and to rally behind our organization and basketball in Canada, from coast-to-coast-to-coast.“