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What We Can Learn from the Power of Sport

Today, welcoming others to our homes, communities and traditions is more important than ever. And to continue to grow and thrive, we not only need to welcome others, but embrace the opportunity to push ourselves, to stretch our thinking and to do things differently.

From March 4 to 12, St. John’s, NL, welcomed thousands of people from around the world to the 2017 Brier, Canadian men’s curling championship. While every curling fan was focused on the action on the ice, NATIONAL also wanted to reflect on what sport can mean to a community, and to communicators. 

Events like the Brier open the door to communication between people and places that might not otherwise meet. It’s an opportunity to connect over a shared interest and passion. It gives us a chance to welcome others to our streets, our homes and our traditions. And it gives communicators a chance to tell those stories.

Take Come From Away, a musical based on the welcome and shelter Newfoundland and Labrador’s gave to stranded people and pets during the catastrophic events of 9/11, that opened this past weekend in New York. It’s a story of all the welcomes that made a difference that day. That stuck with people and connected them across borders and time. 

The Brier is another moment of connection. And while we cheer each other on and strive for greatness in sport, barriers start to disappear. It’s a story we wanted to tell.