Sport Information Resource Centre

What Sport Information Resource Centre does

Sport Information Resource Centre (SIRC), founded in 1973 and headquartered in Ottawa, is a Canadian non-profit designated as the country's national sport resource centre. It serves Canadian sport organizations, coaches, athletes, sport administrators, and government agencies through a centralized digital platform at sirc.ca that aggregates sport research, policies, news, and events across eight topic areas: Safety in Sport, Leadership and Governance, Reconciliation, Inclusion, Athlete Development, Coach and Official Development, Canadian Sport Policies, and Canadian Sport 101.

The core product is the sirc.ca platform, which bundles the SPORTDiscus academic sport literature database (delivered through an EBSCOhost integration), the daily Canadian Sport Daily newsletter, the quarterly SIRCuit publication, the Sport Intelligence podcast, and a job and event board for the sport sector. Underlying technology is a content aggregation and distribution stack rather than a proprietary AI or analytics platform; SIRC's differentiation rests on the depth and longevity of its Canadian sport archive and its institutional role as a knowledge mobilization hub. The organization has 1-10 employees.

SIRC's commercial model combines a Premier Subscription tier (annual billing, pricing not publicly disclosed) for organizations needing premium research and evaluation services, transactional job and event posting fees, and content syndication revenue from Canadian National Sport Organizations such as Hockey Canada, the Canadian Paralympic Committee, Speed Skating Canada, Tennis Canada, Commonwealth Sport Canada, and the Canadian Olympic Committee Athletes' Commission, all of which publish through SIRC's platform. Complementary revenue-adjacent activities include Research and Evaluation Services, Knowledge Mobilization Services, Community Outreach, and Sport Participation Research. Funding is also likely supplemented by government grants given SIRC's alignment with Sport Canada initiatives, including the Community Sport for All Initiative and programs for women coaches. No funding rounds, ownership transactions, or financial disclosures are available in the source data.

Name

Sport Information Resource Centre

Legal name

Sport Information Resource Centre

Website

https://sirc.ca

Company type

Private

Founded year

1973

Operating status

Operating

Headcount range

1–10 employees

Short description

Sport Information Resource Centre (SIRC) is a Canadian non-profit founded in 1973 that operates as the country's national sport resource centre, providing sport organizations, coaches, athletes, and administrators with research access, news distribution, publications, and professional services.

Ownership category

akta.pro rank

Product category

Sport Knowledge & Research Services

NAICS

Professional Organizations (813920), Professional, Scientific, and Technical Services (541)

SIC

Services-Membership Organizations (8600), Services-Educational Services (8200)

akta.pro primary industry

Professional & Business Networking Communities (MPACAJAB)

Keywords

• Sport knowledge mobilization
• Sport research services
• Sport resource centre
• Sport industry database
• Sector workforce services

Headquarters

HQ city

Ottawa

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Premier Subscription: SIRC offers a Premier Subscription service providing enhanced access to research and evaluation services, premium content, and specialized resources for sport organizations and professionals.
2. Job Posting Services: Organizations can post job listings to reach SIRC's network of sport professionals, administrators, coaches, and volunteers across Canada.
3. Content Syndication and News Distribution: SIRC aggregates and distributes sport news, events, and knowledge content from Canadian sport organizations to its national audience.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

SIRC is Canada's national sport resource centre, providing centralized access to sport research, policy, news, and professional resources through its digital platform at sirc.ca. Core offerings include the SPORTDiscus research database, the SIRCuit quarterly publication, the Canadian Sport Daily newsletter, the Sport Intelligence podcast, and tailored Research & Evaluation, Knowledge Mobilization, and Community Outreach services for Canadian sport organizations, coaches, and administrators.

Product overview

The Sport Information Resource Centre operates SIRC.ca as a unified digital platform providing Canada's national sport community with research databases, publications, news aggregation, and professional services. The core platform offers access to the SPORTDiscus research database, the quarterly SIRCuit publication, the daily Canadian Sport Daily newsletter, and the Sport Intelligence podcast. The platform supports the sport sector through Research & Evaluation Services, Knowledge Mobilization Services, Community Outreach, and Sport Participation Research. Supporting services include a job board, event posting, news posting, and the Premier Subscription tier. Resources are organized across eight topic areas: Safety in Sport, Leadership & Governance, Reconciliation, Inclusion, Athlete Development, Coach & Official Development, Canadian Sport Policies, and Canadian Sport 101.

Differentiator

Problem solved

Functional benefit

Brands

• Canadian Sport Daily: Daily newsletter delivering the latest news and knowledge in Canadian sport to subscribers' inboxes.
• SIRCuit
• Sport Intelligence
• SPORTDiscus

Products and services

• SIRC.ca Platform SIRC's primary web platform serving as Canada's national sport resource centre, providing access to research, news, publications, job postings, event listings, and educational resources across eight key topic areas including Safety in Sport, Athlete Development, Inclusion, and Reconciliation.
• SPORTDiscus Database Comprehensive research database providing access to sport-related academic journals, articles, and professional literature, accessible to SIRC subscribers through the EBSCOhost platform.
• SIRCuit Quarterly Publication SIRC's quarterly publication featuring in-depth analysis of relevant and timely topics in Canadian sport, providing knowledge mobilization to the sport sector.
• Canadian Sport Daily Newsletter Daily newsletter delivering the latest news, events, jobs, and knowledge in Canadian sport directly to subscribers' inboxes, reaching sport professionals coast to coast to coast.
• Sport Intelligence Podcast SIRC's podcast offering insights into the inner workings of Canada's vibrant sport sector, providing an all-access perspective on Canadian sport.
• Research & Evaluation Services Customizable research and evaluation services spanning design to data analysis, using both quantitative and qualitative methods. Services range from standalone offerings to comprehensive packages for sport organizations.
• Knowledge Mobilization Services Services focused on mobilizing sport research and knowledge to stakeholders across the Canadian sport sector.
• Community Outreach Outreach services connecting SIRC's network and resources to communities across Canada's sport sector.
• Sport Participation Research Research services focused on sport participation data and trends in Canada.
• Premier Subscription Premium subscription service offering enhanced access to research, evaluation services, and specialized resources for sport organizations and professionals in the Canadian sport sector.
• Job Board Posting Service Platform service for organizations to post job opportunities to SIRC's audience of sport professionals, reaching more than a thousand sport professionals daily across administrators, coaches, volunteers, and other Canadian sport roles.
• Event Posting Service Service allowing organizations to post events to SIRC's platform for promotion throughout the Canadian sport sector.

Quantifiable outcome

• Reaches more than 1,000 sport professionals daily through job board
• +1 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Partnerships

Eight partnerships are on record, tiered core and minor.

• EBSCOcoreTechnology or IntegrationSIRC partners with EBSCO to provide SPORTDiscus database access, enabling users to search academic and research-level sport literature through EBSCOhost platform.
• Speed Skating CanadacoreGTM or Marketing PartnerSpeed Skating Canada uses SIRC as a primary distribution channel for news, events, and sport participation updates to the Canadian sport community.
• Hockey CanadacoreGTM or Marketing PartnerHockey Canada distributes news and announcements through SIRC's platform, reaching over 270 published items and connecting with sport professionals nationwide.
• Canadian Paralympic CommitteecoreGTM or Marketing PartnerCanadian Paralympic Committee publishes news and Para sport updates through SIRC, with 95+ news items distributed to Canadian sport audiences.
• Tennis CanadaminorGTM or Marketing PartnerTennis Canada distributes news about Canadian tournaments and events through SIRC's platform.
• Commonwealth Sport CanadaminorGTM or Marketing PartnerCommonwealth Sport Canada uses SIRC to distribute news about coach development programs and athlete initiatives.
• Canadian Olympic Committee Athletes' CommissionminorGTM or Marketing PartnerCOC Athletes' Commission publishes athlete-related announcements through SIRC's platform.
• Sport CanadacoreStrategic or Co-development PartnerSIRC supports Sport Canada initiatives including the Community Sport for All Initiative and programs for women coaches, serving as the national knowledge mobilization hub for government sport policies.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Regional players

• Sport England: UK national body for sport, operating as a knowledge and resource hub for English sport organizations and participants. Comparable to SIRC in mandate and operating model, but serving a different national geography.
• Sport New Zealand: New Zealand's national sport agency providing research, resources, and policy guidance to sport organizations, comparable in mandate to SIRC though serving a different geography and population.
• Sport Australia: Australian national sport agency with research, policy, and resource-distribution functions similar to SIRC's, but operating across the Australian sport ecosystem rather than Canadian.
• UK Coaching: UK-based non-profit serving coaches and sport professionals with development resources and educational content, directly comparable to SIRC's Coach & Official Development focus, but UK-focused.

Emerging players

• True Sport (Canadian Centre for Sport and Ethical Standards): Canadian initiative providing sport-values education and resources, overlapping significantly with SIRC's inclusion and ethics content collections but focused more narrowly on values-based programming.

Broad incumbents

• Sport Canada: Federal government branch responsible for sport policy and funding. Functions as SIRC's primary strategic partner and the broader institutional context in which SIRC operates; comparable as the dominant national sport-knowledge authority.

Others

• EBSCO Information Services: Database and research-platform provider powering SPORTDiscus access on SIRC's behalf. Not a competitor but a critical infrastructure and content partner whose platform enables SIRC's core database offering.

Direct peers

• ParticipACTION: Canadian non-profit promoting sport and physical activity participation through national campaigns and research. Comparable to SIRC as a federally-aligned non-profit aggregating Canadian sport knowledge and serving a national audience.
• Canadian Centre for Ethics in Sport: Canadian non-profit providing sport-specific policy, education, and resources — most notably on safety, integrity, and inclusion. Highly comparable to SIRC's topic-driven resource model for the Canadian sport sector.
• Coaching Association of Canada: Canada's national coaching body, directly comparable to SIRC as a non-profit serving Canadian sport professionals with certification, education, and resource content. Both organizations operate as knowledge-mobilization hubs for the Canadian sport ecosystem.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/SIRCtweets
• Facebookfacebook.com/sirc.canada
• LinkedInlinkedin.com/company/sirc_2

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Sport Information Resource Centre