The awards, which were launched in 2000, recognise excellence in marketing and sponsorship activities over the previous year.

"It’s an incredible honour for the COC to have been named Property of the Year," said Jacquie Ryan, chief brand and commercial officer of the Canadian Olympic Committee and chief executive of the Canadian Olympic Foundation.

"2021 was a transformational year for Team Canada both on and off the field of play.

"This award is proof not just of the strength of the Team Canada brand, but also the strength of our tremendous team at the COC, along with our many corporate partners.

"Congratulations to COC partners Lululemon, RBC, Sobeys, Kraft, and General Mills for also taking home Olympic campaign awards at the SMAs.

"I'm looking forward to building on this momentum as we look towards Paris 2024 and beyond."

In 2021, the COC had 25 domestic and 11 international sponsors.

Last year, the rescheduled Tokyo 2020 Olympic Games also "provided an opportunity for the Team Canada brand to fulfil its mission of bringing Canadians across the country together through the power of sport."

The Team Canada app was developed and downloaded more than 140,000 times.

The COC re-invests 70 per cent of its funds, which are predominantly raised by its sponsors, back into the country's sport system.

"The COC also prides itself in working closely with its partners in creating long standing, purpose-driven activations such as the Lululemon future legacy bag, Bell Athletes Connect programme, Game Plan powered by Deloitte, and the Petro-Canada face programme, that result in significant impact and legacy on the Canadian sports landscape and the next generation of Canadian athletes," read a COC statement.