Canadian Teen Sports Consumption 2026: Why Hockey Leads and Basketball Rises
As Canadian teens shape the future of fandom, new data reveals hockey’s dominance, basketball’s rising momentum, and shifting trends that every brand marketer should watch heading into 2026.
Every marketer targeting Canadian youth faces the same challenge: which sports properties deliver the strongest connection with the next generation of consumers? With entertainment options multiplying and attention spans fragmenting, getting this decision right has never been more critical. Our latest data on Canadian teenage sports consumption reveals some compelling shifts that could reshape sponsorship strategies heading into 2026.
The numbers tell a clear story about where teen passion is heading
When we look at the metrics for Canadian 13-to-18 year olds, the landscape becomes remarkably clear. The data shows that more than 1-in-3 (36%) of Canadian teenagers reported intention to consume increased NHL content in the upcoming season - positioning hockey significantly ahead of all other major leagues for momentum with this coveted demographic.
But here's what's particularly interesting: MLB nearly matched its all-time high with 21% of teens planning to consume more baseball content. This surge directly correlates with the Blue Jays' strong regular season performance, demonstrating how on-field success translates into measurable youth engagement that extends well beyond the playoffs.
Current engagement reveals the true pecking order
The momentum numbers are just part of the story. When we examine overall engagement rates, the NHL's dominance becomes even more pronounced. 63% of Canadian 13-to-18 year olds currently engage with the NHL - creating a substantial 13 percentage point gap to the next-nearest league.
The battle for second place remains intensely competitive. Our early 2025 data shows the NBA and NFL in a virtual dead heat, with 50% of teens engaging with the NBA and 49% engaging with the NFL. This tight race represents a significant opportunity for brands, as both properties maintain strong resonance with Canadian youth despite hockey's clear leadership position.
Meanwhile, both football leagues are showing some concerning softening in early 2025 among teenagers, suggesting that initiatives like flag football and youth development programs may need increased investment to maintain connection with this valuable audience.
The young adult perspective adds crucial context
What happens when those 13-to-18 year olds become 19-to-24 year old consumers? The data reveals fascinating insights about generational preferences. Among young adults, 61% engage with the NHL compared to 53% for the NBA – maintaining hockey's lead but with a significantly smaller 8 percentage point gap.
This pattern suggests something important: the generation that experienced their formative teen years during the Raptors' 2019 championship run maintains a stronger connection to basketball as they enter adulthood. The NBA's elevated performance with 19-to-24 year olds represents the lasting impact of that cultural moment.
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Strategic implications for Canadian marketers
The data points to several actionable strategies for brands and rights holders:
Leverage hockey's youth dominance strategically. With 36% of teens planning to increase NHL consumption and 63% already engaged, hockey represents the strongest foundation for reaching Canadian youth. The NHL's momentum advantage creates immediate opportunities for brands seeking maximum youth penetration.
Consider the NBA's young adult strength. For brands targeting the 19-to-24 demographic, the NBA's smaller gap with the NHL (8 points vs. 13 points with teens) suggests basketball sponsorships can deliver comparable passion points with this slightly older but equally valuable audience.
Monitor the football opportunity. Both the NFL and CFL's softening with teenagers signals potential market share availability. Brands willing to invest in youth engagement initiatives within football properties may find less competition and more opportunity to establish strong connections.
Plan for generational transition. The data suggests we're witnessing a shift where the current teen cohort shows stronger NHL preference than their slightly older siblings. Brands should anticipate this group maintaining their hockey-first preferences as they age into prime consumer years.
Our measurements consistently show that sports properties experiencing momentum with youth demographics tend to maintain that advantage as those consumers mature. The Raptors championship created a lasting NBA connection that we can still measure five years later among young adults, while current teens are signaling even stronger hockey preferences that will likely persist into their twenties.
Ready to dive deeper into how these teenage sports consumption trends can inform your Canadian sponsorship strategy? Our team specializes in translating youth engagement data into actionable partnership recommendations. Connect with the SponsorPulse team to explore how these insights can optimize your Canadian sports marketing investments for maximum youth impact.
