How Media Coverage Is Fueling Canada’s Sports Comeback
Canadian sport is in the middle of a real momentum shift, and the data is starting to tell a powerful story. As we look toward Milano Cortina 2026, Canadians aren’t just watching more sport… they’re reconnecting with it.
Olympics Fandom Is Rebounding
Since the Vancouver 2010 Games, the sport landscape has transformed. Globalization, new formats, and new disciplines have given Canadians more high-performance sport options than ever before. Along the way, Olympic fandom softened from the highs of the 2010–2016 run, when several Games were held in North American–friendly time zones.
But after three consecutive Games in Asia, Paris 2024 marked a turning point. With an event closer to home and more accessible for Canadian viewers, we saw a clear rebound in Olympic fandom. The interest is rising again, and the data shows that national visibility continues to play a major role in driving fan engagement.
Youth Sport Participation Hits a New High
The second chart in our report explores youth sport participation and the story here is just as compelling.
After years of pandemic-related disruption in schools, community programs, and recreation facilities, youth participation dipped below 70%. But the recovery has been strong. More than 3 in 4 Canadian households now report children participating in sport in 2025, reflecting renewed efforts to re-energize youth activity across the country.
Families are getting back into organized and casual play, and media visibility is helping inspire that return by bringing sport back into daily conversation, culture, and screens.
See the Full Picture in the Report
These two charts are just a small glimpse into Inspiring the Next Generation: How Media Coverage Fuels Canadian Sports Dreams - a new report that explores how Canadians are reconnecting with sport ahead of Milano Cortina 2026.
Inside, you’ll find deeper insights on:
Rising youth participation and what’s driving it
The power of national broadcasts to spark fandom and engagement
Growing Olympic momentum across the country
📥 Download the full report to see all the data and insights shaping the next chapter of Canadian sport.
