Milano Cortina recapped: positive momentum for the Olympic Games in Canada
The positive signals we saw before the 2026 Games translated into real results at this year’s Winter Games: in Canada, Olympic momentum converted into meaningful scale for rights holders and sponsors.
Why Milano Cortina Signaled a Strong Return for Olympic Engagement in Canada
Ahead of Milano Cortina, we saw clear signals that Canadian audiences were poised to deliver a strong Olympic showing see our work from 2025 here. A friendlier time zone, the return of NHL players, and the growing star power of women’s professional athletes all suggested that Milano Cortina would mark a return to form for the Olympics in Canada.
Those rising signals in media momentum and fan interest proved to be accurate indicators of how strongly the Games would resonate. With the event now behind us, the evidence is clear: Milano Cortina delivered the kind of reach and engagement that keeps the Olympics highly relevant to the sponsorship and sports business community.
IMI/SponsorPulse data showed strong post-Games results. The strongest indicators were not just about reach, but about the quality of audience connection and the strength of the viewing experience:
Compared with the 2022 Beijing Winter Olympics, the share of Canadians who qualify as avid fans increased by 8 percentage points.
That lift pushed fandom back to levels last seen in Quebec in 2018.
Perceptions of broadcast production reached their highest point since Tokyo 2020.
For brands, that combination matters. Stronger fandom and a better viewing experience are exactly what help premium sports properties convert attention into measurable audience value.
CBC’s own reporting (https://solutionsmedia.cbcrc.ca/en/olympic-and-paralympic-games/milano-cortina-2026/results) reinforces that conclusion and shows just how broad the audience was across platforms:
Almost 31 million Canadians — 76% of individuals 2+ — tuned in on an English or French Olympic Network.
Canadians watched more than 42 million hours of content across CBC/Radio-Canada digital and streaming platforms.
Remarkably, that total was up 44% versus Paris and up 378% versus Beijing.
Taken together, those numbers point to a Games that broke through across both traditional and digital viewing, giving partners meaningful proof of audience scale in Canada.
The next question is whether that strength will carry into LA28. With the Games coming to North America and the program featuring a mix of established marquee moments and exciting new events, the conditions are there for another major audience story in Canada. If Milano Cortina confirmed that Olympic interest remains strong, LA28 could push it even further.
We’ll be tracking anticipation closely in the lead-up to the next Games: our research shows nearly 2-in-3 (63%) of Canadians are aware of LA 28, which is 1.7X the typical awareness for an upcoming Games.
