1. Lise, why was it important to collaborate with SponsorPulse and IMI on this new research report?

The collaboration with IMI and SponsorPulse was vital to get an unbiased, trusted validation of our collective message, leveraging IMI's market expertise. The report underscores CBC/Radio-Canada's mission: providing accessible sport coverage to all Canadians, especially youth, to reflect their communities and promote greater participation.

2. What does this study help us better understand about how Canadians engage with sport today?

• Olympic Fandom: Winter and Summer Olympic Games are Canada's top sports properties, with 21 million fans for the Winter Games.

• Momentum: Interest rebounded for Paris 2024, with 34% of Canadians agreeing that closer time zones increased their interest.

• Consumption Shift: Streaming and social media lead content consumption. Paris 2024 digital hours increased 170% over Tokyo 2020.

• High-Performance Sport: Consumption of high-performance sport is up a net +15% over five years.

• Youth Participation: Participation is at a new high of 76% of households with children.

• Encouragement: 71% of parents agree Olympics coverage is essential to encouraging youth sports.

• Top Barrier: Time pressure is the number one limiting factor for participation, ahead of cost.

3. As Canada's official Olympic Games broadcaster through 2032, how does CBC/Radio-Canada's coverage help inspire youth participation and build a lasting connection to sport beyond the Games?

CBC/Radio-Canada's multi-platform coverage inspires a lifelong passion for physical activity. By celebrating athletes, fostering pride, and engaging youth digitally and at a grassroots level, our approach ensures the Olympic Games leave a lasting legacy and build a deep, ongoing relationship with sport.

4. The study shows Olympic Games sponsors see strong gains in brand favourability. Why do these partnerships tend to deliver greater impact than other sports properties, and what should brands keep in mind when considering this space?

Olympic Games partnerships have greater impact due to achieve:

• Global Reach: Unparalleled visibility to millions across demographics.

• Emotional Connection: Association with unity, human achievement, and inspiring narratives.

• Premium Alignment: Aligning with the Games' prestigious reputation and values of excellence.

• Long-Lasting Impact: A four-year cycle allows sustained connection and anticipation-building.

• Diverse Fan Base: A wide spectrum of sports reaches varied audience segments.

5. What insight from the report resonated with you the most?

The Olympic Games as a Youth Catalyst: 71% of parents agree that Olympics coverage is essential in encouraging youth to pursue sports they might not otherwise consider.

6. Milano Cortina 2026 is shaping up to be a landmark event. How is your team preparing for what's ahead?

We at CBC/Radio-Canada are preparing dynamic, immersive, and engaging coverage of the Olympic Winter Games Milano Cortina 2026. By leveraging multiple platforms across linear, digital, and social channels, we will reach more Canadians, ensuring our keen, authentic focus on athlete storytelling and interactive content attracts traditional audiences, especially our younger next generation of Olympic fans.

7. Are there particular sports or athletes you believe have strong potential to captivate Canadians in 2026?

We are all so excited to finally see the return of the National Hockey League players to the Olympic Games. There is so much buzz around their attendance and the caliber of the athletes we get to watch in a different setting playing for their country.

I'm also thrilled to see Canada's women's hockey team, who is one of the most successful teams in Olympic history, having won gold at the Olympic Winter Games Beijing 2022. The team is always a gold medal contender, with a strong roster of veteran players and rising stars.

Mikaël Kingsbury, who is arguably the best mogul skier in the world. After winning gold at the 2018 Winter Olympic Games in Pyeongchang and dominating the World Cup circuit for years, he's the man to beat in moguls. His technical skill, speed, and consistency are unmatched.

It is going to be an exciting 17 days of sport and celebration of Canada's best and brightest athletes, filled with emotion and unparalleled athleticism. The Olympic Games are the best sporting event in the world and we are all thrilled we get to witness the magic it will showcase to all of Canada.

CBC/Radio-Canada's commitment to multi-platform, inclusive Olympic Games coverage not only celebrates athletic excellence but also inspires young Canadians to engage with sport. From fostering pride in elite athletes to encouraging grassroots participation, the public broadcaster is building a lasting connection between Canadians and the Olympic Games that extends far beyond the medals. Milano Cortina 2026 promises to be a momentous celebration of sport, community, and national pride—and CBC/Radio-Canada is ready to bring it all to viewers across the country.