Why the Olympics Hit Differently in Canada

And what marketers can learn from this winter’s biggest sports moments.

February 10, 2026

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Sports have a way of bringing out something universal in us. They give us moments to cheer together, to feel connected to something bigger than ourselves, and to see stories unfold that resonate long after the final whistle.

This winter has been especially rich with those moments, from Canadians rallying around Team Canada to the Super Bowl ads that sparked conversation across screens and social feeds. What’s been fascinating to watch is not just the spectacle, but how brands are showing up in ways that feel human, grounded, and tied to shared experience.

Coming up

In Canada, the Olympics Are More Than a Sporting Event

If you felt a swell of pride watching Team Canada enter the stadium in Milano-Cortina, you weren’t alone.

Yet some of the moments Canadians are connecting with most this Olympics have little to do with medals or scores.

As the 2026 Winter Olympics get underway, brands are showing a clear shift in how Olympic stories are being told in Canada. Global partners are spotlighting athletes and their journeys, while Canadian brands lean into emotion, rivalry, and community. The campaigns resonating most feel grounded and human.

Whether it’s a playful Canada–U.S. advertising back-and-forth that leans into hockey obsession with self-awareness, or a quietly powerful Tim Hortons story following a father and daughter through decades of early-morning Team Canada games, the storytelling landing hardest feels lived in. It reflects how Canadians actually experience the Olympics. At kitchen tables. In living rooms. Across generations.

That same thread runs through Air Canada’s focus on the long road to the Games, Empire Company’s celebration of the families behind Team Canada, and a wave of wearable pride from Canadian brands heading into 2026.

Canadian Olympic marketing works best when it shows up where life is already happening.

We broke down the Team Canada campaigns and brand moments that are getting it right, and what they reveal about how Canadians want to be spoken to during moments of national pride.

SocialNext: Ottawa attendee in the audience with program to the left - photo by Mat Higgins-Savidant

Three Smart Reads

Stories shaping the Canadian marketing conversation this week.

  1. How Canada showed up during Super Bowl LX — Canadian brands and talent found subtle but effective ways to show up around one of the world’s biggest advertising moments. From cultural references to social buzz, this look at Super Bowl LX reveals how Canadian identity can travel within global marketing moments without feeling forced.

  2. Google’s latest AI updates: What Canadian marketers and advertisers need to know — Google’s newest AI announcements are set to influence search, creative workflows, targeting, and measurement. The key question for Canadian marketers is not what is new, but what actually matters and where teams should focus next as AI becomes embedded across ad products.

  3. POCAM launches Vancouver chapter to support BIPOC marketers — A new Vancouver chapter signals POCAM’s growing role in supporting BIPOC marketers through mentorship, community, and professional development. The expansion reflects a broader industry push toward building more inclusive and sustainable career pathways in Canadian marketing.

    Before we move on, one important note.

    Today is the final day to participate in POCAM’s Visible & Vocal 6 survey. This anonymous, 10-minute study captures the lived experiences of BIPOC professionals in Canada’s advertising and marketing industry and helps turn those experiences into evidence for change.

    Take the survey

Watch & Learn

Upcoming live webinars, interviews and conversations in the SocialNext Marketing Alliance. Every Wednesday at 10 AM Mountain Time / 12 PM Eastern Time.

February 11: Be So Loud They Can’t Ignore You
As automation increases, genuine connection matters more. Billie-Jo Aasen shares how she turned a small community event into a global movement by leading with authenticity, purpose, and heart, and what brands can learn from building belonging instead of just visibility.

February 12: A practical guide to social media at live events: what to do before, during, and after - Hosted by HeyOrca
Live event social media works best when it captures the energy in the room without pulling you out of the moment. Shaniece from the SocialNext and Marketing News Canada team shares a practical framework for handling live event content before, during, and after an event. Ideal for social media managers looking for a calmer, more intentional approach to live coverage.

February 18: Radio Isn’t Retro: Why Smart Marketers Are Tuning Back In 
Radio is often written off as outdated, yet it remains one of the few channels that reaches people when they are truly paying attention. Media strategist Amanda Harding breaks down where radio fits in a modern 2026 media mix, how it complements digital, and why it continues to drive trust and impact.


6 AI Predictions That Will Redefine CX in 2026

2026 is the inflection point for customer experience.

AI agents are becoming infrastructure — not experiments — and the teams that win will be the ones that design for reliability, scale, and real-world complexity.

This guide breaks down six shifts reshaping CX, from agentic systems to AI operations, and what enterprise leaders need to change now to stay ahead.

Coast-to-Coast Job Opportunities

Not seeing your province or city? Follow us on LinkedIn for job openings across every province and territory in Canada every Friday.

Thanks for reading. We’ll keep bringing you the stories, ideas, and context shaping Canadian marketing.

Marketing News Canada

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