Paralympic Fandom Surge Drives Canadian Inclusion Push
Event summary
- Milano Cortina 2026 Paralympic Winter Games saw 10 million Canadians tune into CBC/Radio-Canada broadcasts, with streaming up 500% from Beijing 2022.
- Four in 10 Canadians now identify as Paralympic fans, with 70% believing fandom is rising.
- 35% of Canadians report greater trust in brands sponsoring the Canadian Paralympic Team.
- Nine in 10 Canadians believe the country should be more accessible.
The big picture
The record-breaking engagement with the Milano Cortina 2026 Paralympic Games reflects a broader societal shift toward valuing inclusivity, presenting a strategic opportunity for brands to align with social progress. The data underscores the growing relevance of Paralympic sport as a platform for driving measurable change in public attitudes and behaviors, particularly among younger demographics. This trend positions the Canadian Paralympic Committee to leverage partnerships for both societal impact and commercial returns.
What we're watching
- Sponsorship Momentum
- Whether brands will capitalize on increased trust and engagement to deepen Paralympic partnerships.
- Youth Engagement
- The pace at which younger audiences translate Paralympic fandom into advocacy for accessibility.
- Long-Term Impact
- How sustained the behavioral changes will be among Canadians motivated to participate in sport or physical activity.
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