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After dipping below 70% during COVID-19, youth sport participation reached a new high in 2025.

We dive into youth’s activity levels -  including casual and recreational participation in sport - to uncover the rebound that’s taken place since COVID-19.

Youth Sport Participation

YOUTH ON THE MOVE

A data-driven look at how Canadians are engaging with sports and the Olympic Games - from shifting fan behaviors to rising participation and media influence ahead of Milano Cortina 2026.

Momentum for the Olympic Games in Canada

A Nation Reconnected Through Sport

Canadians are rediscovering their love of sport post-pandemic, with the Olympic Games continuing to inspire national pride and renewed enthusiasm for both watching and participating in sport.

From soccer to basketball, sport is seeing growth, especially in high-performance pathways. Yet, accessibility and cost continue to limit opportunities for some young athletes.

Exposure matters - sports featured in major national broadcasts like the Olympics see big lifts in fandom and participation, proving how visibility drives engagement and inspires the next generation of Canadian athletes.

Youth Participation is Rising, But Barriers Remain

Media Coverage Moves Canadians

Download this free exclusive report on the state of high-performance sport in Canada, from media consumption to youth participation. Featuring a special deep dive on how the Olympic Games and other media coverage moves Canadians.

How Media Coverage Fuels Canadian Sports Dreams

This report breaks down how Canadians engage with sport today - from viewership and participation to the growing momentum behind the Olympic movement.

Download now to see the data shaping strategies for brands, broadcasters, and sport leaders moving into Milano Cortina 2026.