As the countdown to the Milan Cortina 2026 Olympic Games begins, Canadian athletes are increasingly turning to social media as a vital source of income. With traditional funding avenues like sponsorships, federal grants, and part-time jobs forming a patchwork of financial support, the ability to connect with fans online has become essential. Athletes are now utilising their personal platforms not just to showcase their skills, but also to attract new sponsors and enhance their financial stability.
A Shift in Olympic Marketing Strategy
Historically, the International Olympic Committee (IOC) enforced stringent rules that restricted athletes from promoting their personal sponsors during the Olympics. Rule 40 of the Olympic Charter was designed to protect corporate sponsors who invested heavily in the Games. However, following considerable pressure from athletes, the IOC revised its stance during the Tokyo 2020 Olympics, allowing competitors to share content and express gratitude to their sponsors.
Canadian cross-country skier Xavier McKeever commented on this transformation, stating, “For sure, athletes with big followings are making money off social media and able to reach new sponsors. We call it building your brand.” This newfound freedom has reshaped the commercial landscape, enabling athletes to cultivate their images and engage with potential sponsors in ways that were previously unavailable.
The Double-Edged Sword of Self-Promotion
While many athletes recognise the importance of social media, the demands of training and competition often leave little time for content creation. Bobsledder Cynthia Appiah expressed her frustration: “I would love to post more. I just never could create the content because I’m so focused on training.” This sentiment resonates across the Canadian team, where balancing athletic commitments with social media engagement can be challenging.
Freestyle skier Rachael Karker pointed out that a significant portion of sponsorship contracts now includes social media obligations. “It’s usually half of the contracts you get from big sponsors involving social media,” she explained. “Now, the main way people advertise is over social media, so if you’re being picked up as an athlete for advertising purposes, you will need to be on social media a lot.” This shift means that athletes must not only excel in their respective sports but also become adept at crafting appealing online personas.
Generational Divides in Social Media Savvy
The attitudes toward social media among Canadian athletes often differ by age. While younger competitors have grown up with digital platforms and utilise them seamlessly, many veterans view social media as more of a chore. Speedskater Laurent Dubreuil, 33, admitted, “Social media is crucial. I don’t like it. It’s more of a pain I have to deal with… but it’s how you widen your fan base.” In contrast, 24-year-old ski jumper Abigail Strate, who boasts over 18,000 followers, finds social media an integral part of her athletic identity.
Athletes like veteran snowboarder Mark McMorris, with 817,000 Instagram followers, have been able to leverage their personalities and the visually striking nature of their sports to build substantial online followings. McMorris noted the dual nature of social media’s impact: “There are some huge positives to it. There are some negatives as well, but these brands pay you to promote.”
Creating Compelling Content
Athletes are discovering that engaging content can lead to unexpected growth in their online followings. Biathlete Adam Runnalls, for example, saw his Instagram followers soar from 1,600 to more than 28,000 after sharing a light-hearted post about bringing knitting needles to the Games. Such human-interest stories resonate well with audiences, proving that relatability can be just as valuable as athletic prowess.
However, not all athletes have the luxury of an agency to help manage their online presence. Many must take on the task themselves, balancing the demands of their sport with the expectations of their sponsors. Brian Levine, an agent representing several Canadian athletes, acknowledged this disparity: “Life is unfair, and there are some athletes who are built for the spotlight and are comfortable with imagery.” This highlights the uneven playing field within the realm of athlete marketing.
Why it Matters
The evolving landscape of athlete sponsorship and marketing underscores the increasing importance of social media in modern sports. As the Milan Cortina Games approach, Canadian athletes are finding innovative ways to connect with fans and sponsors alike, using their platforms to not only promote their sports but also secure the financial backing necessary for success. This shift is not merely about athletes finding new revenue streams; it reflects a broader transformation in how sports are marketed and consumed in the digital age, ultimately shaping the future of athletic careers.