EP61 - How Team Canada Revolutionized Athlete Partnerships with Jacqueline Ryan

What could you accomplish if an entire country was cheering for you? Building on Team Canada's 27-medal Paris success, Alison Simpson, President and CEO of the Canadian Marketing Association, speaks with Jacqueline Ryan, Chief Brand and Commercial Officer for the Canadian Olympic Committee and CEO of the Canadian Olympic Foundation. This episode celebrates Team Canada athletes stories of resilience, perseverance, and excellence on the road to Milano Cortina 2026, and the importance of Marketing Partnership support on that journey.

00:00:01:18 - 00:00:22:20
Presenter
Welcome to CMA Connect, Canada's marketing podcast, where industry experts discuss how marketers must manage the tectonic shifts that will change how brands and businesses are built for tomorrow, while also delivering on today's business needs. With your host, CMA CEO Alison Simpson.

00:00:22:22 - 00:00:46:16
Alison
Canada is definitely having a sporty moment. From the Blue Jays extraordinary World Series run and women's rugby reaching the World Cup, to the Four Nations Cup victory and historic Olympic performances in Paris, Canadian athletes are capturing hearts and inspiring national pride like never before. There's truly no better time for this momentum as we head into the Milano Cortina Winter Olympics.

00:00:46:18 - 00:01:25:14
Alison
For today's episode, I am thrilled to welcome back Jacquie Ryan, Chief Brand and Commercial Officer for the Canadian Olympic Committee and CEO of the Canadian Olympic Foundation. Since joining the COC in 2019, Jacquie has transformed Canada's engagement with the Olympic Movement, including earning recognition as the Canadian Marketing Association's Marketer of the year in 2024 for her exceptional work during the Paris Olympics. Jacquie's leadership during Paris 2024 set new standards for Olympic marketing success, with the Brave is Unbeatable campaign significantly increasing positive feelings towards Team Canada. 

00:01:25:14 - 00:01:51:20
Alison
Under her guidance, Canada Olympic House opened to the public for the first time during a Summer Olympics, attracting 17,000 visitors in Paris, while Team Canada Fan Fest events back home drew 50,000 visitors across the country. With over 25 years of experience, including RBC, where Jacquie helped drive marketing strategy for the 2010 Vancouver Olympics, and Scotiabank, where she secured the 800 million naming rights deal for Scotiabank Arena,

00:01:52:01 - 00:02:15:19
Alison
Jacquie brings exceptional expertise in sports marketing. As Canada approaches the Milano Cortina 2026 Winter Olympics with such strong momentum, amazing marketing partners and a nation ready and keen to rally behind our athletes, there's never been a more exciting time to be part of Team Canada. Welcome, Jacquie. It is an absolute pleasure to have you back to CMA Connect leading up to the Olympics.

00:02:15:21 - 00:02:20:10
Jacquie
Thank you, Alison, and thanks for the opportunity to join you here today. And really a great pleasure to be back.

00:02:20:16 - 00:02:36:14
Alison
So I'd love to start by looking back at Paris. The 2024 Olympics really did set new benchmarks across the board, from medal count to sponsorships and to national engagement. So what were the key learnings from Paris that have shaped your approach for Milano Cortina 2026?

00:02:36:20 - 00:03:00:13
Jacquie
Well, thanks for asking, Alison. Paris was, it was incredible. It was, the first normal games since we returned from Covid, because we had the two Covid games, Tokyo and Beijing. So a lot of expectations were high for Paris, for everyone, for fans, families, athletes, marketing partners or donors. And the games literally delivered across all expectations in the entire spectrum.

00:03:00:15 - 00:03:25:10
Jacquie
Team Canada won 27 medals in Paris. It's the second best result for Team Canada ever at a Summer games. Like eight golds, six silver, 11 bronze and three Olympic records. So we're super proud of the team. They really, really showed up well. And on top of that, over 70% of Canadians tuned in and they engaged with Team Canada, whether it be through our social channels, through CBC or Radio-Canada in Quebec.

00:03:25:12 - 00:03:50:03
Jacquie
So the games in Paris, they really raised the bar in many meaningful ways, and so many lessons that are directly shaping how we're approaching Milano Cortina now, in 2026. So the first thing it did really reinforced our belief that nothing really brings people together quite like sport. Olympics are an incredible, unifying platform that really allows us all to put our differences aside.

00:03:50:05 - 00:04:21:12
Jacquie
Secondly, it just reminded us the power of athlete for storytelling. So fans engaged most deeply when they could see the people behind the podiums. They could see their journeys, their resilience. The community roots through moments of humanity, the whole experience leading up to and including the games. So we'll continue to prioritize these athlete narratives, being really, really authentic in the storytelling from their voice, and keep Canadians connected with these athletes and learning about Team Canada athletes well before the opening ceremony.

00:04:21:12 - 00:04:45:14
Jacquie
So when they arrive at the games, Canadians are really well poised to really understand the journey and know our athletes. And then our Brave is Unbeatable, our marketing campaign was a big success. We built a lot of equity in this platform through Paris and so working with The Hive, we decided to use it again, basically as a springboard to drive engagement with Canadians heading in now to the Cortina games.

00:04:45:16 - 00:05:07:10
Jacquie
The platform, as you'll recall, really leans into the idea of Canadians seeing themselves in the athletes. These athletes are competing. They're on the global stage representing Canada, but they're still human. They have our similar struggles, they go through all sorts of things in their journey, and all of that can lend itself both as inspiration for all of us, and connection so that we feel connected to the athletes.

00:05:07:10 - 00:05:41:04
Jacquie
So creatively, we've expanded this iteration of storytelling across far more athletes, representing the real vast diversity of Team Canada athletes from across Canada, sharing their stories, of course, strategically across different placements and channels and in different ways. So that's definitely something that was a big success and we're building on. Another is that Paris really demonstrated that what it looks like when marketing partnerships are truly integrated. Not just visible. They become part of the fan experience, part of the Canadian experience with these athletes and part of the athlete support system.

00:05:41:06 - 00:06:16:10
Jacquie
So for Milano now, we've built collaborative, values-aligned marketing partnerships that contribute directly to performance, athlete well-being, fan engagement, rather than simply sponsorship presence. So, I mean, we've known this for years, but it really came together well for Paris, and wait until you see the marketing partner campaigns for Milano Cortina. And then finally, Paris really showed us that major games like the Olympic Games can be platforms for purpose, from sustainability to inclusion to national pride.

00:06:16:12 - 00:06:29:22
Jacquie
That lands really guides how we tell our story, how we support our athletes, how partners activate, and all of this helps bring Canadians together, and so we really look forward to all of that coming together in a few short weeks as we head into Milano Cortina.

00:06:30:00 - 00:07:06:00
Alison
That's outstanding, Jacquie, thanks so much. I love that you're prioritizing the athlete content and bringing to life their whole selves. It's so inspiring to see the exceptional athletic conditioning and expertise that they bring, but it can sometimes be hard for us mere mortals to relate to. So understanding some of the real life challenges that they're facing, and seeing their 360-view of their lives helps us dream even more about how we can be inspired by them, both athletically and just from sheer perseverance and grit and determination.

00:07:06:00 - 00:07:27:22
Alison
So I love that. And the marketing partnerships, I'm looking forward to drilling into that a little bit more. You've built an impressive roster of 39 marketing partners for Milano Cortina, so I'd love you to share how some of your longest standing partners, like RBC, are activating differently this time, and what new partners are bringing to the table that hasn't existed before.

00:07:28:00 - 00:07:51:06
Jacquie
Thank you for the question. You could well imagine we're very proud of the 39 marketing partners who are helping power Team Canada toward Milano Cortina. What's exciting is both how long-standing partners and new partners are evolving, what partnership really means, as I referenced earlier. You know, essentially our marketing partners will look at their partnership with us as a way to do a few things.

00:07:51:07 - 00:08:18:09
Jacquie
One, they want to support Team Canada directly. They want to celebrate the athletes. They want to tell the athletes stories. They want to engage Canadians. They want engage fans from coast to coast to coast. And really importantly, just as importantly, they really want to help leave a legacy, a lasting legacy of inspiration for the next generation. And I think those four components really drive a lot of what our marketing partners are up to in their campaigns leading up to Milano Cortina.

00:08:18:11 - 00:08:41:15
Jacquie
I think you know this, but I'll just remind you that the Canadian Olympic Committee is a not for profit organization. And I mention that because we're almost exclusively privately funded by our marketing partners. So Team Canada quite literally could not get to the Games without our marketing partners. They're literally the engine behind Team Canada. This investment is truly a solid return on their dollars

00:08:41:15 - 00:09:11:12
Jacquie
right back into the sports system supporting Olympic athletes' journey. So from its inception, all the way through to the podium. So lots of things around what they're doing is supporting the broader sport system, but importantly, they're looking for a return on their investment. And it's more than marketing. It's about an investment in the athlete journey. And in addition to that, working partners by virtue of being with us, they have access to the largest addressable audience for any sport property in Canada, where 70% of Canadians are engaging, they're watching or sharing.

00:09:11:13 - 00:09:35:12
Jacquie
And from a marketing perspective, as you can well agree, that's an incredibly efficient marketing platform. And so that further demonstrates the efficiency of their investment. So I think our commercial momentum over the last few months highlights this, that over the last little while, we've signed ten new marketing partners. Like that's in this year. And it's a testament to the investment and the power of Team Canada as a marketing platform.

00:09:35:14 - 00:09:59:07
Jacquie
We've never, ever signed so many sponsors, that many marketing partners in that period of time. And so the ten new ones, you likely saw we announced Tim Hortons as a new marketing partner. Really excited about that. We also launched Intact, Homewood Health, Nulo Pet Food, GoodLife, Maple Leaf Foods, Hillberg & Berk, The GIST, CALA. And there's one more I can't tell you about yet.

00:09:59:09 - 00:10:24:00
Jacquie
So we're really, really excited about all of these new marketing partners joining us and really rallying Canadians behind Team Canada. And, you know, I continue to think we seriously have the best marketing jobs in this country at the Canadian Olympic Committee because we support the strategies and campaigns of 39 brands. Thirty nine top brands. You know, some of our longstanding partners RBC, Bell, Canadian Tire, Lululemon, Petro Canada, Air Canada, like the list is long.

00:10:24:00 - 00:10:46:11
Jacquie
So the job truly is quite a privilege. And so this year, we're seeing most of the majority of the partners all undertaking very large, fully integrated, marketing campaigns. Many have also partnered with CBC, which is important because that's the platform that tells the story through broadcast, and so they're really leveraging the broadcast to tell their stories.

00:10:46:13 - 00:11:07:05
Jacquie
And, of note, and this is a really important point that the majority of these partners have signed athlete agreements. So there are athletes that are supported by virtue of their marketing campaigns. And that's over 90 individual partnerships with Canadian Olympians. And that's an incredible number to highlight the stories that we were talking about earlier in their campaigns.

00:11:07:05 - 00:11:32:16
Jacquie
So excited about all of that. You know, there's lots to talk about and lots of partners that we could go on about their marketing campaigns. I can highlight a few. Firstly, I mentioned Lululemon. Lululemon is the official outfitter of Team Canada. They are also participating in the CBC broadcast. This is their third Olympic Games as Team Canada outfitter. Athletes are also a focal point of their campaign.

00:11:32:18 - 00:12:07:00
Jacquie
They have many athlete partnerships, including Sidney Crosby. And we revealed the athlete kit that I'm wearing today, on November 18th. And they've had a series of retail drops ever since and really building momentum toward the opening ceremony, which will be important. Then, of course, Tim Hortons announced last week, they are also participating in the CBC broadcast, and they have lots of athlete partnerships, and also lots of fan engagement ideas, whether it's collectible Team Canada co-branded cups, there's trading cards, there's a contest to win a trip to Milano Cortina.

00:12:07:00 - 00:12:28:10
Jacquie
The list is long. So really excited about partnering with them. They're going to partner with us at Team Canada Fan Fest. You know, and another point I would make is that I'm talking a lot about marketing campaigns here. But in addition to the campaigns, there are a number of marketing partners who are doing like real community-based initiatives, driving important positive change in the sport system.

00:12:28:15 - 00:12:57:04
Jacquie
So two notable examples would be, we have a program called Bell Starting Line. So Bell initiated this. It's a program designed to get newcomer Canadian youth engaged in sport. So we're out there in the community really giving newcomers an opportunity where they didn't have access to sport, all because Bell has started to invest in this area. Equally, RBC has the RBC Training Ground program. Now it's in its 10th year, and that's a talent identification program that really looks for the next Olympian.

00:12:57:04 - 00:13:16:18
Jacquie
And now what they've done is taken their financial resources to cast a much wider net so that there's more diverse access to the program, which just creates a better pipeline and supports a better Team Canada. So really, really proud of all of these programs. I mean, there's Canadian Tire, again, the list goes on and on, Sobeys, but we're proud of the partnerships

00:13:16:18 - 00:13:20:06
Jacquie
and we frankly could not do any of this without them.

00:13:20:08 - 00:13:38:08
Alison
Those are such powerful examples, and the reminder that you're not for profit is a really important one. So when we look at the 39 marketing partners that you have, to your point, Canada wouldn't have an Olympic team without them. It's great for their brands, it's great for their business. But it is so important and powerful for our country and our athletes as well.

00:13:38:08 - 00:13:58:18
Alison
So huge congratulations for landing ten new partners in such a short period of time as well. It's phenomenal growth. Now, you mentioned a bit earlier that you've brought back the Brave is Unbeatable campaign, and I'd love you to share a little bit more about the success of that, and also what else you're doing to market the Olympics to Canadians.

00:13:58:19 - 00:14:21:18
Jacquie
Yes. So we're again, we're pleased to bring Brave is  Unbeatable back. We do this in partnership with The Hive and CBC and Radio-Canada. So with Brave is Unbeatable, we're not just marketing the games where we see our position is really connecting Canadians to the overall power of sport. It's about inspiration. So the campaign really focuses on the idea that bravery isn't just about standing on the podium, it's about the everyday courage

00:14:21:18 - 00:14:48:17
Jacquie
it takes to train, to persevere, to represent your country and kind of put everything on the line. So that spirit really resonates deeply with Canadians, reflects the values that we're proud to stand behind here at Team Canada. So we really love the Brave is Unbeatable portrays Canada as this resilient, unflappable nation and aims to build energy, build excitement as Canadians across the country really rally together to support Team Canada coming up in Milano Cortina.

00:14:48:17 - 00:15:10:07
Jacquie
And frankly, what a moment to be doing this. So we're really, really excited about the whole Canadian pride that's built right into it. So from a marketing perspective, we're really doing three things. First, we're telling athlete stories, as I said, in a more immersive way, more emotional across digital, broadcast, social, community, so Canadians can see themselves in the journey, not just the results.

00:15:10:12 - 00:15:36:05
Jacquie
And then second, we're ensuring that Canadians can participate in the Olympic movement. So whether that be through Team Canada fan festivals, partner activations, grass root community engagement, digital experiences, it's all about bringing people closer to the Team Canada family, and we're creating more touch points for Canadians to feel part of something national and what we know to be true, unifying. So, you know, we launched our campaign together with the CBC last fall.

00:15:36:05 - 00:16:00:23
Jacquie
We launched it at 100 days out from Milan, we need to mark that point in time. And it's a 360 campaign. It's deliberately timed, it integrated to create the greatest impact heading into the Games. Three months before the games is typically when it's a good time to remind Canadians of the journey of Team Canada, and our goal is to build national momentum, generate excitement, energy, and essentially, this is a really important part,

00:16:00:23 - 00:16:22:08
Jacquie
set the stage for then the incredible marketing campaigns that follow from our 39 marketing partners. So we really feel it's our job to remind Canadians and raise awareness for the Games are coming and look out for Team Canada. And then, so we do the the job of really setting the stage and then our marketing partners layer in with all the stories that they tell and all of their campaigns.

00:16:22:10 - 00:16:51:06
Jacquie
So that's essentially what we're doing. I did actually want to also point out that we have overall brand marketing initiatives with the Canadian Olympic Committee. We're also undertaking really important efforts to raise awareness for our foundation. That's the Canadian Olympic Foundation, and we're encouraging Canadians to join us and support these incredible athletes through these campaigns. And so what we're essentially doing is we run the Brave is Unbeatable campaign, which as it gets closer to the Games, we'll add 

00:16:51:06 - 00:17:15:16
Jacquie
Donate Now to join Team Canada message. And then also Maple Leaf Foods will be doing a campaign with us. It's called Double Your Impact and it's all about they're doing a matching donation campaign to encourage Canadians to make a donation to the Canadian Olympic Foundation, and they will match as well. So really excited about those two opportunities to continue to raise awareness for the foundation, and really encourage Canadians to come along with us.

00:17:15:20 - 00:17:40:22
Jacquie
So I think that's essentially what we're doing. And then, you know, as I mentioned, we're working closely with our 39 marketing partners because they extend the campaign's reach and meaning. So ultimately, our campaign is about inspiring the country, strengthening Canadians and their connection with Team Canada and building excitement and pride as we head into Milano Cortina. So with that, I would just say be sure to follow us on all of our socials.

00:17:40:22 - 00:17:55:01
Jacquie
Download the Team Canada app, check out the athletes' stories on our website, listen and follow our podcast. And really do your best to engage with Team Canada. Get to know them before the games and then jump in and be all in during the games.

00:17:55:03 - 00:18:15:12
Alison
Thank thanks so much, Jacquie. It's great to see that all of the Canadians like me, who won't have the opportunity to experience the Olympics in person, will have so many great experiences through your organization, but also through your all your partner organizations to engage and really come together as a country in celebration of our athletes. So, excited to hear how we can do that.

00:18:15:14 - 00:18:27:03
Alison
So you also mentioned that Canada is at the intersection of passion and purpose with a truly impressive percentage of Canadians that are really engaging in the Olympic movement. So what do you think has led to the strong movement?

00:18:27:05 - 00:18:48:15
Jacquie
Canada is absolutely having a moment. Canadian pride is at an all-time high, there's no question. And in the face of crisis, Canadians have really rallied, particularly in and through sport. So a new national pride is emerging. Canadians care very deeply about sport. It's not just for the medals but for what it represents. It represents resilience and excellence and community,

00:18:48:19 - 00:19:13:22
Jacquie
and many of the things I've spoken about already. And the belief that when our athletes excel, the country rises with them. So over the past several years, we've also experienced incredible moments across multiple sports and generations of athletes. And those wins, they reminded Canadians what it feels like to rally together, sheer national pride, and see ourselves reflected on the world stage in a really positive and unifying way.

00:19:14:00 - 00:19:34:23
Jacquie
And we've been, as I've mentioned, very, very intentional about telling those stories, focusing on the athlete journey to values, authenticity, not just the results. And this is building a deeper connection. So Canadians don't just watch Team Canada, they feel invested in it. So in terms of directly answering your question, how we're capitalizing, we're really doing that in three ways.

00:19:35:01 - 00:19:57:11
Jacquie
Absolutely, firstly, making sure that we do our very best to make the Olympic experience more accessible, whether that's through digital storytelling, community outreach, and content that brings Canadians closer to the athletes. Secondly, we're partnering with organizations across Canada to extend that pride into meaningful engagement, wellness, youth development, national celebrations, anything that unites people from coast to coast to coast.

00:19:57:15 - 00:20:29:19
Jacquie
And third, we've always been a purpose-led organization. That's absolutely our DNA. So we're ensuring that all of our activities bring this to life. Aligning the Olympic movement with purpose. So Canadians respond strongly when they see sport driving positive impact, inclusion and inspiration, which comes from watching Team Canada excel on the world stage. So I think this combination of, momentum, very positive momentum, meaningful storytelling, very purposeful engagement is fuelling such strong national connection.

00:20:29:21 - 00:20:34:12
Jacquie
And it's what absolutely will help carry that energy proudly into Milano Cortina.

00:20:34:14 - 00:20:43:12
Alison
So the Winter Olympics have always held special significance for Canadians. So with days to go before Milano Cortina begins, who are the Canadian athletes to watch?

00:20:43:14 - 00:21:13:01
Jacquie
That's a tough question. They're all great! These Games are going to be incredible. So there's a lot of pre-work that's underway. And a reminder for everybody the dates. So the Games themselves are February 6th to the 22nd. There'll be 116 medal events across 16 sport disciplines, and 93 countries are participating. The events are spread across four different zones, from the city to the mountains, all with the goal of sustainability and not erecting brand new facilities that don't have a future purpose. 

00:21:13:01 - 00:21:32:21
Jacquie
For Team Canada, we're going to have 206 or 207 athletes also, still TBD as athletes continue to qualify their spots actually, but in and around that number. And then a ton of support staff and Mission Team we call them, that's like myself, the staff that goes over to support. And also these will be the most gender-balanced edition in history of the Olympic Winter games.

00:21:32:23 - 00:21:49:09
Jacquie
So really excited to see the progress there. And I think I mentioned this before, but this is a return to open games, as we call them, that there are no Covid restrictions. So this is really important since on the winter side, so of course Paris was the first on the summer side, but this is the first on the winter side.

00:21:49:09 - 00:22:14:22
Jacquie
So we're imagining packed venues, the roar of the crowd, family and friends will finally be on hand to support after missing out on Beijing. You know, to help drive the excitement, NHLers are coming for the first time since Sochi in 2014. PWHLers are coming for the first time. Currently, snow and ice sports across the gamut are doing really, really well on the World Cup circuit, which tends to be the qualifications on the way to the Games.

00:22:15:00 - 00:22:40:07
Jacquie
Truly, they're poised to do their very best. We're excelling in so many sports right now, whether it be Mikael Kingsbury, a freestyle skier, just won his 100th World Cup, hundredth, 100th gold medal and a World Cup. So we're really excited about people like Mik Kingsbury. Again, like the PWHL women, we've got a number of short track and long track speed skaters, William Dandjinou out of Quebec is really poised to do very well on short track.

00:22:40:09 - 00:23:04:19
Jacquie
But Marion Thenault, also a freestyle skier who does aerials, also poised to do well. The list is long and really exciting to talk about them. Piper Gilles and Paul Poirier, they are ice dance champions. Cynthia Appiah, a bobsleigh powerhouse and, Reece Howden, who's a ski cross athlete. So we're going to really see some strengths across all of these sports.

00:23:04:19 - 00:23:24:12
Jacquie
So on the ice, on the snow, really look out for what I hope is a wonderful performance. So I do highly suggest you follow them on socials, certainly engage with them on our channels and hear all about their journeys. We keep saying it, and it becomes more true every day. The Olympic Games really do bring people together like nothing else can. And we think the world needs these Games.

00:23:24:18 - 00:23:42:13
Jacquie
Canada needs them. Our country once again is going to come together and support the Olympic movement and really be inspired by the power of sport and inspire the next generation. So really, the power of these Games is really immeasurable. And, I'm really, really excited that the athletes now have their time to shine.

00:23:42:15 - 00:24:04:04
Alison
So I couldn't agree more. The time is right for Canada and the world to come together. So the timing for the Olympics as a great unifier is wonderful to say the least. Now I want to go a little bit deeper on all of the ways that Canadians across the country can engage with the Olympics, cheer on all the super-talented athletes that we are sending to the Games.

00:24:04:04 - 00:24:10:23
Alison
So we talked about Fan Fest, I'd love to hear a little bit more about that for our listeners and also some of the other activations, other plans.

00:24:11:01 - 00:24:26:13
Jacquie
Yeah, for sure. I'd love to talk about, I mean, the reality is that most Canadians won't be in Italy. I do have that good fortune, but most won't be. But there are loads of opportunities to engage with the Olympic Movement and Milano Cortina, because our goal is to make sure that Canadians feel connected to the Olympic experience.

00:24:26:13 - 00:24:47:11
Jacquie
So one of our core priorities for Milano Cortina is ensuring that Canadians feel a part of Team Canada wherever they are in the country. So firstly, we're bringing the Games to communities across Canada through our Team Canada Fan Fest, which I'll tell you about a little bit more in a minute, and fan engagement experiences. Team Canada Fan Fest is a free family festival,

00:24:47:15 - 00:25:12:19
Jacquie
it's a fantastic opportunity for Canadians to come together in the community, cheer together, celebrate what I'm sure will be iconic moments as we will be running the broadcast live at these events. Try their hand at a few winter sports, including skating, and feel that sense of national unity right there, real time. So it's really where the country will come together to experience the games back here in Canada as one team.

00:25:12:21 - 00:25:36:18
Jacquie
So we'll be in Toronto, Calgary, Vancouver and Montreal all in February and really excited to, you know, have this opportunity to bring the community together, kid-friendly activities, hands-on experience, Olympic athletes and it really will be a wonderful, wonderful opportunity in these communities. And then with that, our marketing partners are coming along with us.

00:25:36:18 - 00:26:20:00
Jacquie
So at Team Canada Fan Fest, you'll see, all sorts of activations from Bell Canada, Canadian Tire, Petro Canada, Tim Hortons, GoodLife, Nulo, Maple Leaf Foods, Hillberg & Berk, Pilliterri Estate Wines, Access Storage and Labatt. They'll all be present there. So really helping bring these activations to life. And then I would say further, as I mentioned before, our marketing partners across the country, they're helping extend that excitement to everyday life through their community activations, all sorts of retail, in-store, in-restaurant celebrations, programming for young people and kids, fan contests, win a trip to the Games, all sorts of engagements on social and digital, and loads of opportunity for Canadians to share in the pride

00:26:20:00 - 00:26:39:15
Jacquie
and joy of cheering for Team Canada. And then, of course, a big call out to our really important partners on CBC. So, best place to watch the Games is on CBC or Radio-Canada. And then follow along with some of our other marketing partners, which includes The Globe and Mail and The GIST. So there are there will be many opportunities.

00:26:39:15 - 00:26:57:16
Jacquie
I think if you're following us on social, that's where you can find out more about this. So even if Canadians aren't in Italy, they'll still be deeply part of Milano Cortina  and Team Canada, that we connect emotionally, digitally in their communities through Team Canada FanFest, ideally united in support of, our team to cheer them on.

00:26:57:18 - 00:27:20:13
Alison
And we have a lot to cheer and look forward to with Milano Cortina. And when we look beyond the Olympics, it's a big, big year and big time for sport in Canada. We've got FIFA coming to Canada this year, we've got the LA Olympics coming in 2028. So how are all of these significant sporting events helping build towards something bigger for Canadian sport and national engagement?

00:27:20:15 - 00:27:41:20
Jacquie
Well, that's a great question, and I think we're going to see this Canadian pride continue to grow and build. 2026 is poised really to be a landmark year, I think, for Canadian sport. It sort of, is so integral to who we are as Canadians and unites us more than ever in the face of unprecedented challenges. I mean, we were all captivated by the Blue Jays' thrilling World Series run.

00:27:41:20 - 00:28:08:19
Jacquie
And soon we'll be glued to our TVs or mobile devices for Milano Cortina, and then shortly following after that we'll be excited about FIFA World Cup coming to Canada. So really an incredible year, and it will be a great opportunity to see that the Canadian athletes are actually defying all odds. They're shining on the world stage, despite a sports system that actually is struggling financially, as much as again, the Canadian Olympic Committee I mentioned is a privately-funded organization.

00:28:08:21 - 00:28:33:07
Jacquie
So with a national sport organization, so an example of a national sport organization would be anything from Freestyle Skiing to Alpine Skiing to Hockey Canada. The list is long. Summer would be, you know, Tennis Canada as an example. So all of the individual national sport organizations, they're facing a dramatic funding cut, and they're not being supported in a way that they had historically been supported from the Federal Government.

00:28:33:07 - 00:28:51:10
Jacquie
So it's the challenge of that is it's making sport less accessible for many young athletes, from grassroots all the way to high performance. And and when you see these incredible events and these athletes perform on the world stage, it absolutely inspires that next generation. And we just really we need to make sure that we have access for the next generation,

00:28:51:10 - 00:29:13:21
Jacquie
so they can they can really, take that inspiration and turn that into an ability to to experience all those positive experiences that you and I have had in sport, and make it accessible. It's a big year. It'll be a big year for, for sport in Canada. And hopefully there's a way to parlay that into partnering with the federal government to really modernize Canada's sport system.

00:29:13:21 - 00:29:34:02
Jacquie
So there's a there's an opportunity here. And as the COC, we're going to continue to play a leadership role in advocating for this, advocating for safe and inclusive sport for all Canadians. And we will continue to be a strong business as I've talked about throughout this podcast. But the broader sport system is where we need some help.

00:29:34:04 - 00:29:57:12
Jacquie
And then lastly, I have to point out, I know if you asked me about 2026, but I'm going to talk about 2028 and that's the LA Olympic Games. So Los Angeles will be hosting the Olympic Summer games in 2028. And believe it or not, I have ten files on my desk where we're already working on that, so it will be such an exciting Summer Games, in essence, kind of like a North American Games.

00:29:57:12 - 00:30:18:15
Jacquie
It's not quite like they're here in Canada, but they're just down south. And we've already been there a few times to start the planning. And I can tell you LA is really excited to welcome us with open arms and bring in that competitive spirit with Team Canada. So look out for some very cool stuff on the journey to LA 2028.

00:30:18:17 - 00:30:43:23
Alison
Thanks, Jacquie. I hadn't appreciated how a lot of the sporting associations are struggling with financing, and it makes two programs we talked about earlier with RBC and Bell, where they're really ensuring that Canadian emerging athletes across the country, despite their financial means, have a chance to get the sporting opportunities and to get the nurturing and coaching they need to help represent Canada on the world stage.

00:30:44:00 - 00:31:05:16
Alison
And even if they don't get that far, as you said, sport has played such a pivotal role in my life, in your life and the professional benefits you get from it, the personal benefits, the skills it teaches you is so important for every Canadian at every age, especially the next generation. So thank you to your partners and thank you to the COC for really helping enable that.

00:31:05:18 - 00:31:19:15
Alison
As you know, I end each episode by asking my guests to share a piece of career advice that you would offer to listeners who aspire to follow in your footsteps and ultimately get into those CMO and senior leadership roles. So I would love to hear your parting advice.

00:31:19:17 - 00:31:44:07
Jacquie
You know, I struggle with this question because I actually think the answer is kind of simple. It really is be kind, be curious and show up and work hard. I really believe that if you can find a way to do that, being kind obviously is important. Just in day to day from a relationship-building perspective. Makes people want to work with you. Curiosity is so important

00:31:44:07 - 00:32:05:17
Jacquie
to learn. We need to be relentless learners. Your learning journey is long. Your career is long. It's a long road, so be curious and learn and work hard because that will differentiate you. And I think whether it's being kind, being curious and working hard, don't worry, the right people are always watching, so you don't have to be in a rush.

00:32:05:20 - 00:32:29:22
Jacquie
You don't have to worry about what your business card says. Just make sure that you enjoy what you're doing. Follow that mantra and the right people will see you, they'll find you, they'll mentor you, they'll promote you, they'll engage you, and they'll bring you in. And the opportunities will come, I promise. So I really think it's that simple. And, if you stick to that, I think the future is very bright, particularly for marketing.

00:32:30:00 - 00:32:48:12
Alison
I think that is exceptional advice. And sometimes, often the simplest advice is the most powerful. It can also be tough to follow. So I absolutely echo your advice and encourage everyone listening to take that away and action it. And you're absolutely right. The right people will notice you. Opportunities will open up for sure. So Jacquie, thanks for a great conversation.

00:32:48:12 - 00:32:55:23
Alison
Absolutely looking forward to cheering on Team Canada in the coming weeks. And I hope you have a wonderful time being on site.

00:32:56:00 - 00:33:05:21
Jacquie
Thank you, Alison, and thank you for inviting me on. Thank you for your leadership in marketing and we're really looking forward to cheering on Team Canada.

00:33:05:23 - 00:33:18:13
Presenter
Thanks for joining us. Be sure to visit theCMA.ca and sign up for your free MyCMA account. It's a great way to stay connected and benefit from the latest marketing thought leadership, news and industry trends.