Canadians Love Their Hockey, But Not Enough to Foot the Bill for a Future Olympics

February 3, 2026 (Toronto, ON) – A new national survey from Liaison Strategies reveals a complex relationship between Canadians and the Winter Olympics. While Ice Hockey remains the undisputed heart of the Games for the public, there is deep-seated sticker shock regarding the prospect of bringing the event back to Canadian soil.

The study finds that while 86% of Canadians say the national Olympic team makes them proud of their country, that pride does not necessarily translate into a blank check for future hosting duties.

Only 24% of Canadians strongly support a future bid for the Games. Instead, a plurality (43%) will only support a bid if no new permanent venues are built, while one in four Canadians (25%) oppose a bid regardless of the plan due to the high costs involved.

Meanwhile, in the heated rivalry between ice hockey and figure skating, hockey is the clear top draw: 43% of Canadians say it’s the sport they’re most interested in watching, more than double the share for figure skating (17%).

Liaison surveyed a random sample of 1,000 Canadians from January 19 to January 31, 2026, using Interactive Voice Recording (IVR) technology. To ensure a representative sample, participants were reached through random digit dialing (RDD) across both landline and cellular phone networks.

Liaison Strategies is one of the most accurate polling firms in Canada. It ranked #1 in accuracy in the 2025 Ontario election and #2 nationally in the 2025 federal election. Liaison is a member of the Canadian Research Insights Council (CRIC).

David Valentin, Principal at Liaison Strategies, said the following:

"Canadians are showing high interest in the Olympics with 74% saying they plan to follow the Winter Games. And yes, we are as obsessed with hockey as we’ve ever been, it is the sport people want to watch most, but when it comes to hosting, the fear of the financial penalty box is real."

"The message to organizers is that the public is interested in an Olympics that fits into our existing infrastructure. We want to see the puck drop, but we don't want to be the ones paying for the arena."

The Hockey Dominance

"Despite the fiscal hesitation, enthusiasm for the actual competition remains high."

• The Top Draw: Ice Hockey is the sport Canadians are most interested in watching, cited by 43% of respondents.
• Regional Passion: Interest in hockey is highest in Atlantic Canada (53%), followed by Alberta (48%) and Manitoba/Saskatchewan (46%).
• Gender Split: While hockey is the top choice for all genders, it is particularly dominant among men (51%) compared to women (35%).

The Sticker Shock on Hosting

The fear of high costs is a significant barrier to any future Canadian Olympic bid.

• Cost Resistance: 25% of Canadians are a hard no on any future bid specifically because of high costs.
• Conditional Support: 43% of the population is only willing to entertain a bid if it requires no new permanent venues, indicating a demand for fiscal pragmatism.
• Regional Skepticism: Opposition to a bid regardless of the plan is highest in Quebec (30%) and Ontario (28%).
• Age Factor: Older Canadians are the most concerned about costs, with 32% of those aged 65+ opposing a bid regardless of the plan.

National Interest and Pride

While the cost of hosting is a point of contention, the emotional connection to the athletes remains a unifying force.

• National Pride: 57% of Canadians strongly agree and 29% somewhat agree that the Olympic team makes them proud of their country.
• General Interest: 73% of Canadians intend to follow the 2026 Winter Games, with 28% very interested and 45% somewhat interested.
• Viewing Habits: 38% of Canadians plan to watch live events on TV or streaming, while 27% prefer highlights or recaps.
• Medal Count: 38% think Canada's performance will be be better than previous Winter Olympics, while 42% think it will be the same. Only 12% believe Canada will do worse than recent Winter Games.

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Detailed Poll Report:

About Liaison Strategies
Liaison Strategies is a national public opinion research firm. With 12 years of experience in Canadian polling, David Valentin, principal, has fielded hundreds of projects at the municipal, provincial and federal levels and appeared across Canadian media to discuss insights. Liaison is a member of the Canadian Research Insights Council (CRIC), Canada’s voice of the research, analytics, and insights profession both domestically and globally.