A Modern Olympic Truce: TSN, CBC, and Sportsnet Unite for 2026

Echoing an ancient tradition, Canada is forging a modern Olympic Truce. Just as warring city-states in ancient Greece paused conflict for the Games, Canada’s broadcasting giants – the Canadian Broadcasting Corporation (CBC), Bell Media’s TSN, and Rogers Sports & Media’s Sportsnet – are setting aside competitive differences to bring the excitement of the 2026 Winter Olympics to viewers across the country. CBC has been the official rights holder since 2014, but strategically sublicenses coverage to TSN and Sportsnet, ensuring a broad and engaging experience for all Canadians.

The Return of NHL Players and a Collaborative Approach

With NHL players returning to the Winter Olympics for the first time since 2014, the stakes are higher than ever. Both Sportsnet, holding national NHL rights through 2038, and TSN, with regional coverage for four of seven Canadian teams, are determined to be central to the broadcast. This translates to a groundbreaking commitment: every Canadian women’s and men’s hockey game will be simulcast across all three networks for the duration of their tournament run.

“We thought it was really important that we gather and put the content in as many places as possible,” explains Chris Wilson, CBC’s Executive Director of Sports and Olympics. “The Team Canada games will truly be uniting opportunities for Canadians.” This collaborative effort aims to potentially deliver one of CBC’s largest audiences ever, building on the success of the 2014 men’s gold medal game which drew an average of 8.5 million viewers despite an early morning start for many.

Behind the Scenes: A Unified Front with Specialized Roles

The spirit of cooperation will be particularly evident in the hockey coverage. While all other events will be called remotely from CBC HQ in Toronto, play-by-play and analysis for hockey will originate live from Italy. TSN’s Kenzie Lalonde and two-time Olympian Cheryl Pounder will lead the women’s game coverage, with Claire Hanna reporting on-site. Daniella Ponticelli and Becky Kellar will also contribute to the women’s broadcasts. A panel featuring Andi Petrillo and Saroya Tinker in Toronto will be joined remotely by Cassie Campbell-Pascall and Hailey Salvian from Milan.

For the men’s games, Sportsnet’s Chris Cuthbert will handle play-by-play, alongside TSN’s Mike Johnson providing colour commentary for Team Canada matchups. Matt Cullen and Becky Kellar will call other men’s games from Toronto, while Kyle Bukauskas (Sportsnet) will report from the ground. Campbell-Pascall and Pounder will also feature on the men’s hockey panel, alongside TSN’s James Duthie and Sportsnet’s Elliotte Friedman and Kevin Bieksa.

Strategic Goals: Beyond the Games

Despite the collaboration, each broadcaster has its own strategic objectives. The NHL’s presence is crucial for both Sportsnet and TSN, reinforcing their commitment to hockey coverage. Both networks will also produce their own morning and midday studio shows, leveraging their extensive talent pools.

CBC, however, stands to gain significantly in terms of viewership during prime time with its flagship CBC-TV channel. Furthermore, CBC is leveraging the Olympics to drive subscriptions to its Gem streaming service, which will host every live event and offer on-demand replays. This strategy allows CBC to gather valuable user data for future marketing efforts and highlight its support for amateur sport in Canada.

Reaching New Audiences in a Fragmented Media Landscape

Recognizing the evolving media landscape, CBC is actively working to reach audiences where they are. “We’re under no illusion that every teenager knows what the CBC main channel is,” admits Wilson. The broadcaster is focusing on distributing highlights on platforms like YouTube and TikTok, directing viewers back to CBC Gem for comprehensive coverage. The goal is to cater to diverse viewing habits, offering everything from full live streams to short, engaging clips.

Ultimately, the collaboration between TSN, CBC, and Sportsnet aims to ensure that all Canadians can enjoy the 2026 Winter Olympics, regardless of their preferred platform or viewing style. It’s a testament to the enduring power of the Olympic spirit and the importance of bringing Canadians together through shared experiences.

Learn more about the Olympic movement: International Olympic Committee