As the countdown to the Milano Cortina 2026 Olympic Winter Games begins, the Canadian Olympic Committee is turning cities across the country into front-row seats for Team Canada pride. Returning for its second edition, Team Canada FanFest will pop up in four major cities, transforming iconic public spaces into hubs of live sport, hands-on experiences, and community celebration. We caught up with Kelley Tessier, Senior Director of Brand and Digital Marketing at the COC, to talk about how FanFest brings Canadians closer to the Games—long before the first medal is won. —Noa Nichol
Team Canada FanFest is returning after the success of Paris 2024. What did you learn from that experience, and how did it shape the vision for this Winter Games edition?
When we launched Team Canada FanFest for Paris 2024, we witnessed the incredible energy that unfolds when sport, communities and our partners come together to celebrate Team Canada athletes. For the 2026 Milano Cortina Winter Olympic Games, we are doubling down on that with events built around the competition schedule and introductory experiences to winter sports; allowing our fans to both watch Team Canada and participate in winter sports.
These events are intentionally free and family-friendly. Why is accessibility such a critical part of how the Canadian Olympic Committee thinks about fan engagement?
The Canadian Olympic Committee believes sport should be safe, inclusive, and free from as many barriers to entry as possible. Sport brings Canadians together like nothing else, and Team Canada FanFest is an opportunity for communities across the country to come together to cheer on Team Canada and, in some cases, to try new sports for the first time. That’s what the Olympics is all about.
Each Team Canada FanFest city has its own Olympic and sporting legacy. How did those histories influence the choice of locations and programming for the Team Canada FanFest events in 2026?
You are right! Each city selected to host a Team Canada FanFest was chosen not only for its Olympic legacy, but for the distinct energy and experience each venue brings. In Toronto, iconic Nathan Phillips Square is a natural gathering place, especially in winter; serving as both a family hub and the epicenter of citywide celebration. The city’s role as host of the 2015 Pan Am Games further reinforces its connection to sport. Calgary is home to many of Canada’s winter sport partners and carries the enduring legacy of the 1988 Olympic Winter Games, making WinSport Event Centre a natural fit. Vancouver, the most recent Canadian host of the Olympic Games, continues to showcase its legacy with the Olympic cauldron proudly displayed at Jack Poole Plaza. Finally, Montréal’s Esplanade Tranquille was an essential stop as the city marks the 50th anniversary of the 1976 Olympic Games this year.
Beyond cheering on athletes, Team Canada FanFest invites Canadians to try Olympic sports themselves. Why is hands-on participation so important to the long-term future of sport in Canada?
The COC just launched Team Canada 2035, a new 10-year strategy to transform Canada through the power of sport, which in large part aims to connect Canada’s high performance and Olympic success with grassroots participation in organized sport. In fact, one of the core pillars of the strategy is to get 1 million more young people engaged in organized sport over the next decade. To do that, we’re working closely with our National Sport Organization partners to expand and develop programs and put resources where they’ll matter. And working with those partners we know Team Canada FanFest is a great opportunity to engage people in sport and the Olympic spirit during the Games!
From your perspective, how does knowing that fans are gathering across the country impact Team Canada athletes competing overseas?
We know that Team Canada athletes want to represent their country and make Canadians proud. Bringing fans together in celebration like this not only provides a visual show of support, but also creates a deeper emotional bond between fans and the athletes they are cheering for. It allows Canadians to create memorable Olympic Games moments without leaving the country.
There’s a strong focus on inspiring the next generation—especially kids and youth. What role do events like FanFest play in driving sport participation beyond the Games?
As mentioned, one of the key principles of Team Canada 2035 is to connect Canada’s high performance and Olympic success with grassroots participation in organized sport. We believe these things are connected, and that having more young people across the country engaged in sport broadens the high performance pipeline and ultimately improves Canada’s potential success on the world stage.
Team Canada FanFest brings together athletes, National Sport Organizations, and brand partners in one space. How do these collaborations help amplify the Olympic spirit and community connection?
We couldn’t deliver events like this without the support of our marketing and sport partners. Not only do they contribute to the success of Team Canada athletes through their ongoing commitments to the COC, but they also add value to the event experience with their on-site presence. The activities they offer, or the giveaways to enhance the guest experience all add up to make these events a success.
As someone leading brand strategy at the COC, what do you hope Canadians feel—or take away—after spending a day at Team Canada FanFest this winter?
Most importantly we want fans to walk away with a sense of pride; proud of the athletes they are cheering on and proud to be a Canadian. Our hope is that we’ve created a memorable experience for everyone that creates a sense of community and deepens their connection to Team Canada.
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