spark*insights

It's a "Summer" Olympics

Canadians wish they could be like Summer McIntosh, with swimming topping the list of Olympic ambitions

Aug 09, 2024
Bruce Anderson
Alex Kohut

As the closing ceremony for Paris 2024 approaches, we asked 1,815 adult Canadians about their own sport and Olympic dreams. Here’s what we learned:

  • When asked what sport they wish they could be a gold medalist in, about 1-in-5 Canadians said swimming, suggesting Canadians are taking inspiration from Summer McIntosh’s three trips to the top of the podium in Paris.
 
  • Swimming was by far top choice among women, with gymnastics and figure skating taking the other podium positions.
  • Meanwhile, men were much more likely to choose team sports, with hockey, soccer and basketball joining swimming at the top of the list.
 
  • Swimming leads the way with Canadians across regions, age groups and political identities although Conservatives and older Canadians are more likely to wish for hockey success.
  • While hockey ranks second among Canadians over the age of 30, younger Canadians are more likely to wish for a medal in soccer or basketball, signalling a generational shift towards these sports that have had recent growth in Canada.
 

Our Take

Alex Kohut, Senior Director of spark*insights: “Hockey will always be important to Canadians, but it is great to see young Canadians embracing a variety of different sports. Canada’s recent success stories in swimming, basketball and soccer have clearly been inspiring for many and growing excitement around these sports could well lead to more success in future Olympics."

The data referenced were gathered online, with a representative sample of 1815 adults across Canada, between the dates August 3, 2024 and August 7, 2024.

About spark*insights

spark*insights is led by Bruce Anderson, one of Canada’s leading and most experienced public opinion researchers, along with Alex Kohut, former Senior Manager of Research & Advertising in the Office of the Prime Minister. From polling and research to analysis and guidance, we help organizations, uncover the factors driving or influencing public perception to gain valuable insights into the shape and movement of the landscape.

Interested in more, or how we can help? Reach out:


Bruce Anderson

bruce@sparkadvocacy.ca
Alex Kohut

alex@sparkadvocacy.ca

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