Olympic Sponsorship Beyond the Podium
Author - Owen Gazel
As the Olympic flame dimmed yesterday, we closed another chapter in Canada’s Olympic story.
Maybe this wasn’t our most dominant Games from a medal-count perspective. But the Olympics have never just been about medals.
They are about sacrifice. About athletes who dedicate their entire lives, sometimes for a race decided in seconds, chasing a dream that started when they were kids.
They are about the villages behind them. The small towns in Saskatchewan. The big city lights of Toronto. The parents driving to early-morning practices. The coaches who give their time, energy, and belief. The communities that rally behind a flag.
This year, at a time when national pride feels especially meaningful, the Games brought Canada together from coast to coast. And that unity is something no medal table can measure
TL;DR
The Olympics are about more than medals. They are about sacrifice and community.
Behind every podium moment is a network of families and hometowns.
Athlete partnerships require strategy, not sentiment.
Long-term support between Games is where real brand impact happens.
Community, not visibility, sustains sponsorship value.
What the Olympics Mean for Brands
For Canadians, the Olympics are a shared moment. For brands, they are a choice.
You can chase visibility. Or you can invest in alignment.
At T1, we believe Olympic sponsorship strategy works best when it reflects shared values, long-term commitment, and clear return on objectives. Sponsorship is not about borrowing glory. It is about standing with the communities behind performance.
We had the privilege of working alongside Maple Leaf Foods and talented agency partners to support Canadian athletes leading into these Games. Our role focused on contractual negotiation, partnership strategy, and athlete selection, using a structured scorecard process to ensure the right athletes aligned with the right brands.
For Maple Leaf’s hero campaign, we partnered with Ivanie Blondin, Laurent Dubreuil, and Cassie Sharpe. World-class athletes deeply connected to family, sport, and fueling performance.
For Mighty Protein, we selected William Dandjinou, Courtney Sarault, Maïa Schwinghammer, and Megan Oldham. Rising stars and powerful storytellers who connect with a new generation.
The strategy, backed by research and collaboration, led to 11 podium moments. But more importantly, it created meaningful connection between athletes and the communities that support them.
Watching them compete and win was rewarding. Not because of logo placement. Because of what those wins represented.
The Work Between the Games
Now the focus shifts to LA 2028.
But the real opportunity is not just the next spotlight moment. It is the years between.
Supporting Canadian athletes cannot be episodic. It requires sustained belief. Long-term storytelling. Showing up before the cameras turn on.
This is where return on objectives becomes real. Not impressions. Not one-off bursts of attention. But trust, relevance, and belonging within communities that care deeply about sport.
Athletes do not compete alone. They carry parents, coaches, small towns, and national identity with them. When brands support athletes with intention, they are not just sponsoring performance. They are standing with those communities.
The flame may be dimmed. But the pride is still burning.
And the work toward LA 2028 has already begun.
Maple Leaf - A Success
When brands invest in amateur athletes, they’re not just funding performance; they’re becoming part of a journey that’s years in the making. To witness that dedication, sacrifice, and belief come to life on the world stage is something truly special.
Megan Oldham – The golden girl from Parry Sound, delivering a spectacular gold and bronze, proving that small-town dreams can shine on the world’s biggest stage.
William Dandjinou – Bronze medalist who raced with grit under immense expectations, embodying the resilience and competitive spirit that defines Canada.
Ivanie Blondin – Competing in her third Olympic Games, Ivanie captured gold and silver in long track, winning not just medals but the hearts of Canadians nationwide with her leadership and perseverance.
Laurent Dubreuil – A proud father of two, demonstrating unwavering commitment to his craft, earning bronze in the 500m as one of the most seasoned athletes in the field, proof that experience, sacrifice, and heart still matter.
Cassie Sharpe – The true definition of a champion. Battling through injury in the women’s halfpipe, while balancing life as a new mother, Cassie showed Canada that courage isn’t just measured in medals — it’s measured in heart, sacrifice, and the drive to push beyond limits for something bigger than yourself.
Maïa Schwinghammer – Finishing 6th in Moguls, Maïa showed that a small-town Saskatchewan athlete can compete with the world’s best. Her father’s emotional, viral reaction reminded Canada that behind every Olympian is a family who sacrifices, believes, and celebrates every moment with pride.