Opinion: Canadian broadcasting needs to do better in highlighting Olympians

Like many sports enthusiasts, I relish the excitement of Sunday football, indulging in hours of uninterrupted sports action with high stakes. It’s an experience that, outside of major events like tennis or golf championships, the FIFA World Cup, or the Olympic Games, is often unparalleled.

While watching a tense Sunday Night Football battle on NBC between the Baltimore Ravens and the Jacksonville Jaguars for a spot in the NFL playoffs, I was intrigued to see NBC play-by-play announcers Mike Tirico and Cris Collinsworth take a moment to highlight an Olympic athlete, U.S. decathlete Anna Hall, who is a strong contender for a medal (possibly gold) in the women’s heptathlon next summer in Paris.

World Championships silver medalist Anna Hall at Sunday Night Football
👋 @annaahalll pic.twitter.com/h9HYrGmcKs

— NBC Olympics & Paralympics (@NBCOlympics) December 18, 2023

The broadcast showcased Hall, sporting a Jacksonville Jaguars sweater, who waved to the average 18.7 million viewers who tune in to watch Sunday Night Football each week. Throughout the year, NBC has consistently featured athletes like 100m world champion Noah Lyles, 800m Olympic champion Athing Mu, world and Olympic champion shot putter Ryan Crouser and 200m Olympic medallist Gabby Thomas on the broadcast–all U.S. medal hopefuls for the 2024 Paris Olympic Games.

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Interestingly, on Saturday night, former Canadian Olympic champions Andre De Grasse and Donovan Bailey were prominently featured in a taped intro to CBC/Sportsnet Hockey Night in Canada. This segment featured two of Canada’s fastest sprinters discussing “speed” before famous broadcaster Ron MacLean and the Sportsnet panel previewed the Toronto Maple Leafs vs. Pittsburgh Penguins game. 

“I love the game because of the speed.” 🏃‍♂️

Canadian Olympic sprinters Andre De Grasse (@De6rasse) and Donovan Bailey (@donovanbailey) open Hockey Night in Canada on Sportsnet. pic.twitter.com/dzghxxKDmR

— Sportsnet (@Sportsnet) December 17, 2023

While it’s commendable that Hockey Night in Canada provides a platform for track and field stars, there should be more consistent coverage, especially considering CBC and Sportsnet are the official broadcasters of the Paris Olympics. If NBC can spotlight upcoming Olympians or Paralympians in their hometowns, why can’t CBC or Sportsnet feature upcoming Canadian athletes during the weekly Hockey Night in Canada broadcasts?

The pitch

Imagine the impact of having an athlete drop the puck or participate in a 30- to 60-second interview during the broadcast. Such opportunities could introduce these athletes to a broader audience, potentially garnering new fans and sponsorships. For CBC and Sportsnet, these interviews could pay dividends during their Olympic broadcasting. Picture MacLean in an interview with Cam Levins about his 300-km/week training routine for the Olympic marathon during the intermission of a Vancouver Canucks game. Or Jean-Simon Desgagnés, a world 3,000m steeplechase finalist, proudly sporting the Montreal Canadiens jersey on French television–wouldn’t that be gold?

With an average viewership of around 1.5 million during an NHL regular season Hockey Night in Canada game, it has the potential to offer Olympic athletes substantial exposure, creating a stronger connection with the Canadian audience. And again, it will pay dividends, come July/August. More Canadians will tune in, knowing they have a horse in the race or a medal hopeful. With over 350 athletes representing Team Canada in Tokyo, it shouldn’t be difficult to find athletes who are a fan of one of the seven Canadian franchises.