Sports at the Top of Searches: NFL and NBA Dominate Canadian Interest in 2026

Searches in Canada in 2026 show the strength of the National Football League and the National Basketball Association and reveal shifts in Canadians’ interest in sports traditionally dominated by hockey.

Sport has always held a central place in Canadian culture. In 2026, however, patterns of public interest in different sports reveal significant changes.

An analysis of Google Trends data conducted by BonusFinder Canada outlines a portrait of national and regional sporting preferences, showing a country divided between hockey, historically associated with local identity, and the growing appeal of American leagues.

The rise of the NFL on the national stage

The most striking figure is the position of the National Football League at the top of searches related to sports nationwide. With 81 points, American football surpasses hockey (75) and establishes itself as the most searched sport in the country.

The regional distribution, however, is not uniform. Nova Scotia records the highest search interest for the NFL, reaching the maximum score of 100. Saskatchewan registers 91 points, while Alberta and Manitoba each record 78 points, forming a bloc where American football predominates.

Factors such as the absence of competitive Canadian teams in certain regions and geographic proximity to American urban centres contribute to this pattern. The NFL’s marketing strategy, which has turned the Super Bowl into an event with global reach, penetrates the Canadian market with an intensity hockey no longer seems able to match.

Ontario and the dominance of the NBA

Ontario follows a different path. In the most populous region of Canada, the National Basketball Association reaches the maximum score (100), surpassing all other sports.

The Toronto Raptors, the only Canadian franchise in the league, have built a fan base that extends far beyond the city. The championship victory in 2019 remains a reference point in online interest and in the imagination of fans.

One particularly significant detail: in Ontario, hockey does not appear among the ten most searched terms. The sport that for generations symbolized Canada’s athletic identity is absent from the radar in the province that hosts the Hockey Hall of Fame, an indication of a generational shift with deep implications.

The NBA also shows strong presence in Manitoba (76 points), Saskatchewan (61), and British Columbia (75), positioning itself as the second most popular sport nationwide and the leading one in Ontario.

Hockey and its regional strongholds

Despite the rise of American leagues, hockey continues to hold significant relevance in specific regions. The study suggests a territorial reconfiguration of the sport, which has retreated into its traditional strongholds.

In Prince Edward Island, hockey shares the top position with “home prices,” both reaching 100 points, highlighting the persistence of tradition alongside economic concerns.

In New Brunswick, the sport ranks third, with 87 points, behind “public safety” and “video games.” Newfoundland and Labrador records 78 points, and Saskatchewan records 83. In Quebec, however, hockey reaches only 62 points, ranking behind soccer (83) and the National Football League (63).

The most concerning numbers come from Ontario, where hockey does not appear in the top 10, and British Columbia, with 54 points, the lowest performance among the provinces. The figures serve as a warning sign for a nation traditionally identified with the sport.

Quebec and the exception of soccer

Quebec displays a distinct pattern. In the francophone province, soccer leads searches with 83 points, a clear margin ahead of the National Football League (63), which ranks second.

The data reveals several layers of meaning. First, it highlights the European and Latin cultural influence in Quebec, historically more connected to France than to the United States. Second, it suggests that younger generations of Quebecers have followed athletes such as Lionel Messi and Kylian Mbappé, establishing references different from the stars of the National Hockey League.

Soccer also shows strong presence in Ontario (97 points), where it ranks as the fifth most searched sport. In Quebec, however, it takes on a leading role, functioning as a marker of cultural identity.

The intersection between sports and video games

The study suggests a correlation between interest in sports and the popularity of video games. In provinces such as Newfoundland and Labrador, where “video games” lead with 87 points, a significant portion of that interest is likely connected to sports titles such as FC, Madden NFL, and NBA 2K.

Younger generations are not only watching competitions; they participate through digital simulations. This process creates bonds with teams and athletes that transcend geographic borders. A teenager in St. John’s may become a supporter of Real Madrid through FC, without any direct connection to the city.

The gamification of sport helps explain the rise of the National Football League and the National Basketball Association among young Canadians.