Money is moving through sport in new ways and not always where people expect. In Episode 2 of Sport Intelligence: The State of Sport in Canada, host Paula Baker and Lang Chair Dr. Ann Pegoraro from the University of Guelph explore how sports betting, private investment, athlete branding, and shifting consumer behaviour are reshaping the economics of sport. As new revenue streams emerge, so do new questions about athlete protection, affordability, and who ultimately benefits. You'll also hear from Basketball Canada CEO Michael Bartlett, who shares how national sport organizations are navigating rising costs, changing sponsorship landscapes, and growing pressure to do more with less. As sport evolves into a more complex business environment, are organizations equipped to manage the opportunities and risks that come with it?

This special edition limited-series podcast is brought to you by the Gordon S. Lang School of Business and Economics, and produced by Canada's Sport Information Resource Centre (SIRC). Follow along to hear even more of the groundbreaking research and the strategies that propel our teams and athletes forward.

What do rising costs, global instability, loneliness, and immigration have in common? According to Dr. Ann Pegoraro, Lang Chair in Sport Management at the University of Guelph, they’re all reshaping the future of sport in Canada. In this episode, SIRC's Paula Baker speaks with Pegoraro and Ontario Soccer CEO Johnny Misley about the pressures transforming participation, funding, community sport, and the role sport plays in Canadian society. From affordability and newcomer engagement to the opportunities surrounding the 2026 FIFA World Cup, this conversation explores why understanding the broader environment may be the most important challenge facing sport leaders today.

This special edition limited-series podcast is brought to you by the Gordon S. Lang School of Business and Economics, and produced by Canada's Sport Information Resource Centre (SIRC). Follow along to hear even more of the groundbreaking research and the strategies that propel our teams and athletes forward.