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Canadian pop star causes uproar for promoting Team USA at 2026 Winter Olympics

Canadian singer Tate McRae promotes Team USA in NBC's campaign for the 2026 Winter Olympics despite criticism from Canadian fans over national loyalty.

  • On Tuesday, February 3, Tate McRae starred in an NBC Sports promo for Team USA, prompting swift backlash from Canadians ahead of the Friday Olympic Opening Ceremony.
  • NBCUniversal cast Tate McRae in its 'Legendary February' campaign to promote Olympic and Super Bowl coverage, also boosting her single Nobody's Girl; her link to Jack Hughes adds context.
  • On camera she namechecks America’s figure skaters and Lindsey Vonn, highlighting her epic comeback in the ad asking a talking snowy owl for directions to Milan to meet Team USA.
  • On Wednesday the backlash intensified as Canadian fans criticized McRae for promoting Team USA shortly after her Juno Awards nomination, though many Instagram commenters defended her and CBC Music sought comment.
  • Amid rising Canada–U.S. trade and tariff tensions, commenters called the ad tone-deaf while NBC's star-driven promos echo Dua Lipa's November spot and ticket sales near $1.2 million.
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Lean Left

Advertising for the wrong team? Because singer Tate McRae drums on TV for the appearances of US athletes, many of their Canadian compatriots react outraged. The pop star is now trying to smooth the waves.

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Billboard broke the news in United States on Tuesday, February 3, 2026.
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