Calgary-born pop star Tate McRae is facing a wave of criticism from her home country after appearing in a new NBC Olympics promotional ad supporting Team USA. The backlash, which began on Wednesday, February 4, 2026, centers on the perception that McRae is prioritizing a commercial opportunity over national pride, particularly as the relationship between Canada and the United States experiences renewed tension.
The advertisement features McRae on a snowy mountainside, seeking directions to Milan for the opening ceremony of the 2026 Winter Olympics. Instead of expressing enthusiasm for Team Canada, she states her intention to support Team USA, specifically mentioning her excitement to watch American athletes compete, including Lindsey Vonn’s anticipated comeback. She also references attending Super Bowl LX, further fueling the discontent among some Canadians.
The reaction was swift and largely negative on social media platforms like X (formerly Twitter). Many Canadians expressed disappointment and accused McRae of disloyalty. One user referenced former President Donald Trump’s past suggestions that Canada should become the 51st state, framing McRae’s support for Team USA as a betrayal given that history. Another user questioned the singer’s motives, suggesting a financial incentive was the driving force behind her decision. The sentiment was echoed by others who pointed to the current political climate and perceived lack of reciprocity from the United States.
“Tate McRae doing a promo for NBC and Team USA for the Olympics and not Canada has me a bit sad but okay,” posted Toronto-based sports content creator Jordan Cicchelli on X. Independent media company Made in Canada also questioned McRae’s decision to support the American team via a post on their X account.
The controversy isn’t entirely new for NBC’s Olympic advertising strategy. In November, British pop star Dua Lipa faced similar criticism for appearing in an NBC Olympics ad promoting American athletes. This suggests a pattern of the network featuring international stars to generate buzz, even if it risks alienating fans in the athletes’ home countries.
While the majority of the online response has been critical, some fans have defended McRae, framing the advertisement as a positive step in her career. One fan posted on X, “Tate mcrae doing promo for the super bowl and the winter olympics. Oh the canadian princess of pop is here,” suggesting the exposure is beneficial regardless of the national implications.
McRae’s team has been contacted for comment by CBC Music, but has not yet responded. The situation highlights the complexities of navigating national identity and commercial opportunities for athletes and entertainers who achieve international success. McRae, born in Calgary, Alberta in 2003, has built her music career primarily in the United States, a factor some observers believe contributes to her willingness to align with American brands and teams.
The timing of the backlash is particularly noteworthy, coming just a week after McRae was announced as the leading nominee at this year’s Juno Awards, alongside Justin Bieber. This juxtaposition of national recognition and perceived disloyalty has amplified the controversy and sparked further debate among Canadians.
The incident also raises questions about the broader implications of athlete endorsements and the potential for political undertones in sports marketing. As the 2026 Winter Olympics approach, and with ongoing geopolitical tensions, the scrutiny surrounding athlete endorsements is likely to intensify. The reaction to McRae’s ad serves as a cautionary tale for brands and athletes alike, demonstrating the potential for backlash when national pride and commercial interests collide.
The 2026 Winter Olympics are scheduled to be held in Milan and Cortina d’Ampezzo, Italy. Super Bowl LX is set to take place shortly after the Olympic opening ceremony, further emphasizing the dual focus of McRae’s promotional message. The ad, which also promotes McRae’s single “Nobody’s Girl,” is currently airing on NBC and Peacock.
