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Feb. 12, 2026, TORONTO 鈥� As 91亚色 is getting ready to cheer on alumna and former 91亚色 Athletics track-and-field star Cynthia Appiah, who will start competing this Sunday at the 2026 Milano Cortina Winter Games in the Women鈥檚 Monobob for Team Canada, 91亚色 marketing expert is available to speak on marketing at the Olympics, including opportunities for athletes in niche sports and how brand and marketing plans are shaping up as we enter the second weekend of the Games.

Vijay Setlur is a marketing instructor at 91亚色鈥檚 Schulich School of Business specializing in sports and tourism marketing. Setlur has commented hundreds of times in the media on dozens of international and high-profile sporting events, including the Paris 2024 Summer Olympics, FIFA World Cup Qatar 2022 and the 2022 Winter Olympics in Beijing. He is also a freelance soccer analyst and former soccer journalist, and a consultant for Concacaf (Confederation of North, Central America and Caribbean Association Football).

Setlur is available to comment on:

• Athlete marketing and branding
• Sponsorships and the Olympic games
• TV ratings and viewership of the Games
• Tourism opportunities coming out of the Olympic Games

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91亚色 is a modern, multi-campus, urban university located in Toronto, Ontario. Backed by a diverse group of students, faculty, staff, alumni and partners, we bring a uniquely global perspective to help solve societal challenges, drive positive change, and prepare our students for success. 91亚色's fully bilingual Glendon Campus is home to Southern Ontario's Centre of Excellence for French Language and Bilingual Postsecondary Education. 91亚色鈥檚 campuses in Costa Rica and India offer students exceptional transnational learning opportunities and innovative programs. Together, we can make things right for our communities, our planet, and our future.

Media Contact: Emina Gamulin, 91亚色 Media Relations, 437-217-6362, egamulin@yorku.ca

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July. 26, 2024, TORONTO 鈥� While the Olympics are a show of international friendship and athletic excellence, they are also about politics and diplomacy, tourism, social change and spectacle, and sometimes even espionage.

鈥淭he Olympics has the potential to be such a positive force for good in the world,鈥� says 91亚色 Faculty of Health Associate Professor , a three-time Olympic coach who teaches a course on the history of the Olympic Games and will be in Paris July 26 onward cheering on his daughter, . 鈥淓very Olympics strives to meet its ideals, and every Olympics falls short 鈥� but I am an optimist, I believe each Olympics gets better and better.鈥�

贬耻尘补帽补 and other 91亚色 experts are available to give comment to media on everything from nationalism in sport and why the economic pressures on athletes are getting even worse, to branding and tourism opportunities, the evolution of women鈥檚 basketball in Canada and how large sporting events intersect with sex tourism and displacement of low-income people, and more.  

Hern谩n 贬耻尘补帽补

贬耻尘补帽补, who helped Canada secure a bronze in the Atlanta 鈥�96 games, teaches in the Department of Kinesiology and Health Science at 91亚色. He was an early coach for his daughter, who along with her Canadian beach-volleyball partner and fellow 91亚色 alumna Brandie Wilkerson, is currently ranked fourth in the world and is in Paris competing for a medal. 贬耻尘补帽补 played for the Chilean national volleyball team and came to Canada as a political refugee during the Pinochet years, a journey which he documented in his book Playing Under The Gun: An Athlete's Tale of Survival in 1970s Chile. He is available from Paris to comment on the history of the Olympics and how political and social events intersect and affect the modern games from their inception in the late 1800s to now. 贬耻尘补帽补 can also offer interviews in Spanish.

Topics he can speak to include: 

• History of the Olympics
• Sport and nationalism
• Gender issues in sport 
• Compensation and treatment of athletes

Parissa Safai 

The Canada Soccer drone-spying controversy is, in part, a great example of how much more aggressive Canada has become on the international sport scene in pursuit of wins, says , professor in the Faculty of Health and Chair of the School of Kinesiology and Health Science.

鈥淚n many ways, the 2010 Vancouver Winter Olympics marked a pronounced shift in Canada鈥檚 attitudes towards success on the Olympic stage and our high-performance sport system became even that much more intentional about 鈥榦wning the podium鈥�,鈥� says Safai. 鈥淔or an athlete, gold medal-winning performances demand not just an unconditional commitment to physical training and skill development, but presuppose disposable money and disposable time, as the financial support from governments is just not enough.鈥�

Many athletes are highly reliant on their parents for financial support, and the costs of producing a gold-medal winning performance has gone up, adds Safai, putting more pressure on high-performance athletes, and making their finances even more precarious. Safai is an expert in the sociology of sport, health and social inequality. She is available for phone and video conference interviews and can speak to:

• Sports medicine and sports related pain and injury 
• Sport risk-taking
• Sport and social inequality and gender equity in sport 
• Barriers to physical activity in communities
• Sport policy and governance
  
  

Danielle Howard

In 2018, a U.S. conservative news commentator said that LeBron James should just 鈥渟hut up and dribble,鈥� after the NBA star gave his views about then-President Donald Trump in an ESPN podcast. 

Those comments inspired a documentary by the same name that explored the social and political influence of NBA players through the history of the league, which in turn was an inspiration for AMPD Assistant Professor 鈥檚 latest research at the intersection of race, sport and performance. 

鈥淭he documentary got me thinking, does dribbling have more to say about politics, about Black life, then we have initially given it credit for?鈥� 

Howard is working on a book called Making Moves: Race, Basketball, and Embodied Resistance that spans the twentieth and twenty-first centuries of basketball history. She examines America鈥檚 history of white supremacy and how comments like 鈥渟hut up and dribble鈥� reflect a continued dismissal of Black lives and experiences, images of the Black body on display through history from slave auctions to NBA drafts and how audience and media surveillance impacts movement. 鈥淭he majority of bodies in the NBA are Black. So from a media standpoint, the majority of the media consumption we have of basketball is represented by Black bodies.鈥�

She also looks at how Black athletes speak with their bodies, and how politics, history and social movements are embodied in athleticism, from the New 91亚色 Renaissance basketball team to present times.

鈥淏lack performance in sport is not merely aesthetic, it has potential and purpose to be disruptive to the political and to ultimately incite change and liberation.鈥� 

Howard is available to comment on: 

• Race, politics and sport
• Sport as performance, particularly basketball
• Theatre and spectacle in the opening and closing Games
• Aesthetics and virtuosity in Olympic sports such as gymnastics, diving, synchronized swimming and breaking 
  

Vijay Setlur

 鈥淔rance is already the most visited country in the world, but hosting the Olympics would diversify the destination and its visitor economy,鈥� says , a marketing instructor at 91亚色鈥檚 Schulich School of Business specializing in sports marketing and tourism marketing. 鈥淧eople visit the country for its museums, galleries, architecture and culinary offerings, but Paris will now be able to attract more international sporting events to capitalize on the growing sport tourism segment and elevate its status as a sports city.鈥�

Setlur attended and gave commentary at FIFA World Cup Qatar 2022 and is also a consultant for Concacaf (Confederation of North, Central America and Caribbean Association Football). Setlur is available to comment on:

• Canadian soccer drone scandal and how it might affect the perception of Canada Soccer and sponsorship activity
• Sponsorships and the Paris Olympic Games
• How the NFL and ICC are hoping to leverage flag football and cricket, making its debut at the LA28 Games, to engage younger consumers
• TV ratings and viewership of the Games
• Use of technology at the Olympics
  

Sarah Bay-Cheng 

鈥淔or me, sports is another kind of performance: It's aesthetic, it's time-based, there's an audience,鈥� saysProfessor , dean of the School of the Arts, Media, Performance and Design at 91亚色 and a former NCAA basketball player. 鈥淎s the playwright Sarah Kane once said, the difference between theatre and a football (soccer) match is that you don't know how the football match is going to end.鈥�

Bay-Cheng鈥檚 research focuses on the intersection of performance and media, including how digital technologies create performance conditions in museums and other cultural heritage sites. In this capacity, she is co-curating a gallery exhibition for the Museum of Toronto on the history of basketball in Toronto that will open in the spring of 2025.

鈥淚n Toronto basketball didn鈥檛 follow a linear development. Different versions of the game emerged at different times and in different places. Part of the work of preparing the exhibition has been to dig into the history of basketball in Canada and what has made Toronto such an exceptional place for the sport. As a former player, I鈥檝e been very interested in learning more about the history of women's basketball in Canada as relation to, but also very distinctive from the history of the sport in the United States.鈥�

Bay-Cheng is available to comment on the history of basketball in Canada, particularly the women鈥檚 game:

• The American and Canadian roots of the game
• How women鈥檚 basketball started among primarily white, upper-class women in the U.S., Ontario and eastern Canada, and why they were no match for a team from Western Canada that adopted a more aggressive style of play
• How Title IX in the U.S. was a game-changer for women鈥檚 basketball
• How both the men鈥檚 and women鈥檚 games have become more international, with training concentrated in NCAA schools
• Sports as mediated performance

Amanda De Lisio

During the 2014 FIFA World Cup and 2016 Olympic Games, Faculty of Health Assistant Professor  partnered with researchers in Rio de Janeiro to examine what happened with sex workers during the games.

鈥淥ne of the narratives that follows the sport mega event is related to the involvement of human trafficking,鈥� says De Lisio in the School of Kinesiology and Health Science. 鈥淲e work with people who are often the target of these anti-trafficking strategies to find out what is actually happening on the ground, are they being trafficked or exploited in their labour? And how their patterns of labour and migration in the city may change as a result of the mega event.鈥�

De Lisio is working with groups in Los Angeles, which will host the 2026 FIFA World Cup, the 2027 Super Bowl, and the 2028 Olympic Games to examine what is happening on the ground there ahead of the games. Her , published earlier this month, looks at the security apparatus of the Rio Olympics, and argues that 鈥渄espite the enormous investment and facade of newly militarized host communities, insecurities remained, and 鈥榮ecurity鈥� as a practice failed to be guaranteed.鈥� De Lisio is also available for interviews in Portuguese.                            

  She can comment on:

• Understanding sex work as labour in a vulnerable sector and how displacement brought on by mega-events affects sex workers and other communities
• Sport mega-event construction and the financialization of housing
• Local groups in Paris decrying Olympics-related displacement of low-income people
  

J-Rebel

A half century after the birth of Hip-Hop among mostly Black and Latino, working-class youth in the South Bronx, breaking makes its debut as an Olympic sport. For longtime breaker (Joseph Hersco) from the Supernaturalz Crew, who helped develop and co-taught a course on the art of breaking at 91亚色 with AMPD dance professor Mary Fogarty, he鈥檒l be watching the competition on Aug. 9 and 10 with a mix of emotions and criticisms. 

鈥淭here is a political side of Hip-Hop 鈥� it comes out of particular socio-economic conditions, right? I think a lot of that can easily get washed out, when the focus is around just who's winning in the competition,鈥� says J-Rebel, who lives and works in the Jane and Finch community in Toronto. 鈥淏ut those things are intertwined in breaking 鈥� the politics, the cultural aspects, race, class and gender.鈥� 

J-Rebel, who teaches kids breaking and has travelled the world by competing in international breaking competitions comparable to the caliber we will see at the Olympics, picked up the practice himself decades ago with peers and in community centres in Jane and Finch, Lawrence Heights and Malvern where he grew up and lived. He says that while breaking is more accessible to the youth in his community 鈥� predominantly low-income and working-class 鈥� than a sport like hockey or football, there are still barriers to who might be able to compete at the highest level due to social inequalities that are still present in many communities in Toronto. 

鈥淚t's not necessarily a predetermined thing because youth from these particular places have become resilient out of necessity, but your proximity to privilege and having resources is going to give you a better chance at developing your competencies.鈥�  

J-Rebel is available to comment on: 

• Origins and connections of breaking to hip-hop; roots in New 91亚色 and Black diasporic cultural expression 
• Why the Olympics need breaking and not the other way around
• Technical, cultural and social aspects of breaking 
• Ensuring access to breaking and sport in low-income and racialized communities. 
• History of breaking in Toronto 

Martin Breaugh

France was on shaky grounds ahead of the Olympics, politically speaking, but the ruling parties dodged a bullet in the snap election by blocking the far-right Rassemblement National (RN) party from taking power, says Professor in the Faculty of Liberal Arts and Professional Studies and an expert in French politics.  

鈥淭he presence of RN ministers at the Olympics would have been an impossible situation to manage with the potential of athletes boycotting such ministers, as well as local officials and maybe even delegations from elsewhere, especially the former French colonies, doing the same,鈥� he says. 

Breaugh is available for email, phone and teleconferencing videos and is currently on Central European Time six hours ahead of Toronto. He is also available for interviews in French and can speak on: 

• The political situation in France in the leadup to the Olympics
• How the handling of the Olympics will impact public perception of the government
• History of politics in France
  

Satinder K. Brar 

Despite France spending more than $1.5 billion in cleanup efforts to get it in good shape before the start of the Olympics, the Seine continues to experience problems with water pollution, with the men鈥檚 triathlon posted this week due to unacceptably high levels. Lassonde School of Engineering Professor is an expert in environmental biotechnology and decontamination, with particular expertise in water. Brar is also available for interviews in French, Hindi and Punjabi, and can comment on: 

• Cleanup efforts of the Seine
• Waste water contamination and potential risks to athletes
• Other pollutants sometimes found in urban bodies of water

Lyndsay Hayhurst 

For 15 years, Faculty of Health Associate Professor听has been听collaborating听with听self-identified women and youth听in听Canada,听Uganda and听Nicaragua听to听investigate the role of sport for social justice and 鈥榙evelopment鈥�. This includes examining cycling as a possible catalyst for achieving mobility justice and gender equity; investigating how community sport for development programs may create novel possibilities for feminist climate-justice activism; and addressing physical inactivity among marginalized youth and women (cis and trans) through the use of trauma-and violence-informed approaches.

鈥淲e're arguing that these , and that certainly flies in the face of some of the approaches to coaching and sport that we sometimes see are taken up at the Olympics,鈥� says Hayhurst, also the 91亚色 Research Chair in Sport, Gender and Development & Digital Participatory Research. 

Hayhurst and collaborators just launched a short documentary film - - and she is available to comment on:

• Sport and gender equity
• Gender-diverse youth and sport
• Trauma-and-violence-informed approaches to sport, recreation and leisure

• Sexual and gender-based violence prevention听in/through sport for development
• Climate change initiatives听and 鈥榞reenwashing鈥櫶齛t the Paris Olympics
• Sport for development and peace initiatives and NGO activisms
• Community sport and recreation initiatives, especially cycling and soccer
  
  

Please check your inbox or online for updates to this roster. 

For a list of some of the 91亚色-affiliated athletes and medical team members participating in the Games, .

About 91亚色

91亚色 is a modern, multi-campus, urban university located in Toronto, Ontario. Backed by a diverse group of students, faculty, staff, alumni and partners, we bring a uniquely global perspective to help solve societal challenges, drive positive change, and prepare our students for success. 91亚色鈥檚 fully bilingual Glendon Campus is home to Southern Ontario鈥檚 Centre of Excellence for French Language and Bilingual Postsecondary Education. 91亚色鈥檚 campuses in Costa Rica and India offer students exceptional transnational learning opportunities and innovative programs. Together, we can make things right for our communities, our planet, and our future.

Media Contacts: Emina Gamulin, 91亚色 Media Relations and External Communications, 437-217-6362, egamulin@yorku.ca

About 91亚色

91亚色 is a modern, multi-campus, urban university located in Toronto, Ontario. Backed by a diverse group of students, faculty, staff, alumni and partners, we bring a uniquely global perspective to help solve societal challenges, drive positive change, and prepare our students for success. 91亚色鈥檚 fully bilingual Glendon Campus is home to Southern Ontario鈥檚 Centre of Excellence for French Language and Bilingual Postsecondary Education. 91亚色鈥檚 campuses in Costa Rica and India offer students exceptional transnational learning opportunities and innovative programs. Together, we can make things right for our communities, our planet, and our future.

Media Contacts: Emina Gamulin, 91亚色 Media Relations and External Communications, 437-217-6362, egamulin@yorku.ca

The post 91亚色 experts have got you covered for Paris Olympics appeared first on News@91亚色.

听

TORONTO, December 7, 2016听鈥� It took just three minutes for the MLS Cup between Toronto FC and the Seattle Sounders set for BMO field this weekend in Toronto to sell-out its capacity of 36,000 seats. This feat continues the momentum around soccer fever engulfing Canada with Toronto hosting MLS cup and vying to become the first Canadian club to win the Major League Soccer championship. The preceding two-leg Eastern Conference final between Toronto FC and L鈥橧mpact de Montreal first drew a record-tying crowd of 61,007 at Montreal Stade Olympique followed by 36,000 at BMO Field, with the latter the highest ever for a game听at the 10-year-old stadium. 听Canadian听TV ratings for the series broke records with the second leg averaging 1.4 million viewers, the highest ever for a MLS game in听the country, and 4.4 million听people听watching some part of the match.

91亚色 U Sport Marketing Instructor is available for media interviews to discuss the business of soccer and the economic impact on the Greater Toronto Area, including:

• significance of Toronto FC鈥檚 MLS Cup final appearance on the club鈥檚 business and brand
• the state of soccer in Canada (i.e. grassroots participation, player development, game attendance, TV viewership, corporate sponsorships)
• progress towards establishing a new Canadian professional soccer league
• future Canada bid for the 2026 FIFA World Cup

is known for championing new ways of thinking that drive teaching and research excellence. Our students receive the education they need to create big ideas that make an impact on the world. Meaningful and sometimes unexpected careers result from cross-discipline programming, innovative course design and diverse experiential learning opportunities. 91亚色 students and graduates push limits, achieve goals and find solutions to the world鈥檚 most pressing social challenges, empowered by a strong community that opens minds. 91亚色 U is an internationally recognized research university 鈥� our 11 faculties and 26 research centres have partnerships with 200+ leading universities worldwide. Located in Toronto, 91亚色 is the third largest university in Canada, with a strong community of 53,000 students, 7,000 faculty and administrative staff, and more than 295,000 alumni. 91亚色 U's fully bilingual Glendon campus is home to Southern Ontario's Centre of Excellence for French Language and Bilingual Postsecondary Education.

Media Contact:
Anjum Nayyar, 91亚色 Media Relations, 416-736-2100 ext. 44543/anayyar@yorku.ca

听

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