How is sports marketing shaping up for Winter Games? York expert available for comment
Feb. 12, 2026, TORONTO – As York University is getting ready to cheer on alumna and former York Athletics track-and-field star Cynthia Appiah, who will start competing this Sunday at the 2026 Milano Cortina Winter Games in the Women’s Monobob for Team Canada, York marketing expert Vijay Setlur 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 York University’s 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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York University 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. York's fully bilingual Glendon Campus is home to Southern Ontario's Centre of Excellence for French Language and Bilingual Postsecondary Education. York’s 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, York University Media Relations, 437-217-6362, egamulin@yorku.ca
