Your clients are about to see gold on national television. Canada Gold has named Elvis Stojko brand ambassador, and the Olympic silver medallist will front a national campaign, customer contests and visits to three of its 19 stores.
Read this before the ads air. You will see what the campaign tells clients about their gold, why Canadians are already bringing more of it to the counter, and four moves that turn that traffic into new sales for your store.
- Announced: November 5, 2026, in Toronto
- Ambassador: Elvis Stojko, Olympic silver medallist in 1994 and 1998 and world champion in 1994, 1995 and 1997
- Retailer: Canada Gold, founded in Vancouver in 2008, 19 stores, authorized distributor of the Royal Canadian Mint
- Gold on November 8, 2026: C$5,811.55 an ounce, about 6.6 times its 2008 level
In February 1997, a 24 year old from Richmond Hill skated onto the ice in Hamilton. Then he did something no skater had done in competition. He landed a quadruple toe loop and went straight into a triple toe loop. It was the first quad triple combination in history. Six years earlier, in Munich, he had already landed the first quad in combination of any kind.
Nearly thirty years on, Hamilton will see his face again, this time on gold. Canada Gold is the Official Precious Metals Partner of the Hamilton Tiger-Cats. Its new ambassador made sporting history in that same city.
Who is Elvis Stojko, the new Canada Gold brand ambassador?
Stojko is one of the most decorated skaters Canada has produced. He won seven national titles between 1994 and 2002, and Canada’s Sports Hall of Fame inducted him in 2006. His style was built on risk, and judges rewarded it.
His second career runs well beyond the rink. He races karts and cars, including a season in the Nissan Micra Cup. He also acts. In the Netflix series Finding Her Edge, he plays Kevin, the owner of Voltage Academy. He becomes a series regular in season two. Netflix says the first season reached the top 10 in 81 countries. The second is now filming in Southern Ontario.
“My whole life, I’ve pushed myself to be the best I can be,” Stojko said in the announcement. “That started on the ice, and it’s the same drive I bring to racing and acting today. I’m proud to join Canada Gold as an ambassador.”
Why would a gold retailer sign a figure skater?
The short answer is trust. Gold is a purchase most people make rarely, so they look for a name they already believe. Stojko has carried that kind of goodwill for three decades.
“He has a genuine connection with Canadians that extends well beyond the ice,” said Chris Pollock, cofounder and managing partner of Canada Gold. “This partnership is an exciting opportunity to bring that connection to our customers.”
The company has grown fast enough to need a national voice. In January, he told Retail Insider that purchases of physical gold and silver were up about 150 per cent in a year. This summer, the chain opened its first Manitoba store in Winnipeg. That brought it to 19 locations across Canada and the Pacific Northwest.
Sport has carried the brand into each new market. Stojko is the latest name in a list that now spans two leagues and three cities.
| Canada Gold partnership | League or field | Role |
|---|---|---|
| Ottawa Senators | NHL | Official Precious Metals Partner since December 2025, extended for 2026 to 2027 |
| Winnipeg Blue Bombers | CFL | Official Precious Metals Partner for 2026, timed with the Winnipeg store opening |
| Hamilton Tiger-Cats | CFL | Official Precious Metals Partner |
| Elvis Stojko | Figure skating, film and motorsport | National brand ambassador from November 2026 |
How far has gold moved since Canada Gold opened?
The price explains why a bullion chain can afford a national campaign. Most of the climb since 2008 came in the last three years.
| Date | Gold per ounce in Canadian dollars |
|---|---|
| 2008, Canada Gold opens | About C$880 |
| November 6, 2023 | C$2,714.84 |
| November 5, 2024 | C$3,817.41 |
| November 5, 2025 | C$5,641.97 |
| November 8, 2026 | C$5,811.55 |
Higher prices bring two kinds of visitor to any gold counter. Some want to buy metal they can hold. Others want to sell the chain in the drawer. Pollock has said both groups fill his stores, including families selling inherited pieces.
What does the Elvis Stojko brand ambassador campaign mean for jewellers?
It means the gold conversation is about to reach every living room in the country. When the ads run, clients will walk into jewellery stores already thinking about what their gold is worth. That is an opening for the trade. A jeweller holds what a bullion counter does not: the bench, the design and the relationship that turns old gold into a new piece.
The numbers support it. Canadians recycled 10 per cent more gold in the third quarter than a year earlier. Over the same period, the world recycled 8 per cent less, as our gold price outlook for Canadian jewellers reported from World Gold Council data. So metal is already moving, and a famous face will move more of it.
Canada Gold also shows how to win a local market. It paired its Winnipeg opening with the Blue Bombers. Kristjana Cameron, one of its owners, noted that her grandfather played for the team in 1948. That is a family story, told to a home crowd, and it sells trust better than any discount.
Every independent jeweller has a version of that story. It might be a hometown skater, a minor hockey team or a curling club that knows the family well. A national ambassador sets the tone, but local credibility still closes the sale at the showcase.
Canadian data on how celebrity endorsements change gold buying is unavailable. Statistics Canada does not separate bullion dealers from jewellery stores, and we found no Canadian study on the question. For that reason, the best evidence will be your own counter traffic over the coming months.
What should jewellers do before the ads launch?
First, publish your gold buying rate per gram and refresh it every week. Clients who see the math trust the offer.
Second, build a trade in programme that turns every sell visit into credit toward a new piece. That keeps the metal, and the client, in your store.
Third, train staff to explain karat, weight and the spot price in plain words. The ads will raise questions, and the store with clear answers earns the visit.
Finally, refresh your gold lines for trade in clients. Suppliers will write orders at the Time & Shine Jewellery Trade Show in Toronto on April 11 and 12, 2027. It is open to every jeweller, with no membership or affiliation required.
Canada Gold says the contests, the three store locations and Stojko’s appearance dates will follow. When they do, gold will have a champion’s face, and the trade will have its best opening in years.
This article is general information about the market. It is not financial or investment advice.
FAQ
Who is the new Canada Gold brand ambassador?
Elvis Stojko, the Canadian figure skater who won Olympic silver in 1994 and 1998 and world titles in 1994, 1995 and 1997. Canada Gold announced the partnership on November 5, 2026.
What will Elvis Stojko do for Canada Gold?
He will appear in national advertising, take part in customer contests and visit three Canada Gold locations over the next year. The company will announce contest details, locations and dates later.
How many stores does Canada Gold have?
Canada Gold has 19 locations across Canada and the Pacific Northwest. It was founded in Vancouver in 2008 and is an authorized distributor of the Royal Canadian Mint.
What sports teams does Canada Gold sponsor?
Canada Gold is the Official Precious Metals Partner of the Ottawa Senators of the NHL and the Hamilton Tiger-Cats and Winnipeg Blue Bombers of the CFL.
What is the price of gold in Canada now?
Gold was C$5,811.55 an ounce on November 8, 2026, according to Kitco. That is about six and a half times the price when Canada Gold opened in 2008.
Sources: Canada Gold announcement, Cision, November 5, 2026; Retail Insider, January 28, 2026; Retail Insider, July 2026; Ottawa Senators; Team Canada, Elvis Stojko; Netflix Tudum; TV, eh?, September 2, 2026; Kitco gold price in CAD; Business Examiner gold price history.
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Author: Olivier Fel.
Olivier Felicio is the founder and publisher of Canadian Jeweller Magazine, Canada's jewellery business publication since 1879. He writes on retail strategy, market data, trade policy and the commercial side of the Canadian jewellery and watch trade, and hosts Time and Shine, Canada's jewellery buying event. Contact: olivier@canadianjeweller.com.
