This year's Olympic and Paralympic Games from Paris attracted billions of viewers across the globe on traditional and digital platforms. These huge global sporting events ignite national passions, unite audiences, and engender social cohesion. This panel explores the special and uplifting role that amateur sports can play in building and maintaining the social fabric of a nation -- and the role that public service media can play in showcasing underexposed athletes and sports on a year-round basis. We look at how Canada and CBC/Radio-Canada approach amateur sports from the perspective of senior leadership at three (3) distinct amateur sports institutions: the Canadian Olympic Committee; the Canadian Paralympic Committee; and the North American Indigenous Games (NAIG).