Sidney Crosby, a seasoned champion familiar with winning prestigious tournaments on home turf, has agreed to support Canada in its 2026 World Cup bid. Joining him are actor Simu Liu and singer Shawn Mendes, who are the initial “Iconic XI Ambassador” program appointees. This initiative aims to elevate the visibility of the Canadian men’s team ahead of the 104-game soccer extravaganza featuring 48 teams set to commence in June.
The trio, dubbed the “Iconic XI,” is part of a larger group consisting of influential figures from various fields like entertainment, sports, fashion, music, and the arts, as outlined by Canada Soccer. Crosby, Liu, and Mendes will utilize their influence through social media, public engagements, and artistic collaborations to spotlight the Canadian men’s soccer team.
Kevin Blue, the CEO and general secretary of Canada Soccer, expressed that the Iconic XI signifies the diverse and united essence of Canada, showcasing the nation’s creativity. The additional members of the Iconic XI will be revealed in the upcoming months.
Crosby, a key figure in Canada’s Olympic gold victories in 2010 and 2014, expressed his pride in representing his country and extended his support to fellow Canadian athletes. The ambassadorial project is a recent initiative by the Canada Soccer Foundation, an entity distinct from Canada Soccer but aimed at assisting its funding.
In a separate venture, the foundation introduced the “Perfect Pitch” program, collaborating with renowned producer Boi-1da and artists like The Tragically Hip, Alessia Cara, and Nelly Furtado on a FIFA World Cup-themed album. Proceeds from this project will benefit youth soccer programs. Additionally, the CanadaRed supporters’ program, operated by the foundation, offers fans the opportunity to participate in a draw for tickets to Canadian team matches at the World Cup, with contributions supporting various soccer-related initiatives.
Canada Soccer unveiled the “Canada Rising” campaign, part of the Canada Soccer Foundation’s efforts to raise $25 million by 2027 to foster the growth of Canadian soccer. Philanthropic endeavors by Canada Soccer have already generated over $11 million in gifts and pledges.