Toronto’s Front Street buzzed with energy ahead of the Croatia-Panama match, with fans in jerseys from Brazil to Scotland mingling. A Croatian fan scolded a vendor for lacking Croatia merchandise, asserting, “Croatia! Gonna win today!” Across the street, the CBC headquarters displayed images of six women’s soccer players from the Northern Super League, highlighting Canada’s first professional women’s league. This contrast underscores the stakes of the 2026 World Cup for Canada.
First-Time Host with High Hopes
While the US and Mexico have hosted before, Canada is a first-time host. Mexico is on its third World Cup, the US on its second. For Canada, the potential upside is immense. “This World Cup is our coming out party,” said Tosaint Ricketts, former Canada forward and Vancouver Whitecaps executive. “The stakes are massive.” The Canadian Soccer Association, recovering from decades of dysfunction, aims to leverage the tournament for lasting growth.
Building on Recent Success
Canada’s men’s team returned to the World Cup in 2022 after a 36-year absence, and the women’s team won three consecutive Olympic medals from 2012 to 2020, including gold in 2020. “Over the years, we’ve gone through controversy and lack of transparency,” Ricketts noted. “But that is all behind us. We’re on the path of growth and creating a foundation.” The World Cup promises an inflection point for soccer in a nation dominated by hockey.
Legacy Beyond the Tournament
James Johnson, commissioner of the Canadian Premier League (CPL), emphasized the legacy opportunity. “The biggest opportunity is not just the five weeks hosting; it’s the legacy that can transform soccer in this country.” The CPL, an eight-team professional league in its eighth season, aims to mirror Major League Soccer’s post-1994 growth. “We want to bring investment in, scale, and take advantage of the momentum,” Johnson said.
Bridging the Participation Gap
Soccer is Canada’s most participated sport, with over a million participants, yet the elite domestic game lags. “The next step is corporations investing and improving infrastructure,” Ricketts said. The World Cup aims to attract sponsors who will stay involved beyond the event. “We want to increase marketing spend, playing time, and club infrastructures to develop better players,” Johnson added.
National Team Performance Key
Canada’s men’s team has already recorded its first World Cup point, win, and knockout round appearance, with a round-of-16 match against the Netherlands-Morocco winner. “The legacy for a sport is heavily influenced by the national team’s performance,” Johnson said. “The longer the host nation stays, the deeper the connection with new fans.” Ricketts added, “Kids will talk about this for the next four years and beyond.”
Creating a Sustainable Future
The World Cup offers runway for the CPL and Northern Super League to capitalize on the tournament’s long tail. “How can we position the CPL as the legacy story of 2026, just as MLS was for 1994?” Johnson asked. Ricketts concluded, “It really feels like we have the foundation now to grow and take the game further. It’s just the beginning.”
