MONTREAL: Three weeks before kickoff in the first ever World Cup match in Canada, football leaders in the country voiced hope the tournament will finally give the sport the cultural prominence it deserves.
Football, which most Canadians call soccer, is the country’s most popular participatory sport, but by many measures the nation is still primarily captivated by ice hockey.
The 13 World Cup matches set for Toronto and Vancouver could help tip the scales, said James Johnson, CEO of Canadian Soccer Media & Entertainment, which works to promote the sport.
“There is a huge opportunity for a cultural shift in the sport in Canada,” he told AFP.
More than a million of Canada’s 41 million people are registered to play amateur football, but broadening support for the professional level is a priority.
