Montreal (AFP) – 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.
Issued on: 21/05/2026 - 20:54
3 min Reading time
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. Canada has three teams in MLS, North America's top professional league.Toronto FC has won an MLS Cup and is considered the most stable Canadian club. The Montreal Impact have faced financial challenges and there are widespread reports the Vancouver Whitecaps may relocate, partly over profitability concerns. Growing potentialA strong Canadian showing at the 2026 World Cup would undeniably help.The men's side is ranked 30th but automatically qualified as a co-hosting nation.
