Sidney Crosby Named Canadian Ambassador for 2026 World Cup
Sidney Crosby, the renowned Canadian hockey player, has been appointed as one of the ambassadors for Canada’s 2026 World Cup campaign. This initiative, part of the “Iconic XI Ambassador” program, aims to elevate the profile of the Canadian men’s soccer team as they prepare for the prestigious tournament.
Iconic XI Ambassador Program Unveiled
Crosby joins fellow celebrities Simu Liu and Shawn Mendes in this ambassadorial role. Together, they will utilize their platforms to promote Canadian soccer ahead of the world stage event, which kicks off in June 2026 and will feature 48 teams and 104 matches.
- Sidney Crosby – Olympic gold medalist
- Simu Liu – Actor, known for “Shang-Chi and the Legend of the Ten Rings”
- Shawn Mendes – Grammy-nominated singer
Objectives of the Campaign
According to Canada Soccer, the “Iconic XI” will include prominent cultural figures from various sectors, such as entertainment, sports, and the arts. The aim is to amplify the stories of the Canadian men’s soccer team through social media, public events, and creative projects.
Kevin Blue, CEO and general secretary of Canada Soccer, emphasized the program’s significance. He stated, “The Iconic XI represents the best of who we are as a country today—creative, diverse, and united.” As Canada prepares for the World Cup, these ambassadors will help boost national pride and awareness.
Further Initiatives Supporting Canadian Soccer
The ambassador project is one of several initiatives led by the Canada Soccer Foundation, which supports the funding of Canadian soccer. The foundation is organizing the “Perfect Pitch” program featuring collaborations with artists like Boi-1da, The Tragically Hip, and Nelly Furtado on a World Cup-themed album. Proceeds from this album will benefit youth soccer programs across the country.
Additionally, the CanadaRed supporters program allows fans to participate in a ticket draw for Canadian team games at the World Cup. Contributions from CanadaRed, which offers membership tiers ranging from free to $5,000 per year, will support national teams, coach education, and youth soccer accessibility.
Future Goals and Campaigns
In September, Canada Soccer launched the “Canada Rising” campaign aimed at generating $25 million by the end of 2027. This funding is intended to fuel the growth of Canadian soccer. So far, the foundation has amassed over $11 million in gifts and commitments.
As the countdown to the 2026 World Cup continues, Sidney Crosby and his fellow ambassadors are poised to play a crucial role in rallying support for the Canadian men’s soccer team.
