The 2026 FIFA World Cup was a key topic of discussion during the annual IVEY Sports Leadership Conference in late January in London, Ont. Organized and hosted by Western University students, the event included panel discussions on opportunities to grow the game as Canada, Mexico and the US gear up to host next year. Here are just a few of the takeaways:
Kevin Blue, CEO and general secretary, Canada Soccer
The 2026 World Cup will be the largest sporting event in human history. I’m not quite sure Canadians have fully grasped the significance and magnitude of it yet. As a national federation, it’s our responsibility… to use this once in a lifetime event to elevate the sport and break through into the cultural mainstream. My thinking [in hiring coach Jesse Marsch] is that we need to take as big of a swing as we possibly can.
Jesse Marsch, head coach, Canada Men’s National Team
People often ask me about the importance of the World Cup coming here. I think it’s about creating new opportunities for young, talented players and coaches. The World Cup has to be a transformative time—a new vision for what the sport can be in this country. We have the opportunity to light our country on fire and show the world what Canada and Canadian soccer are about.
Jeff Payne, senior director, brand alliances, Major League Soccer (MLS)
The average age of our fans is about 38 years old, but what really sets us apart [from other sports] is diversity. Our fans over-index on different demographic segments, especially those from South Asian, Southeast Asian, Chinese and West African backgrounds. That creates an opportunity [for sponsors] to partner with us and leverage opportunities to create a narrative with those fans.
Manpreet Pandha, senior manager, enterprise sponsorships, North America, BMO
Soccer is as universal as you can get. It’s the most recognized sport in the world; it transcends gender, race, culture and geography. Since 2005, we’ve invested over $25 million [in MLS in Canada], to cultivate, engage and develop youth at every level. We are delivering on programs around gender equity and self-identified female empowerment. That’s our way to bring the women’s game to the forefront.
Published: March 2025
