Sidney Crosby, a seasoned winner in major tournaments held in his home country, has joined forces with Canada to support its 2026 World Cup campaign. Alongside actor Simu Liu and singer Shawn Mendes, Crosby is part of the inaugural group of the “Iconic XI Ambassador” initiative. This program aims to elevate the profile of the Canadian men’s team leading up to the 48-team, 104-game soccer event in June. The “Iconic XI” initiative will feature prominent figures in entertainment, sports, fashion, music, media, and the arts, selected by Canada Soccer.
As ambassadors, Crosby, Liu, and Mendes will utilize their platforms to showcase the stories and journey of the Canadian men’s soccer team through various channels such as social media, public engagements, and creative projects. Kevin Blue, the CEO and general secretary of Canada Soccer, emphasized that the “Iconic XI” embodies Canada’s diversity, unity, and creativity, showcasing the nation’s essence as the players gear up for the global stage.
Crosby, a two-time Olympic gold medalist, expressed his pride in representing Canada and pledged his support to his fellow Canadian athletes on their journey to success. The complete lineup of the “Iconic XI” team will be unveiled in the upcoming months. Liu, known for his role in Marvel’s “Shang-Chi and the Legend of the Ten Rings,” and Mendes, a multi-award-winning artist with billions of global song streams, bring their unique talents to this ambassadorial project.
The Canada Soccer Foundation, a separate entity supporting Canada Soccer, has introduced various initiatives tied to the tournament. One such project is the “Perfect Pitch” program, collaborating with renowned artists to create a FIFA World Cup-themed album with proceeds benefiting youth soccer programs. Additionally, the foundation oversees the CanadaRed supporters’ program, offering fans the chance to win tickets for Canadian team games at the World Cup while contributing to the growth and accessibility of soccer in Canada.
In a bid to raise $25 million by 2027 to advance Canadian soccer, Canada Soccer launched the “Canada Rising” campaign under the Canada Soccer Foundation, which has already garnered substantial philanthropic support exceeding $11 million. The foundation’s efforts aim to foster the development of Canadian soccer, support national teams, enhance coaching education, and promote youth soccer accessibility.
Overall, these collaborative efforts highlight the shared commitment of Canada’s cultural icons, sports organizations, and philanthropic endeavors in propelling Canadian soccer onto the global stage.
