Sidney Crosby, a renowned figure in winning major tournaments 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 has been appointed as part of the inaugural “Iconic XI Ambassador” program. This initiative aims to elevate the Canadian men’s soccer team’s visibility leading up to the 48-team, 104-game global tournament kickoff in June.
The “Iconic XI” comprises influential cultural leaders in entertainment, sports, fashion, music, media, and the arts, uniting to champion Canada’s representation in the upcoming World Cup. As ambassadors, Crosby, Liu, and Mendes will utilize their platforms through social media, public engagements, and creative collaborations to spotlight the Canadian men’s soccer team.
Kevin Blue, CEO and general secretary of Canada Soccer, expressed that the Iconic XI epitomizes Canada’s diversity and unity, showcasing the nation’s creativity and strength. Crosby, reflecting on leading Canada to Olympic gold in 2010 and 2014, emphasized his pride in supporting fellow Canadian athletes throughout their journey.
Simu Liu, known for his roles in Marvel’s “Shang-Chi and the Legend of the Ten Rings,” and Shawn Mendes, a multiple Juno Awards and Grammy nominee with vast global music streams, further enrich the ambassador program. The Canada Soccer Foundation, which aids in funding Canada Soccer, continues to spearhead initiatives like the “Perfect Pitch” program, collaborating with renowned artists to produce a FIFA World Cup-themed album for youth soccer programs.
Additionally, the CanadaRed supporters’ program offers opportunities for fans to engage with the Canadian team games at the World Cup. Funds raised through CanadaRed support national teams, coach education, and youth soccer accessibility. Through initiatives like “Canada Rising,” a campaign aimed at raising $25 million by 2027 to bolster Canadian soccer growth, Canada Soccer Foundation has already made significant philanthropic contributions exceeding $11 million.
The ongoing efforts by Canada Soccer and its Foundation underscore a collective commitment to fostering soccer development and national pride, culminating in a unified front as Canada prepares to compete on the global stage.