Canada Soccer and X Team Up for Content Series with Canada Soccer’s Men’s National Team
New digital content collaboration puts Canada Soccer at the centre of culture, where fans watch, react, and connect in real-time
Canada Soccer today announced a new digital content partnership with X to create and stream exclusive content on the platform featuring Canada Soccer’s Men’s National Team (CANMNT). The new content series will put CANMNT player stories at the centre of the global conversation heading into the world's largest sporting event.
Beginning May 26, Canada Soccer is releasing a stream of original CANMNT digital content on X at @CanadaSoccerEN and @CANMNT_Official, providing fans with unprecedented access to the team beyond the pitch. The series will feature personal stories shaping Canada’s rise on the world stage to bring supporters closer to the players. The premiere of the series can be seen here.
“This unique content collaboration reflects where sport is today and it’s important for us to show up in spaces where fans experience the game in real-time. X is where the biggest social moments are celebrated, debated, and shared instantly. This content series allows us to tell the story of our players and teams in a way that feels immediate, relevant, and built for the way fans consume content.”
-Paulo Senra, Chief Communications and Content Officer at Canada Soccer
X is the epicenter of sports fandom around the world. In Canada, 64% of X users are soccer fans who actively follow the sport (Source: GWI, 3Q24 - 2Q25, CAN). X will also leverage xAI tooling to intelligently match CANMNT content to Canadian fans, maximizing impact, reach, and cultural conversation.
“Fans come to X for what’s happening right now, the moments, the reactions, the conversation. Together with Canada Soccer, we’re bringing the CANMNT into the center of that experience, elevating the stories, the passion, and the national energy as it builds toward this summer. Premium content on X offers advertisers and brands on the platform fresh opportunities to connect with soccer fans, and we’re excited to maximize this moment.”
-Mitchell Smith, Global Head of Content Partnerships
Additional programming and content will roll out in the coming weeks. Follow @CanadaSoccerEN and @CANMNT_Official on X.
Canada Soccer Media