Canada Soccer Drops “Our Game Now,” Reflecting a Shift for Soccer in Canada

This afternoon at BMO Field, during Canada’s Men’s National Team (CANMNT) match against Iceland, the Federation is rolling out the first pieces of its Our Game Now campaign, a bold new brand position that reflects what soccer in Canada has grown into: exciting, confident, and undeniably a part of the country’s cultural pulse.

The campaign has been launched with a new teaser, released across the Federation’s social media platforms, alongside a refreshed brand system. The match day stadium experience will also be elevated through an integrated game presentation and pre-match build-up, with new Our Game Now elements woven throughout. The new look and feel will be an unmistakable presence that matches the energy around the team and the sport today.

With the FIFA World Cup 26™ coming to Canada this summer, Our Game Now isn’t just about a fresh visual. At its core, it’s about recognizing what’s already building: momentum in cities, communities, and around a national team that continues to capture attention beyond the pitch.

“We wanted our Federation and players to show up and match the scale of what Canadians are about to experience this summer. For decades, fans across our country have built this game into something bigger than just a sport. Soccer is part of everyday life and community for so many of us. This new brand campaign celebrates that legacy while declaring that Canada has another sport to call our own.” ​
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​-Paulo Senra, Chief Communications & Content Officer at Canada Soccer

Our Game Now is about soccer fully owning its place at the heart of Canadian sports culture. It reflects what Canada is today — unapologetically diverse, bold, and full of energy — elements that are fully reflected of the team itself. Fans are feeling it, the momentum is building, and the game is woven into the country’s rhythm. ​

“We’re excited to bring this campaign to our fans, on match days and across key touch-points in market. The focus is on building a unified presence that reflects the diversity and energy of the game across Canada, gaining strength as momentum builds towards the first FIFA World Cup match in Canada.” ​
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​-Dominic Martin, Director, Marketing at Canada Soccer

Continuing the Road to 2026, the campaign will show up throughout the final four sendoff CANMNT matches, introducing and keeping a new consistent creative approach across content, social, and match day.