Canada Soccer Foundation Unveils Inspiring New Brand Spot as Part of “Canada Rising” Campaign
The Canada Soccer Foundation today unveiled a powerful new brand spot at BMO Field during halftime of its Men's National Team (CANMNT) sold-out home match, as the next phase of its national philanthropic campaign, Canada Rising. The campaign is aimed at raising $25 million by the end of 2027 to support the growth and accessibility of soccer across the country.
Titled “Canada Rising”, the brand spot is a rallying cry to Canadians from coast to coast to coast, celebrating the unifying power of soccer and the Foundation’s mission to build a brighter future for the sport. The video emphasizes the passion, pride, and the ascension of Canadian soccer, showcasing grassroots players, National Team coaches, and National Team players reflecting the country’s growing soccer culture.
“Soccer has the power to shape communities, build belonging, and inspire change. Through the Foundation, we’re turning that power into purpose and mobilizing a new generation of donors, partners, and fans to invest in the future of the game. We hope this spot demonstrates that Canada Rising is about more than fundraising; it’s about building a sustainable culture of giving and the pursuit of excellence - on and off the field - ensuring soccer continues to unite and uplift Canadians for generations to come.”
- Samantha Rogers, VP, Philanthropy, Canada Soccer
The launch of the brand spot follows the successful rollout of the $25M Canada Rising campaign this past September, which has already reached the halfway mark in gifts and commitments. Contributions to the Canada Soccer Foundation are an investment in the future quality and profile of Canadian soccer, and are invested into three critical priority areas:
- Youth Accessibility: Investing in community-driven initiatives that reduce barriers to entry for Canadian youth.
- Coaching Excellence: Improve the development of Canadian coaches through support, training and experience opportunities.
- National Team Support: Enhance our National Team system – from youth to senior teams – with world-class training resources and competitive opportunities.
“This spot is a declaration of ascent. Soccer is rising to its rightful place in Canada’s sporting culture, and we want every fan and supporter to feel part of that climb. Together, we’re building something bigger than the game - this is a movement that will define the future of Canadian soccer for generations to come.”
- Paulo Senra, Chief Communications and Content Officer at Canada Soccer
Canada Rising
They said Canada didn’t belong here, that soccer wasn’t our game.
That we were too far, too cold, even too NICE to matter on the world stage.
But for years we have been rising quietly planting roots, watching and waiting,
Believing in ourselves, even when nobody else did.
Now the ground has changed, you can feel it in the way our players fight for every ball and our fans stand proud and unshakable.
Where a country once on the sidelines has stepped onto the pitch.
We’re writing this story together and this is a new chapter.
A chapter where talent meets belief, where sacrifice meets pride.
Where the maple leaf no longer grows in the shadows but rises in the light.
The world is watching
and Canada has every right to believe.
Believe in greatness,
believe in possibility,
Believe in us.
Now we rise.
This is our time.
This is Canada Rising!
Canadians can support the movement by joining CanadaRED, Canada Soccer’s enhanced fan engagement program that directly supports soccer in our country, or by making a major gift through the Canada Soccer Foundation.
The brand spot was produced by MOIRAI Films, co-founded and produced by Vanessa Lanci, a proud Canadian who was especially honoured to film for the Canada Soccer Foundation, celebrating her home nation on the world stage. It was directed by award-winning filmmaker Bo Platt.
“There is real confidence running through both National Teams right now – you feel it in the locker rooms and on the pitch. Our goal with the film was to capture that sense of energy and belief for the world to see.”
- Bo Platt, Director
The new brand spot is available now at foundation.canadasoccer.com and across all Canada Soccer social platforms. A full French version of this campaign spot will be released in the days ahead.
The Canada Soccer Foundation operates as a separately incorporated charitable entity governed by its own Board of Directors, ensuring additional fiduciary oversight of donor contributions.
Paulo Senra