Canada Soccer launches “Our Game Now” campaign spot as soccer takes its place at heart of Canadian culture

Canada Soccer today launched its new “Our Game Now” national brand campaign spot marking another unifying moment for Canada ahead of FIFA World Cup 2026™. The launch includes a new campaign film released nationally, and a completely redesigned Canada Soccer website, aimed at bringing fans closer to the game, the players and the moments shaping the future of soccer in Canada.

Built around the idea that soccer now belongs at the centre of Canada’s sporting conversation, “Our Game Now” reflects a new era for the game in Canada, and highlights an energy and an unmistakable presence around the CANMNT and the sport today.

The spot officially premiered nationwide today with an airing on CBC Morning Live and will run across broadcast, OOH, digital ads, wild postings in select communities nationwide, and digital channels leading up to and during the FIFA World Cup 2026™. To complement, the new campaign will be featured prominently in stadium at the upcoming CANMNT sendoff matches in Edmonton (June 1) and Montréal (June 5) and at Canada Soccer House fan zones in Toronto and Vancouver.

“Soccer in Canada has been building for generations — in communities big and small, shaped by Canadians who grew up with the game here and those who brought their love of it from around the world. This sport is no longer emerging in the background of Canadian culture, in fact, it’s actively helping define it. This campaign reflects where the game has come from, but more importantly, the confidence, ambition and edge of a Canadian National Team stepping fully onto the world stage.” ​
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​-Paulo Senra, Chief Communications & Content Officer at Canada Soccer

Yesterday, Canada Soccer engaged 13 high profile Canadians and soccer organizations from current CANMNT players and alumni to the Prime Minister, each sharing a line from the manifesto — line by line.

“This is more than a campaign, it’s a rallying cry for Canadians from coast to coast to coast as we come together behind our Men’s National Team. It reflects the people and communities who have shaped soccer in this country for generations: lifelong fans, new Canadians, players, coaches, and supporters who see themselves in the game today. Through media, partnerships, community activations, and the collective reach of the Canadian soccer community, we’re bringing the campaign to life across the country in ways that invite Canadians to be part of the moment. Soccer’s story in Canada belongs to all of us, and this is a chance for the country to stand behind the game like never before.”
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​-Dominic Martin, Director of Marketing at Canada Soccer

The launch comes alongside new national research commissioned by Canada Soccer and conducted by Abacus Data, which found soccer is now firmly established as one of Canada’s favourite sports. Canadians aged 18-44 rank hockey and soccer as their top choices, while Canadians not born in Canada have soccer as their top pick and surpassing all other sports by at least 10 percent.

The research also highlights growing engagement with Canadian soccer properties, with clubs including Toronto FC, Vancouver Whitecaps FC and CF Montréal all appearing among Canadians’ favourite teams, alongside both of Canada Soccer’s National Teams.

At the beginning of 2026, Canadian Tire Jumpstart Charities released national research indicating that soccer is experiencing unmatched momentum as Canada prepares to co-host the World Cup – confirming that soccer is the most youth participated sport in Canada.

“Soccer in Canada is no longer emerging — it’s arrived. The growth of the game is happening across every level of our sport, from packed stadiums and growing professional clubs to the next generation of fans engaging with our National Teams every day. ‘Our Game Now’ reflects the energy, diversity and cultural relevance of our sport in Canada today.” ​
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​-Kevin Blue, CEO and General Secretary of Canada Soccer

The redesigned Canada Soccer website also officially launched today creating a more modern and fan-first digital experience, with enhanced storytelling, an improved stats hub, match and player coverage, expanded video and content features. The new website will also better serve the broader Canadian soccer community – from grassroot community clubs to new digital hubs servicing and highlighting Canada Soccer’s membership.

Fans can explore the new digital experience at CanadaSoccer.com.

The “Our Game Now” brand spot was developed by recently appointed agency of record, Diamond. The Abacas Data online research survey of 2,481 Canadians aged 18 and older was conducted between 30 April and 5 May 2026. The margin of error for a comparable probability sample is +/- 1.96%, 19 times out of 20.