Canada Soccer today announced a new strategic digital content relationship with Snapchat in Canada designed to reshape how fans connect with Canada Soccer’s Men’s National Team (CANMNT) ahead of FIFA World Cup 2026™.
Built around creators, athletes and real-time storytelling, the relationship will introduce a new fan and digital content ecosystem across Snapchat as Canada prepares to co-host the biggest sporting event in the world.
“Today’s fandom is being shaped by real-time access across platforms like Snapchat, and by the culture around the game. Our focus is on showing up in those spaces in a way that feels authentic — through creators, through our players, and through stories that go beyond the pitch. This collab with Snap is an important step for our organization as we continue to bring fans into moments and spaces that have traditionally been out of reach.” \u200b
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\u200b-Paulo Senra, Chief Communications & Content Officer at Canada Soccer
As part of the collaboration, Snapchat Cam activations will be featured at Canada’s remaining CANMNT send-off matches in Edmonton on June 1 and Montréal on June 5, creating immersive experiences and interactive ways to cheer on teams for supporters attending the matches.
The program will also include educational workshops and support opportunities for the Men’s and Women’s National Team players focused on content creation, platform best practices and audience engagement. National Team players will also be designated as official Snapchat ‘Snap Stars’, providing fans with more direct access to behind-the-scenes storytelling throughout the year.
The Snap Star program is Snapchat’s creator program for verified public figures and high-impact creators, designed to help creators grow their audiences and monetize content through tools including ad revenue sharing, brand collabs and Creator Subscriptions. Current CANMNT players recognized through the program include Aribim Pepple (@bim7810), Dayne St. Clair (@saintc17), Derek Cornelius (@generaldc13), Joel Waterman (@joelwaterman), Luc de Fougerolles (@lucdf44), Marcelo Flores (@marce10flores), Nathan Saliba (@nathann_saliba), Owen Goodman (@owen_goodman1), Promise David (@txby_72) and Tani Oluwaseyi (@kingt1410).
Select Snapchat creators will receive media accreditation and access to CANMNT training sessions and send-off matches in Edmonton and Montréal, capturing the emotion and atmosphere in real time and sharing it with fans across Snapchat. This is the first time Canada Soccer has accredited content creators from major social media platforms as part of their National Team media accreditation process for home matches. \u200b \u200b
In addition, Snapchat creators will receive accreditation opportunities for Canadian Men’s National Team training sessions in Toronto and Vancouver during the FIFA World Cup 2026™ group stage, offering unique access and perspectives from inside Canada’s World Cup environment.
This collaboration will provide further support of Canada Soccer’s to-be-released national “Our Game Now” campaign spot, designed to expand its reach digitally. This support will help galvanize Canadians behind the CANMNT ahead of this summer.
“We know that this generation of fans craves authenticity and access, and there is no better place for that than Snapchat. We are excited to welcome Canada’s elite National Team players into our Snap Star program, empowering them to tell their own stories and build deep, personal connections with their supporters. By combining this behind-the-velvet-rope access with immersive AR lenses that fans can use during games in Edmonton and Montreal, we are redefining what it means to follow your national team.”
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\u200b-Norissa Samuels, Creator Partnership Lead, Canada at Snapchat
Additional content initiatives and creator programming will be announced this Fall as Canada Soccer’s Women’s National Team prepares for their 2027 FIFA Women's World Cup™.
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