The Canada Soccer Foundation, in partnership with Infinity &, today announced that legendary Canadian mixed martial artist Georges St-Pierre has joined its Iconic XI ambassador program, rallying the country behind Canada Soccer’s Men's National Team (CANMNT) ahead of the FIFA World Cup 2026™ on home soil.
A two-division champion and Ultimate Fighting Championship Hall of Famer, St-Pierre is widely regarded as one of the greatest mixed martial artists of all time, having defended the welterweight title multiple times and captured the middleweight championship during a historic career. He brings his voice and platform to a growing roster of Canadian icons supporting the National Team’s journey this summer.
“At the highest level, success comes down to preparation, discipline, and the ability to perform under pressure. The World Cup is the ultimate stage, and I have a lot of respect for what it takes to compete there. I’m proud to stand behind our Men’s National Team and support them as they represent Canada on the world stage.”
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\u200b- Georges St-Pierre
The Iconic XI program brings together some of Canada’s most influential leaders across sport, culture, and entertainment to amplify national pride and connect fans to the team in new ways.
“Georges is a champion in every sense of the word, and we’re proud to welcome him to the Iconic XI. His commitment to excellence and his ability to inspire Canadians align perfectly with what this ambassador program represents as we build toward a historic World Cup at home.”\n
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\u200b-Kevin Blue, CEO and General Secretary of Canada Soccer
“At its core, Iconic XI is about bringing Canadians together during this milestone moment in Canadian sports history. Georges, along with each of the ambassadors has their own unique fan base, uniting different audiences across Canada behind our Men’s National Team for a moment of celebration, connection and pride.”
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\u200b-Jerry Deifer, Partner, Infinity &
Canada Soccer Foundation will continue to unveil additional Iconic XI ambassadors in the lead-up to the tournament, building momentum and uniting Canadians behind the men’s national team. Previously announced Iconic XI ambassadors include: Alanis Morissette, Andre de Grasse, Dan Levy, Shawn Mendes, Shay Mitchell, Sidney Crosby, Simu Liu and Summer McIntosh.
About Iconic XI
\u200bIconic XI is an amplification platform, anchored by an all-star roster of 11 remarkable Canadians working to unite the country behind Canada Soccer’s Men’s National Team – celebrating player stories, building excitement, and supporting youth soccer initiatives through the Canada Soccer Foundation.
About Canada Soccer Foundation
The Canada Soccer Foundation is a fiduciary body that is legally separate and distinct from Canada Soccer and incorporated under the Societies Act of British Columbia. The primary purpose of the Foundation is to support the efforts of Canada Soccer in promoting the growth and development of soccer in Canada. The purpose, timing and donations expended annually to Canada Soccer, from the Foundation, is at the discretion of the Board of the Foundation.
The Canada Soccer Foundation is dedicated to growing the game and creating opportunities for all Canadians to experience the power of soccer. From supporting our national teams on the world stage to breaking down barriers at the grassroots level, we invest in areas that inspire, develop, and unite communities across the country. Together with our partners and supporters, we are building a stronger future for soccer in Canada – one player, one coach, and one fan at a time.
About Infinity &
\u200bBased in Toronto and operating worldwide, Infinity & is a full-service music and entertainment company specializing in project management, record label services, talent management, and strategic partnerships. The company works with artists, brands, and organizations to bring creative visions to life and drive meaningful cultural impact.
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