Sidney Crosby, a seasoned champion in national tournaments, has joined forces with Canada to promote its 2026 World Cup campaign. The renowned trio of Crosby, actor Simu Liu, and singer Shawn Mendes have been appointed as the inaugural members of the “Iconic XI Ambassador” initiative. Their role involves utilizing their influence and platforms to enhance the visibility of the Canadian men’s team leading up to the 104-game soccer extravaganza in June, featuring 48 teams.
Canada Soccer has dubbed the “Iconic XI” as a group comprising the nation’s most esteemed cultural figures from various domains such as entertainment, sports, fashion, music, media, and the arts. As ambassadors, Crosby, Liu, and Mendes will collaborate to showcase and support the Canadian men’s soccer team through social media, public engagements, and creative projects.
Kevin Blue, the CEO and general secretary of Canada Soccer, expressed that the “Iconic XI” symbolizes Canada’s diverse and unified spirit, embodying the nation’s creativity and solidarity. The announcement of additional members to the “Iconic XI” lineup is anticipated in the upcoming months.
Crosby, a two-time Olympic gold medalist with Team Canada, expressed his pride in representing the country and extended his support to fellow Canadian athletes, emphasizing his commitment to cheering them on during their journey.
Simu Liu, known for his roles in Marvel’s productions, and Shawn Mendes, a multi-award-winning artist with a significant global following, bring their unique talents to the ambassador program. This initiative is part of the Canada Soccer Foundation’s efforts to support and fund Canadian soccer development, including projects like the “Perfect Pitch” program, which involves producing a FIFA World Cup-themed album with renowned artists to benefit youth soccer programs.
Furthermore, the Canada Soccer Foundation’s “CanadaRed” supporters’ program serves as a platform for Canadian fans to engage and contribute towards supporting national teams, coaching development, and youth soccer accessibility. Initiatives like “Canada Rising” aim to raise substantial funds to fuel the growth of Canadian soccer, with over $11 million already secured in donations and commitments.
The philanthropic endeavors of Canada Soccer are geared towards nurturing and advancing the sport in the country, with a vision to raise $25 million by 2027 through campaigns like “Canada Rising.” The foundation’s dedication to fostering soccer growth and community engagement underscores its commitment to empowering Canadian soccer on both national and global stages.