Sidney Crosby, a prominent figure in winning major tournaments on home turf, has agreed to support Canada in its 2026 World Cup bid. Joining him are actor Simu Liu and singer Shawn Mendes, the first members of the “Iconic XI Ambassador” initiative. This program aims to elevate the visibility of the Canadian men’s team leading up to the 48-team, 104-game soccer extravaganza in June.
The “Iconic XI” initiative will feature influential figures from various fields such as entertainment, sports, fashion, music, media, and the arts, chosen by Canada Soccer. As ambassadors, Crosby, Liu, and Mendes will utilize their platforms to showcase the stories of the Canadian men’s soccer team through social media, public engagements, and creative projects.
Kevin Blue, CEO and general secretary of Canada Soccer, highlighted the significance of the Iconic XI in representing Canada’s diversity and unity. More ambassadors will be announced in the following months to further support the cause.
Crosby expressed his pride in representing Canada and pledged his support to fellow Canadian athletes, reminiscing his leadership in securing Olympic gold for Canada in 2010 and 2014. Liu, known for his roles in Marvel’s “Shang-Chi and the Legend of the Ten Rings,” and Mendes, a multi-award-winning singer, bring their unique talents to this project.
This initiative is part of the Canada Soccer Foundation’s efforts to raise funds for the development of soccer in the country. The foundation has introduced various programs like “Perfect Pitch,” involving artists like Boi-1da and The Tragically Hip, and “CanadaRed supporters,” offering fans a chance to win tickets for Canadian team games at the World Cup while supporting youth soccer programs.
Canada Soccer has launched the “Canada Rising” campaign through its foundation to raise $25 million by 2027 for the growth of Canadian soccer. The foundation’s philanthropic work has already garnered over $11 million in donations and commitments.
