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Sidney Crosby, a figure intimately familiar with achieving victory in a significant tournament on familiar ground, has committed to assisting in promoting Canada’s participation in the 2026 World Cup.
Crosby, along with actor Simu Liu and vocalist Shawn Mendes, are the initial prominent individuals selected for the “Iconic XI Ambassador” initiative.
They will utilize their influence and visibility to bolster the recognition of the Canadian men’s team as co-hosts, leading up to the commencement of the 48-team, 104-match soccer event in June.
The “Iconic XI” will encompass “Canada’s most esteemed and influential cultural figures from the realms of entertainment, sports, fashion, music, media, and the arts,” according to Canada Soccer.
In their capacity as ambassadors, Crosby, Liu, and Mendes will “employ their respective platforms to showcase the narratives of the Canadian men’s soccer team “through avenues such as social media engagements, public appearances, or collaborative creative endeavors.”
“The Iconic XI embodies the finest attributes of our nation — innovative, varied, and unified,” stated Kevin Blue, CEO and general secretary of Canada Soccer, in an official release.
“As our athletes gear up for the world’s grandest stage, these cultural leaders will contribute to amplifying the sense of pride and fervor that continues to characterize Canadian soccer. Collectively, we are demonstrating to the world the essence of Canada’s unity.”
The remaining members of the “Iconic XI” lineup will be revealed in the forthcoming months.
“It is consistently an honour to symbolize Canada on the international platform, and I am delighted to extend my support to my fellow Canadian athletes,” expressed Crosby, who captained Canada to Olympic gold in both 2010 in Vancouver and 2014 in Sochi. “I will be cheering them on throughout their journey.”
With the Milano Cortina 2026 Olympics just 100 days away, two-time Olympic champion Sidney Crosby shares his thoughts on the NHL’s return and Canada’s high expectations in Italy.
Mendes’ Recognition with 6 Juno Awards
Liu, recognized as an actor, author, and producer, gained prominence for his role in Marvel’s production, “Shang-Chi and the Legend of the Ten Rings.”
Mendes has garnered three Grammy nominations and secured six Juno Awards, concurrently accumulating over 62 billion streams of his songs globally.
The ambassador initiative represents the latest undertaking associated with the tournament from the Canada Soccer Foundation, which, while operating independently, aids in providing financial backing to Canada Soccer.
The foundation has previously unveiled the “Perfect Pitch” program, which features collaboration between award-winning producer Boi-1da and artists such as The Tragically Hip, Alessia Cara, Charlotte Cardin, Loud Luxury, Nelly Furtado, Zeds Dead, and others on a FIFA World Cup-inspired album, with proceeds earmarked for supporting youth soccer initiatives.
The Foundation is also the driving force behind the CanadaRed supporters program, functioning as a conduit for Canadian supporters seeking to participate in a lottery for Canada Soccer’s allocation of tickets for Canadian team matches at the World Cup. Funds generated through CanadaRed – encompassing seven tiers ranging from complimentary to $5,000 annually – are directed toward sustaining national teams, fostering the growth and education of Canadian coaches, and enhancing accessibility to youth soccer opportunities.
In the preceding September, Canada Soccer disclosed Canada Rising, a Canada Soccer Foundation campaign with the objective of securing $25 million by the conclusion of 2027, “to galvanize the advancement of Canadian soccer.”
Canada Soccer asserts that its philanthropic endeavours have already yielded contributions and pledges surpassing $11 million.
CBC Sports Senior Contributor Chris Jones discusses the evolving sense of camaraderie within Canada’s men’s soccer team.
