Sidney Crosby, a familiar face in winning major tournaments at home, has officially joined forces with Canada for the 2026 World Cup campaign. Alongside actor Simu Liu and singer Shawn Mendes, Crosby is part of the inaugural “Iconic XI Ambassador” program. Their role is to elevate the profile of the Canadian men’s team leading up to the 48-team, 104-game soccer extravaganza set to kick off in June.
The trio, known as “Iconic XI,” comprises influential figures in entertainment, sports, fashion, music, media, and the arts handpicked by Canada Soccer. Crosby, Liu, and Mendes will utilize their platforms to showcase the narratives surrounding the Canadian men’s soccer team through various means such as social media, public engagements, and creative partnerships.
Kevin Blue, CEO and general secretary of Canada Soccer, expressed enthusiasm, stating that the Iconic XI embodies Canada’s essence today – a blend of creativity, diversity, and unity. The collaboration aims to boost the pride and enthusiasm surrounding Canadian soccer as the players gear up for the global stage.
More members of the Iconic XI lineup will be revealed in the following months. Crosby, a two-time Olympic gold medalist, expressed his pride in representing Canada and pledged his support to his fellow athletes. The ambassador initiative is part of the Canada Soccer Foundation’s ongoing efforts to support Canadian soccer through various ventures.
In addition to the Iconic XI program, the foundation recently introduced the “Perfect Pitch” initiative, collaborating with renowned producer Boi-1da and top artists to create a FIFA World Cup-themed album. Proceeds will contribute to youth soccer programs. The foundation’s CanadaRed supporters’ program provides fans with an opportunity to engage and support the Canadian team, with funds raised being channeled towards national teams, coach development, and youth soccer accessibility.
Canada Soccer’s philanthropic endeavors have already garnered over $11 million in gifts and commitments. Aiming for further growth, the Canada Soccer Foundation launched the “Canada Rising” campaign, with a target of raising $25 million by 2027 to advance Canadian soccer’s development.
Through these initiatives and partnerships, Canada Soccer is fostering a strong sense of community and support around the national team, gearing up for an exciting journey towards the 2026 World Cup.