Sidney Crosby, a seasoned champion on home ground, has joined forces with Canada to support their 2026 World Cup campaign. Alongside actor Simu Liu and singer Shawn Mendes, they are the inaugural members of the “Iconic XI Ambassador” initiative. This program aims to elevate the Canadian men’s team leading up to the grand soccer event in June, featuring 48 teams and 104 matches.
The “Iconic XI” initiative highlights Canada’s influential cultural figures in entertainment, sports, fashion, music, media, and the arts, as stated by Canada Soccer. Crosby, Liu, and Mendes will serve as ambassadors, utilizing their platforms to promote the narratives of the Canadian men’s soccer team through social media, public engagements, and creative collaborations.
Kevin Blue, CEO and general secretary of Canada Soccer, expressed that the Iconic XI represents Canada’s diversity and unity, showcasing the nation’s best attributes. More members of the Iconic XI will be announced in the following months.
Crosby, who led Canada to Olympic gold in 2010 and 2014, expressed his honor in supporting fellow Canadian athletes on the international stage. Liu, known for his role in Marvel’s “Shang-Chi and the Legend of the Ten Rings,” and Mendes, a multi-award-winning artist, bring their unique talents to the ambassador project.
The Canada Soccer Foundation has launched various initiatives related to the upcoming tournament, such as the “Perfect Pitch” program, a FIFA World Cup-themed album collaboration. Additionally, the foundation introduced the CanadaRed supporters’ program, enabling Canadian fans to engage and contribute to youth soccer programs while supporting national teams and coaches’ development.
Canada Soccer’s philanthropic efforts, including the recent “Canada Rising” campaign aiming to raise $25 million by 2027, have already garnered over $11 million in donations and commitments towards advancing Canadian soccer.
The collective efforts of these cultural icons and the Canada Soccer Foundation aim to boost Canadian soccer’s growth and success on the global stage.