The countdown is on. In exactly 365 days, Toronto will step onto the global stage as a first-time host city for the FIFA World Cup—the world’s most-watched sporting event. On June 11, 2026, the city will welcome fans from around the globe as one of 16 North American host cities bringing soccer’s biggest tournament to life.
The numbers alone are staggering: five billion global viewers, 3.4 million in-person attendees in 2022, and an anticipated $3.8 billion in economic impact across Canada. But beyond the numbers lies something far more valuable for Canadian brands—a generational chance to contribute to national identity, unify diverse communities, and shape cultural legacy through thoughtful, future-facing strategy.
For brands with vision, this is more than a campaign window. It’s a cultural inflection point. Here’s how to not just participate—but lead.
Think long-term: Invest in legacy, not just visibility
Toronto will host six matches in 2026, including five group-stage games and one knockout match. With hosting costs estimated at $380 million and a projected $3.8 billion in national economic return, this is more than a sports investment—it’s a growth engine. Over 24,000 jobs are expected to be created across Canada, driven by infrastructure upgrades like the BMO Field expansion, transit improvements, and hospitality development.
Forward-thinking brands must recognize the potential to align themselves with these developments in a way that endures beyond 2026.
Legacy planning should be non-negotiable. Consider how your brand can contribute to public amenities that remain after the final whistle: inclusive gathering spaces, revitalized parks, multipurpose sports facilities. Global models like London 2012 demonstrate that infrastructure, when planned with community outcomes in mind, can generate return for decades. In Canada, this is a chance to embed your brand in the very fabric of civic progress—driving not just visibility, but trust, relevance, and long-term equity.
Empower local businesses through event integration
The World Cup will ignite a surge in consumer activity—but without deliberate strategy, that value can bypass the very communities hosting the event. Brands have both an opportunity and a responsibility to ensure local businesses are not only included but elevated through their activations.
Integrating local vendors, entrepreneurs, and creators into brand programs—from curated marketplaces and food experiences to merchandising partnerships and cultural showcases—builds authenticity and economic resilience. These aren’t just supplier relationships; they’re brand-building partnerships that generate goodwill and amplify community voice. The most impactful campaigns will not be those with the biggest budgets, but those most deeply rooted in place.
Build inclusive employment pipelines
The World Cup will create over 24,000 jobs across Canada. But the smartest brands will see those jobs not as temporary placements, but as talent pipelines.
By supporting training programs, apprenticeships, and workforce development—especially for youth, newcomers, and equity-deserving groups—brands can contribute to long-term economic mobility. This is where sponsorship evolves into stewardship. From hospitality to logistics to creative production, brands have the opportunity to open doors and help shape a skilled, diverse, and future-ready workforce that extends far beyond 2026.
Activate community engagement early
Legacy starts with listening. The brands that make the biggest impact will be those that engage communities early and meaningfully—long before the opening match. That means consulting with local leaders, collaborating with grassroots organizations, and ensuring that campaigns reflect the lived experience of the people who will host the world.
Inclusion shouldn’t be a late-stage addition—it must be foundational. When communities see themselves in your campaign—in the language, faces, stories, and values—they’re far more likely to become advocates, not just spectators. Equity-driven engagement builds trust, relevance, and reputation that no media buy can replicate.
It’s more than a campaign. It’s a legacy.
The World Cup is more than a sponsorship moment. It’s a chance to help shape a national movement on the world’s biggest stage. The brands that win in 2026 won’t just show up with flashy ads or limited-edition merch—they’ll make meaningful investments in youth, infrastructure, culture, and storytelling that outlast the tournament.
This is a time to think bigger. To bet on Canada. To help shape the next chapter of our national story.
There’s no extra time. No video-assisted replay. This is your golden goal moment.
Let’s make it count.
Our expert advisors from NATIONAL’s Consumer Good & Services and Corporate Communications are here to help your organization cement its place in Canadian soccer history.
