Sidney Crosby, a seasoned veteran in leading teams to victory on home turf, has joined forces with Canada in their 2026 World Cup campaign. The “Iconic XI Ambassador” program has enlisted Crosby, along with actor Simu Liu and singer Shawn Mendes, as the inaugural celebrity ambassadors. These influential figures will play a crucial role in elevating the Canadian men’s team’s profile leading up to the 48-team, 104-game soccer extravaganza in June.
Canada Soccer’s initiative aims to bring together prominent cultural leaders from various fields such as entertainment, sports, fashion, music, media, and the arts under the “Iconic XI” banner. Crosby, Liu, and Mendes will leverage their platforms to amplify the narratives surrounding the Canadian men’s soccer squad through social media, public appearances, and creative collaborations.
Kevin Blue, CEO and general secretary of Canada Soccer, highlighted the significance of the “Iconic XI” in showcasing Canada’s diversity and unity. The program seeks to exude national pride and passion as the Canadian soccer team gears up for the global stage.
While Crosby expressed his honor in representing Canada and supporting fellow athletes, the full lineup of the “Iconic XI” will be unveiled gradually in the upcoming months. Liu, known for his roles in Marvel’s “Shang-Chi and the Legend of the Ten Rings,” and Mendes, a multi-award-winning artist with global acclaim, bring their unique talents to this initiative.
The Canada Soccer Foundation, in tandem with the ambassador project, continues its commitment to supporting Canadian soccer. Initiatives like the “Perfect Pitch” program, which involves renowned producer Boi-1da collaborating with top artists on a FIFA World Cup-themed album, aim to fund youth soccer programs. Additionally, the CanadaRed supporters’ program offers fans the chance to engage with the team and contribute to soccer development through various tiers of participation.
Canada Soccer’s philanthropic efforts, including the recent “Canada Rising” campaign, have already raised substantial funds to foster the growth of Canadian soccer. With a target of $25 million by 2027, the foundation remains dedicated to advancing the sport in the country.