The Canada Soccer Foundation has launched its Iconic XI Ambassador program, naming singer Shawn Mendes, hockey star Sidney Crosby, and actor Simu Liu as the first ambassadors for the upcoming FIFA World Cup 26. This initiative aims to unite Canadians behind the Men's National Team through cultural figures from various industries. The program will feature a total of 11 homegrown leaders to celebrate the team's preparation for the tournament.
The Canada Soccer Foundation announced the Iconic XI Ambassador program on Wednesday, highlighting a nationwide cultural initiative to rally support for Canada Soccer’s Men’s National Team ahead of the FIFA World Cup 26. The first ambassadors revealed are Shawn Mendes, representing music; Sidney Crosby, from sports; and Simu Liu, from entertainment. In total, 11 leaders from fields including fashion, media, and the arts will be named to champion the players' stories and foster national unity.
The press release described the program as more than a campaign: "It’s a national movement and a moment for Canada to shine in front of the entire world. Members of the Iconic XI will stand shoulder-to-shoulder with our players to champion their stories and help rally the country behind them."
Sidney Crosby, a gold medal winner in hockey, expressed his enthusiasm in a statement: “I’m excited to partner with Canada Soccer as they launch their Iconic XI ambassador program ahead of the FIFA World Cup. It’s always an honor to represent Canada on the national stage, and I’m happy to support my fellow Canadian athletes. I’ll be cheering for them along the way.”
This announcement underscores Canada's preparations for co-hosting the 2026 World Cup with the United States and Mexico, emphasizing cultural engagement to build excitement for the Men's National Team.