January 29 – FIFA has outlined plans for a nationwide fan engagement programme in Canada ahead of the World Cup this summer, launching a series of one-day public events designed to extend the tournament experience beyond the country’s two Host Cities.
Branded ‘Canada Celebrates’, the programme will run parallel with the tournament from June 11 to July 19 and feature up to 40 stops across the country. FIFA says more than 75% of Canada’s population will be within a two-hour drive of at least one event, with each site set to host live match screenings alongside football-focused activity and local programming.
Vittorio Montagliani, FIFA Vice-President and Concacaf President, framed the initiative as a response to Canada’s growing football audience and the scale of the 2026 tournament.
“Canada Celebrates was created to recognise the passion for football that runs across Canada and to bring the energy and excitement of the FIFA World Cup directly into our communities,” he said. “As a Canadian, I’ve seen first-hand the pride and unity this country shows on the world stage and how Canadians rally during major international sporting events. Hosting the FIFA World Cup is truly a once-in-a-lifetime experience.”
The programme will launch simultaneously on Canada’s east and west coasts on June 11, with opening events in British Columbia and Halifax, before moving through cities and communities nationwide. While Toronto and Vancouver will host matches during the tournament, Canada Celebrates is positioned as a parallel national tour aimed at markets outside the official Host Cities.
FIFA has said it will also use the platform to support the FIFA World Cup Trophy Tour – ran in partnership with lead sponsor Coca-Cola – with the original trophy scheduled to appear in seven Canadian cities: Vancouver, Calgary, Winnipeg, Montreal, Halifax, Ottawa and Toronto.
“The FIFA World Cup brings fans together through moments of unmatched passion, emotion and connection, and Coca-Cola is proud to help bring that excitement home,” said Andy Buckingham, General Manager of Coca-Cola Canada. “Through the FIFA World Cup Trophy Tour by Coca-Cola, we’re creating unforgettable experiences for fans across Canada.”
FIFA confirmed that professional leagues and governing bodies across the domestic game will be involved at each stop, including Major League Soccer, the Canadian Premier League, the Northern Super League and Canada Soccer, alongside provincial and territorial associations.
Contact the writer of this story, Harry Ewing, at [email protected]