Sidney Crosby, who knows more than a little about winning a major tournament on home soil, has signed up to help Canada in its 2026 World Cup campaign.
Crosby, actor Simu Liu and singer Shawn Mendes are the first celebrities included in the Iconic XI Ambassador program.
They will use their voice and platform to help raise the profile of Canada's male co-hosts ahead of the 48-team, 104-game soccer show's June kickoff.
According to Canada Soccer, the Iconic XI will feature “Canada's most respected and influential cultural leaders working at the intersection of entertainment, sports, fashion, music, media and the arts.”
As ambassadors, Crosby, Liu and Mendez “will use their platforms to promote stories about the Canadian men's soccer team,” “whether through social media, public appearances or creative collaborations.”
“The Iconic XI represents the best of who we are as a country today – creative, diverse and united,” Kevin Blue, CEO and general secretary of Canada Soccer, said in a statement.
“As our players prepare for the world’s biggest stage, these cultural leaders will help amplify the pride and passion that continues to define Canadian soccer. Together we show the world what it means when Canada stands as one.”
The remaining members of the Iconic XI lineup will be announced in the coming months.
“I am always honored to represent Canada on the national stage and am excited to support my fellow Canadian athletes,” said Crosby, who led Canada to Olympic gold in 2010 in Vancouver and 2014 in Sochi. “I’ll be cheering for them along the way.”
Liu, an actor, writer and producer, starred in the Marvel film Shang-Chi and the Legend of the Ten Rings.
Mendes has received three Grammy nominations and six Juno Awards, and has amassed more than 62 billion song streams worldwide.
Project Ambassador is the latest tournament-related venture from the Canadian Soccer Foundation, which, although separate, helps fund Canadian soccer.
The foundation has already announced its “Perfect Pitch” program, which sees award-winning producer Boi-1da working with The Tragically Hip, Alessia Cara, Charlotte Cardin, Loud Luxury, Nelly Furtado, Zeds Dead and more on a FIFA World Cup album with proceeds benefiting youth soccer programs.
The Foundation also supports the CanadaRed support program, which also serves as a means of supporting Canadian fans who wish to participate in Canada Soccer's prize draw for tickets to Canada's World Cup games. The money received from CanadaRed (there are seven tiers ranging from free to $5,000 per year) goes towards funding national teams, supporting the growth and education of Canadian coaches, and making youth soccer more accessible.
In September, Canada Soccer announced the Canada Soccer Foundation's “Canada Rising” campaign, which aims to raise $25 million by the end of 2027 “to help grow Canadian soccer.”
Canada Soccer says its charitable work has already resulted in more than $11 million in gifts and commitments.
