Shawn Mendes becomes ambassador for the Canadian team for the 2026 World Cup Por Carolina Costa
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Shawn Mendes, 27-year-old Canadian singer, was announced this Wednesday (12) as one of the first ambassadors of the Canada Soccer Foundation’s Iconic XI program, aiming to support the country’s men’s soccer team at the 2026 FIFA World Cup.
The announcement took place in Toronto, Canada, and also includes actor Simu Liu and hockey player Sidney Crosby. The initiative seeks to mobilize cultural influencers to promote the national team, which will participate in the tournament expanded to 48 teams, co-hosted by Canada, Mexico and the United States.
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The program is part of efforts to increase public engagement with Canadian football, especially with the World Cup set to begin on June 11, 2026. Mendes, with more than 62 billion global streams, will use his platform to encourage fans to support the team.
- The ambassadors’ main actions include posting on social media about the team’s games and training.
- Participation in public events to attract new fans to the sport.
- Creative collaborations, such as themed musical content for the World Cup.
Iconic XI Composition
The Canada Soccer Foundation launched Iconic XI in partnership with the Infinity agency, with the aim of bringing together 11 Canadian icons from different areas.
The first names revealed represent sports, cinema and music, expanding the reach of the campaign beyond stadiums.
The full group will be released gradually until the start of the tournament, focusing on cultural diversity to reflect Canadian society.
Shawn Mendes’ trajectory in supporting sport
Shawn Mendes, originally from Pickering, Ontario, has built a global career since 2013, with Vine covers that led to five studio albums and tours including “On The Road Again” in 2025.
Now, he directs his influence towards football, a sport that gained strength in Canada after the historic qualification for the 2022 World Cup. Mendes expressed enthusiasm in an official statement, highlighting his pride in representing the country in international events.
His participation in Iconic XI aligns with the foundation’s other projects, such as the album “Perfect Pitch”, produced by Boi-1da with artists such as Alessia Cara and Nelly Furtado, whose proceeds benefit youth soccer programs.
Other early ambassadors
Sidney Crosby, captain of the Pittsburgh Penguins, brings expertise from three Stanley Cups and Olympic golds in 2010 and 2014.
He commented what an honor it was to support Canadian athletes in a global competition like the World Cup.
Simu Liu, known for the film “Shang-Chi” by Marvel, made the TIME 100 list for her cultural impact and will use the role to promote narratives about the selection.
Role of the Canada Soccer Foundation
The foundation, separate from but financing Canada Soccer, coordinates the program to strengthen community soccer.
Initiatives like the Iconic XI aim to elevate the sport in a country traditionally dominated by hockey, with a focus on inclusion and grassroots development.
Expectations for the 2026 World Cup
The 2026 tournament marks the first time Canada has hosted the World Cup, with 104 matches across 16 cities across the three host countries.
The men’s team, classified directly as hosts, faces challenges in an expanded format, but has growing popular support.
The ambassadors will help chronicle the team’s journey via digital media and appearances, setting the stage for kickoff in June.
- The official ball, Adidas Trionda, incorporates the colors of the hosts’ flags: red, green and blue.
- Mascots include Maple (Canadian moose), Zayu (Mexican jaguar) and Clutch (American eagle).
- Calendar foresees the opening game at the Azteca Stadium, in Mexico, with the final in New York.
Mendes’ global reach
Mendes has three Grammy nominations and sixJuno Awards, with hits that crossed cultural boundaries. Your membership in the program reinforces the bridge between entertainment and sports in Canada.
