Is Soccer Growing in Canada? What the Data Says Ahead of the 2026 FIFA World Cup

How Popular Is Soccer in Canada Today?

This summer, Canada will be front and centre on the world stage as it prepares to host the upcoming 2026 FIFA World Cup alongside the United States and Mexico. It’s the first time in history that the tournament will come to the nation, and there is a great deal of buzz among Canadians looking forward to the event.

According to our recent study, over 2-in-3 (68%) Canadians plan to watch or attend the 2026 FIFA World Cup, with 35% saying they’ll be visiting Toronto or Vancouver from out of town. Overall sentiment is also strong - over 2-in-3 (68%) Canadians feel positive about the tournament, and 4-in-5 (79%) agree it will likely leave a positive legacy for Canada following the event.

Hosting major international sporting events like the FIFA World Cup or Olympic Games often generates excitement in the community. But for brands considering multi-year sponsorship investments, an important question remains: is it really worth it?

With so much attention on soccer right now, Canadian brands are asking whether the sport is truly continuing to grow in popularity, or if this is simply short-term momentum driven by the World Cup.

Soccer Participation Growth in Canada (2019–2025)

One of the clearest ways to understand soccer’s growth in Canada is through participation. From 2019 to 2025, the number of Canadians who play soccer has increased from 21% to 29% - a 38% increase. Among those who watch or follow soccer, numbers have risen from 28% (2019) to 36% (2025), representing a 29% increase.

Looking deeper at the properties soccer fans engage with, we see similar growth across major leagues and competitions. Major League Soccer (MLS) fandom has increased by 23% from 2019 to 2025. UEFA Champions League fandom has grown by 33%, while the Canadian Premier League (CPL) has seen a 43% increase. English Premier League (EPL) fandom has grown by 32% over the same period.

The Rise of Domestic Soccer in Canada

Importantly, Canada now has its first professional women’s soccer league, the Northern Super League (NSL), with 6.81 million Canadians engaging in its inaugural season. As a proxy, the US-based National Women’s Soccer League (NWSL) has also seen a 32% increase in fandom from 2019 to 2025.

So, is soccer truly growing in Canada, or is this just World Cup-driven buzz?

The data points clearly to sustained growth. Participation continues to rise, fandom across both domestic and international leagues is increasing year-over-year, and new opportunities for high-level competition are expanding within Canada.

For brands looking to connect with Canadians through soccer, the opportunity is real. And with the right strategy, it’s one that can deliver long-term value.

Looking to explore the data in more detail?

Our Ready for Kickoff: FIFA World Cup 2026 Report dives deeper into Canadian fan sentiment, engagement, and the opportunities ahead for brands. Download it here.