World Cup can push football into mainstream in Canada, says league chief

VANCOUVER – The 2026 World Cup offers a chance to drive football into Canada’s mainstream, boost commercial revenues and elevate the Canadian Premier League, said James Johnson, commissioner of the country’s top-tier competition.

The 48-team global showpiece will be co-hosted by Canada, the US and Mexico from June 11 to July 19.

“Like any World Cup, there is always a big opportunity to grow the sport and grow the business of the sport,” Johnson, who is also the group chief executive officer (CEO) of Canadian Soccer Business, told Reuters.

“Canada, for the first time in our history, will co-host the 2026 World Cup. From our perspective, we see an opportunity to break the sport into the mainstream, to really grow commercial revenues, and ultimately to put the Canadian Premier League at the very centre of the Canadian sports agenda.”

Canada will be at the men’s World Cup for a third time, following previous appearances in 1986 and 2022.

Coached by American and former Leeds United boss Jesse Marsch, their squad also includes Bayern Munich’s Alphonso Davies and Juventus forward Jonathan David.

“We’ve got two great national teams, the men’s and the women’s. We’ve got players playing at big clubs and in top leagues around the world,” Johnson added.

The Canadian Premier League was founded in 2017 and played its first season in 2019, but he believes the league is now entering a more mature phase.

“We have a new league, a relatively new league, that is maturing in the Canadian Premier League, developing great players for the national teams and for big clubs around the world,” Johnson said.

“All the right ingredients are there. It’s about bringing those ingredients together and making magic happen. That’s what we’re focused on doing as we co-host a World Cup.”

The Canadian Premier League has also positioned itself at the forefront of innovation. Back in April, a goal scored under football’s experimental “daylight” offside rule was allowed for the first time in a professional match.

The concept, long advocated by former Arsenal manager Arsene Wenger – in his role as football world governing body FIFA’s head of global football development – is now being assessed in Canada as a potential change to the laws of the game.

“What we’re doing with FIFA and Wenger is something new. It’s innovative. We think it’s great for the sport,” Johnson added. “It’s created a lot of debate, both around video football support and the daylight rule, and that’s a good thing. We see our role as creating interest in our league.

“We want more discussion in Canada, but we also want to be part of a global conversation that is driving the sport forward. We think we’re doing that through the implementation of these new rules.”

In other news, US hotel reservations associated with the World Cup are falling far short of industry expectations, a business group said.

The American Hotel and Lodging Association (AHLA) surveyed its members in the 11 US metropolitan areas that will host World Cup matches, from New York to Los Angeles. Results were released on May 4.

Eighty per cent of respondents reported that hotel bookings were tracking below initial forecasts, while around 65 per cent of total respondents cited visa barriers and broader geopolitical concerns as issues suppressing demand.

“A range of factors have tempered early optimism, though forward indicators show there is still meaningful opportunity ahead,” said AHLA president and CEO Rosanna Maietta.

“To fully realise that potential, the US and FIFA must ensure a welcoming and seamless experience for international travellers.”

REUTERS, AFP