Beyond the Pitch: How Toronto Is Poised to Define the FIFA World Cup 2026 Experience (Part 1)
Presented by AMA Toronto, Beyond the Pitch opened with palpable excitement for FIFA World Cup 2026. As brands and marketers look ahead to this historic moment, one theme is clear: Canada’s diversity is its greatest advantage.
The opening segments of the event explored how Toronto’s multicultural identity, combined with community energy and strategic storytelling, will shape the city’s role on the global stage. Insights from John Tory, FIFA insiders and industry leaders set the tone for how FIFA 2026 can become more than a tournament — an opportunity for government and able brands to elevate and define our country’s narrative.
“A Once-in-a-Lifetime” Perspective: John Tory Sets the Stage
A defining moment of the event came when John Tory, Toronto’s 65th mayor and co-chair of the Toronto FIFA Bid Committee, shared how Toronto secured its host-city role — and why FIFA 2026 will be transformational for it.
Tory spoke candidly about the ambition behind the bid, the strategy that guided it.
“I can say … there has probably never been a World Cup host city with a population composition like Toronto.”
He underscored that Toronto’s diversity makes it uniquely positioned to host the world, with 51 per cent of Torontonians born outside Canada, a statistic that not only impressed FIFA officials, but anchored Toronto’s case to host. Toronto’s diversity wasn’t a marketing angle, it was the city’s competitive advantage.
Tory also reminded the audience that the impact extends far beyond the six matches scheduled in Toronto:
“The opening match will likely be the most-watched broadcast ever originating from Canada.”
Tory closed with a challenge and a promise: “Toronto must seize this moment to showcase its diversity, creativity, and city-building spirit. The World Cup will leave a legacy of infrastructure, tourism, investment and inspiration, and when the world tunes in, people will see a city worth celebrating.” His remarks created a powerful foundation for the deep-dive panel discussion that followed.
Panel 1: The Game Plan — Turning Canada’s Diversity Into Brand Advantage
Moderator Sharifa Khan, founder and president of Balmoral Multicultural Marketing, and a member of Canada’s Marketing Hall of Legends, opened the evening’s first panel entitled “The Game Plan.” She emphasized that with the arrival of FIFA 2026, multicultural marketing is having a defining moment.
“FIFA 2026 isn’t just a global sporting event, it’s a celebration of the cultures, identities, and stories that make Toronto, Vancouver and Canada distinct,” Khan said. “Brands sponsoring the tournament, or wanting to tap the excitement, are preparing to connect with not only local and international fans, but with the many diverse communities that make up our country’s cultural mosaic.”
She then welcomed an all-star panel of industry leaders shaping the Canadian World Cup experience: Sandra Gage, executive director of commercial operations for FIFA World Cup 2026 Canada; Sharon Bollenbach, executive director of the FIFA World Cup 2026 Toronto secretariat at the City of Toronto; Soula Kioussis, chief commercial officer at Coca-Cola Canada Bottling; and Bob Richardson, veteran bid strategist and former Canada Soccer board member.
Canada’s Tournament at a Glance
Sandra Gage provided a comprehensive snapshot of the historic scale of FIFA World Cup 2026.
“It will be the largest FIFA men’s World Cup in the history of the tournament,” she said.
Gage then highlighted that the championship will feature 48 teams competing in 104 matches across North America. Canada will host 13 of those matches, with Toronto hosting six, including the prestigious opening match, and Vancouver hosting seven. She underscored the magnitude of this moment: billions will watch, and Canada’s role in the global spotlight will be significant.
She also pointed out that “with government engagement there is close to $1 billion being invested in this tournament to make it happen across the country.”
Gage emphasized the strength of Canada’s brand as a host-country destination, noting that among the three host nations, Canada holds the highest fan interest and hospitality appeal, with 68 per cent of international fans ranking it as their preferred place to visit during the tournament. This strong favourability gives Canada a remarkable competitive advantage as it prepares to welcome the world.
The World in a City: Toronto’s Multicultural Vision for Hosting
Sharon Bollenbach spoke about how Toronto is positioning itself for the tournament. She described how the city is designing an experience that reflects Toronto’s rich multicultural landscape.
“Our theme is ‘the world in a city’, and we’re weaving that into everything, from neighborhood celebrations to Fan Fest programming,” Bollenbach said.
Bollenbach also highlighted the unique advantage of Toronto’s downtown stadium and its proximity to the city’s main attractions, a rare asset among global host cities.
She shared details about Toronto’s newly launched community activation toolkit, which enables businesses, business improvement areas (BIAs), cultural groups, schools, and grassroots organizations to lead their own celebrations while respecting brand guidelines. The goal is clear: every neighbourhood should feel part of the World Cup.
Whether through multilingual storytelling, community activations, neighborhood festivals, or culturally relevant campaigns, brands have a rare chance to speak directly to the cultures that shape Canada.
Fan Fest: The Heartbeat of the Celebration
One of Toronto’s most anticipated attractions will be the official FIFA Fan Festival at Fort York and the Bentway — a central, iconic, and highly accessible location.
The festival will feature large-scale match broadcasts, culturally diverse programming, food and entertainment reflecting Toronto’s global communities, free public access, and family-friendly experiences. It will bring together locals and visitors in what is expected to become the emotional epicenter of the tournament.
Coca-Cola’s Soula Kioussis shared that the brand, which is a tier-one FIFA sponsor, will have a major presence at Fan Fest, bringing signature experiential activations, fan-first engagement, and special edition products. She also previewed the highly anticipated FIFA Trophy Tour, supported by Coca-Cola, which will visit communities across Canada, up to 40 stops, giving fans a rare opportunity to experience the most iconic trophy in global sport up close.
With stadium capacity limited and more than 4.5 million fans entering the first FIFA World Cup 2026 ticket draw, most Canadians will not see a match in person. This makes Fan Fest and other public viewing spaces essential hubs for national excitement.
For brands, this presents a significant opportunity. Fan Fest gives marketers a chance to connect with fans at scale, across diverse communities, and in moments of high emotion.
“Fans go through 21 different emotions during a match. Being part of that emotional journey builds a connection you can’t replicate,” Kioussis noted.
Brand Opportunities — Beyond Tier One Sponsors
Both Gage and Bollenbach emphasized that while official FIFA sponsorship categories are heavily regulated, there are still numerous opportunities for Canadian and local brands to participate. Toronto’s Host City Supporter program offers formal partnership opportunities, while hospitality donor arrangements provide another meaningful avenue of involvement.
The City of Toronto’s procurement process further opens the door for local suppliers to contribute directly to tournament operations.
Beyond these official pathways, brands can activate in their own neighbourhoods, collaborate with grassroots organizations, or participate in experiential engagements at Fan Fest, all of which allow them to be part of the celebration while aligning with FIFA’s and the city’s brand guidelines.
“Fan Fest will be where the world gathers, and where Toronto’s diversity truly shines.” Bollenbach said.
A Legacy That Goes Beyond the Final Whistle
Legacy was a major theme of the evening, with Gage and Bollenbach highlighting how Toronto and Canada are approaching legacy-building intentionally through projects focused on sport participation, infrastructure, equity, environmental impact, and economic development. A flagship example is the plan to build twelve mini-pitches across Toronto neighbourhoods, supported by long-term programming to ensure sustained community benefit. The Champions Table — a group of civic leaders led by John Tory, Larry Tanenbaum, and others, is actively fundraising to bring this vision to life.
“The sports economy is 0.5 per cent of our GDP…it’s a huge area for growth and expansion,” Bob Richardson added.
Richardson then provided broader context, noting that Toronto’s track record with major global events including the Pan American Games, shows how these moments can boost civic confidence, strengthen the sports economy, and reinforce the city’s status as an international destination for culture, business, and investment. But he emphasized that the true legacy will be measured in inspiration: more kids playing soccer, more coaching capacity, more grassroots participation, and a renewed sense of what Toronto can achieve when it acts boldly.
For marketers, these legacy plans signal a long runway of opportunity. The investments in community infrastructure, youth programming, and city-building create meaningful platforms for brands to participate in stories that extend far beyond the six matches in Toronto. As neighbourhoods activate around the World Cup and civic pride grows, marketers have a chance to build authentic, purpose-driven connections — aligning with equity, community impact, youth engagement, and national identity. FIFA 2026 isn’t just a moment; it’s a multi-year ecosystem where brands can contribute, engage, and leave a lasting imprint alongside the city’s evolving story.Looking Ahead: Toronto’s Moment Is Now
As the first panel wrapped, one message was already clear: the world’s biggest sporting event is arriving, and Toronto is ready — not just to host, but to lead.
The insights shared by John Tory and the panelists highlighted how brands, cities, and communities can turn the World Cup into more than a tournament — into a defining chapter of Toronto’s global identity.
AMA Toronto extends its gratitude to Marketing Legend Sharifa Khan and Balmoral Multicultural Marketing for making “Beyond the Pitch” possible. Khan provided inspiration for the event and collaborated on the ideation for the program, while Balmoral served as the presenting sponsor. We also thank Google Canada, our title sponsor, along with our event partners — the Globe Media Group, Stonehenge Digital Studios, and Cvent — for their ongoing support and enthusiasm.
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About AMA Toronto
AMA Toronto is a community of volunteer marketers that has been empowering leadership and business growth in Canada for nearly 80 years. The AMA, with more than 30,000 members and 70 chapters across North America, is the largest not-for-profit marketing association in the world, serving organizations and individuals who practice, teach and study marketing.
About the author
Fatemeh Asgari Azad is a communications and public relations professional with nine years of experience across tech, transportation, travel, and media. She currently works with the United Way of Greater Toronto, and also serves as a media and public relations manager with AMA Toronto. Fatemeh holds a master’s degree in Media Management and a certificate in Digital Marketing, and is passionate about purpose-driven communications and community-focused initiatives.
About the photographer
Duo Ma is the director of volunteer onboarding and a photographer for AMA Toronto. Outside of AMA, she works as a Marketing and Trade Show Coordinator at Top Grade Molds. She has a master’s in marketing from Schulich School of Business. Her passion for photography has been a lifelong pursuit, stemming from her early years, and she takes joy in capturing cherished moments through her lens.