Soft power and coordination
In the context that Canada is seeking to attract more foreign investment and tourism, while strengthening its international role as a medium-sized power - including tightening intercontinental relations with football-crazy Europe - the 2026 World Cup promises to bring unprecedented soft power values, even surpassing the Olympics.
Also because cities compete for the right to host the Olympics as an effective global PR exercise, hosting the World Cup shows the national brand amidst an exciting experience, shared globally. The image of Queen Elizabeth and Daniel Craig as James Bond "parachuting" to the London Olympics in 2012, or Celine Dion transforming into Edith Piaf from the Eiffel Tower in 2024 are examples.
In the context that the future of the Canada - US - Mexico Agreement (CUSMA) is still precarious due to the trade war initiated by US President Donald Trump and ongoing negotiations, the World Cup may be a practical lesson on the cooperation of the 3 countries.
Initially, each country in these 3 countries considered bidding to host the event themselves, but FIFA increasing the number from 32 to 48 teams created motivation for the 3 countries to submit a unified bid dossier allowing them to host the 2026 World Cup together.
Currently, CUSMA is facing a real threat in the context that Mr. Trump's second term is even more disruptive to global trade and geopolitical status than his first term. Meanwhile, a more real threat weighing on the World Cup is the Ebola epidemic, forcing the Canadian government to reduce travel and immigration from many countries in Central Africa, citing the World Cup as the main reason. According to Federal Health Minister Marjorie Michel, Canada is taking these steps as a way to "coordinate" with both Mexico and the US before the World Cup.
While North American economic and trade integration may be under attack, some coordination in public health across the continent seems to still exist, although it remains to be seen whether these efforts are effective, especially after initial incidents and criticisms. If the World Cup is successful, it will show that Canada, Mexico and the US can completely work together.
Increase reputation
More importantly for Canada, hosting 13 matches will attract great attention, thereby further enhancing its already very positive global image, which is becoming a source of growing soft power. Football is the most popular sport in the world and the most recent World Cup final - 2022 between Argentina and France - has been watched by 1.5 billion people worldwide, nearly 12 times more than the US Super Bowl.
Even if they do not advance, their presence at the World Cup and co-hosting also help Canada and football become more widely known than ever, affirming themselves as a choice...
