As Canada hosts matches for the World Cup, the event is seen as a significant opportunity for the sport’s development within the country. The atmosphere in cities like Toronto has been vibrant, with fans from various nations gathering. This marks Canada’s first time as a host nation for the tournament, contrasting with the United States‘ second and Mexico‘s third hosting experiences. The potential benefits for Canadian soccer are considered substantial.
Tosaint Ricketts, a former Canada forward now with the Vancouver Whitecaps, described the World Cup as a “coming out party” for Canadian soccer, emphasizing the massive stakes involved. The Canadian Soccer Association is working to overcome past challenges, and the men’s national team’s return to the World Cup in 2022, after an absence since 1986, has generated momentum. The women’s team has also achieved success, securing three consecutive Olympic medals between 2012 and 2020, including a gold medal at the last of those tournaments.
Ricketts noted that while soccer may not be the most popular sport in Canada, it has over a million participants nationwide. The goal is to attract corporate investment and improve infrastructure to support these participants. The World Cup is expected to help make this progress sustainable by drawing in sponsors who might continue their involvement beyond the tournament.
Hosting impact and legacy
James Johnson, commissioner of the Canadian Premier League, highlighted that the biggest opportunity extends beyond the five weeks of hosting and participating in the tournament. He believes the legacy left behind can be transformative for soccer in Canada. The aim is to commercialize the sport, generate revenue, and secure partners to increase marketing for the Canadian Premier League, enhance playing time, and develop club infrastructures to produce better players.
The performance of the national team is also seen as crucial for the sport’s legacy. Johnson stated that the longer the host nation remains in the tournament, the deeper the connection new fans will develop with soccer. Ricketts echoed this sentiment, suggesting that the history created by this World Cup will inspire future generations of players and fans.
The tournament is viewed as a runway for leagues like the Canadian Premier League and the Northern Super League to capitalize on the excitement. The challenge lies in connecting the buzz generated by international matches with the experience of local professional teams. Johnson drew a parallel to how Major League Soccer emerged as a legacy story from the 1994 World Cup in the United States.
Vancouver’s hosting experience
In Vancouver, the Host Committee’s Jessie Adcock expressed satisfaction with the city’s role in hosting seven World Cup games at BC Place Stadium. The city experienced an electric atmosphere, with thousands attending a free fan festival at Hastings Park. Adcock highlighted the participation of fans in marches leading to the stadium for the two Team Canada games, as well as the enthusiasm of Mexico fans at the festival gates.
A notable moment included Egyptian superstar Mo Salah celebrating with fans downtown after a win. Salah later received a drum from Musqueam Indian Band Chief Wayne Sparrow. Despite the large crowds and celebrations, the city’s 311 phone line received a low number of noise complaints related to BC Place Stadium and the fan festival between June 11 and 23.
The city’s bylaw enforcement team incorporated “FIFA brand protection” into their duties, engaging with businesses and individuals regarding compliance. An education-first approach was adopted, with no fines or penalties issued to date. Prior to the tournament, Vancouver released a human rights action plan addressing concerns about vulnerable populations. As of Friday, no human rights violation incidents related to vulnerable people had been reported to the city.
Adcock noted that the planning involved modelling various scenarios, from low attendance to full capacity, and having plans to scale operations accordingly. Daily check-ins with partner agencies allowed for adjustments, such as accommodating larger marches for Team Canada supporters. The fan festival has seen fluctuating attendance, with some days reaching 40,000 visitors, particularly when Team Canada played. The mix of cultures and communities has been a highlight of the experience.
The sale of amphitheatre seats for the fan festival has been robust, though not every day has sold out. The primary goal of the festival was to provide a free, inclusive, and family-friendly atmosphere, rather than maximizing ticket sales for the limited amphitheatre seating. Adcock confirmed that expenditures have aligned with the budget, with most costs being incurred as planned and expected.
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Source: theguardian.com
