Canada Soccer Foundation, in partnership with Infinity &, announced today the official launch of its Iconic XI Ambassador program, featuring a powerful lineup of Canadian icons joining a movement that celebrates excellence and unity in Canadian soccer, and harnessing our collective passion to build a bright future for our sport. This nationwide cultural initiative is designed to unite Canadians behind Canada Soccer’s Men’s National Team as they prepare for FIFA World Cup 26™. The first names to be added to the Iconic XI roster are Sidney Crosby, Simu Liu and Shawn Mendes.
The Iconic XI is a curated group of 11 of Canada’s most respected and influential cultural leaders at the intersection of entertainment, sport, fashion, music, media, and the arts. More than a campaign, it’s a national movement and a moment for Canada to shine in front of the entire world. Members of the Iconic XI will stand shoulder-to-shoulder with our players to champion their stories and help rally the country behind them.
“The Iconic XI represents the best of who we are as a country today – creative, diverse, and united. As our players prepare for the world’s biggest stage, these cultural leaders will help amplify the pride and passion that continue to define Canadian soccer. Together, we’re showing the world what it means when Canada stands as one.”
- Kevin Blue, CEO and General Secretary at Canada Soccer
The first three members of the Iconic XI are:
- Sidney Crosby – widely regarded as one of hockey’s all-time greats, Crosby has captained the Pittsburgh Penguins since 2007 and led them to three Stanley Cup championships. He also won multiple Hart and Art Ross trophies and claimed Olympic gold with Team Canada in 2010 and 2014.
- Simu Liu – actor, writer, and producer who rose to international prominence with his starring role in Marvel’s Shang-Chi and the Legend of the Ten Rings. He has since become one of Canada’s most recognizable global talents, earning a spot on the TIME 100 list for his influence across film, television, and culture.
- Shawn Mendes – representing Canada as a Global superstar, the singer and songwriter has earned three GRAMMY nominations and six Juno Awards. He has released 5 critically acclaimed studio albums, and most recently wrapped his 2025 tour, On The Road Again. Shawn has amassed over 62 billion global song streams, 20 billion video views, and has had 11 tracks with over 1 billion streams over the course of his chart-topping career.
“I’m excited to partner with Canada Soccer as they launch their Iconic XI ambassador program ahead of the FIFA World Cup. It’s always an honor to represent Canada on the national stage, and I’m happy to support my fellow Canadian athletes. I’ll be cheering for them along the way.”
- Sidney Crosby
As ambassadors, Crosby, Liu, and Mendes will leverage their platforms to amplify the stories of Canada Soccer’s Men’s National Team — whether through social media platforms, public appearances, or creative collaborations. The aim is to inspire the nation and bring their unique voice and influence to unite Canadians in support of our team during the world’s largest sporting event.
“As the World Cup takes center stage, Canada stands ready for its defining moment. These icons will bridge the worlds of sport and culture, translating the pride of the players and the passion of the fans into a global statement of what it means to be Canadian.
– Jerry Deifer, Partner at Infinity &
Canada Soccer will announce the rest of the Iconic XI roster over the coming months.
About Canada Soccer Foundation
The Canada Soccer Foundation is a fiduciary body that is legally separate and distinct from Canada Soccer and incorporated under the Societies Act of British Columbia. The primary purpose of the Foundation is to support the efforts of Canada Soccer in promoting the growth and development of soccer in Canada. The purpose, timing and donations expended annually to Canada Soccer, from the Foundation, is at the discretion of the Board of the Foundation.
The Canada Soccer Foundation is dedicated to growing the game and creating opportunities for all Canadians to experience the power of soccer. From supporting our national teams on the world stage to breaking down barriers at the grassroots level, we invest in areas that inspire, develop, and unite communities across the country. Together with our partners and supporters, we are building a stronger future for soccer in Canada – one player, one coach, and one fan at a time.
About Infinity &
Based in Toronto and operating worldwide, Infinity is a full-service music and entertainment company specializing in project management, record label, talent management, and strategic partnerships. Infinity works with artists, brands, and organizations to bring creative visions to life and drive impactful results across the global entertainment landscape.
