Walmart buys into Canada Soccer ahead of 2026 kick-off

March 6 – With the countdown to the 2026 World Cup now measured in weeks, Canada Soccer has teamed up with retail giant Walmart Canada in a nationwide collaboration designed to bring Canadians closer to the game.

Announced yesterday, the agreement will see Walmart Canada integrate across Canada Soccer properties and the Canadian Premier League, with a particular focus on grassroots participation, fan engagement and matchday experiences as the country prepares to co-host the tournament in just three months’ time.

Front and centre of the collaboration is Jonathan David, who has been named as Walmart Canada’s official ambassador. The Canada international forward – now playing for Juventus following a switch last summer from LOSC Lille – will help promote the partnership through community initiatives and national campaigns.

Walmart Canada said David’s journey from grassroots football to the global stage encapsulates the spirit of the collaboration, highlighting what can be achieved when young players are given access, opportunity and the backing of their communities.

The retailer will also take on a prominent matchday role as sponsor of Canada Soccer’s Ball Kids programme for men’s and women’s national team home fixtures.

Beyond the stadium, Walmart Canada will serve as an official partner of Canada Soccer’s Grassroots Soccer Fests, activating at 100 youth club celebration days across the country. The initiative aims to strengthen community participation and maintain the surge of interest in football sweeping the country ahead of the 2026 World Cup, which Canada will co-host with the United States and Mexico.

Additional activations will span national team fixtures and CPL matches through in-stadium promotions, broadcast integrations and fan experiences, alongside ticket access, merchandise offers and community events tied to key moments in the Canadian football calendar.

Andrew Go, Vice President of eCommerce and Marketing at Walmart Canada, said: “From aspiring athletes picking up their first cleats, to parents stocking up on game-day snacks, to fans gearing up with match-day essentials, soccer is helping to bring Canadians together like never before. Through this sponsorship of Canada Soccer and the Canadian Premier League, we’re making it easy and fun to connect through the sport.”

For Canada Soccer CEO and General Secretary Kevin Blue, the agreement arrives at a crucial moment. “Soccer in Canada is at an inflection point,” he said. “To seize this moment, we need partners prepared to invest in the long-term growth of the game from grassroots participation to our national teams.”
Contact the writer of this story, Harry Ewing, at moc.l1772806533labto1772806533ofdlr1772806533owedi1772806533sni@g1772806533niwe.1772806533yrrah1772806533.