AI disclosure statement: No Ai tools were used in the creation of this article
Listen to the whole story here:
For several weeks this summer, soccer was difficult to escape as Canadian flags and jerseys filled the streets as the men’s national team made history at the 2026 FIFA World Cup. Nearly three months later, the team returned to BMO Field for its first home match since the tournament, hosting Chile on Sept. 26.
For some Toronto soccer fans, the match represents more than a chance to see the national team again. It is an early test of whether the excitement surrounding Canada’s World Cup run can translate into lasting interest.
“I went to the Croatia versus Portugal game and it was a once in a lifetime experience, but as a Canadian and seeing what Canada did in the World Cup, I had to see them play. They made us very proud,” said George Ghiugan, a fan who attended the match.
Canada’s World Cup campaign gave Canadians plenty to celebrate. The team recorded its first World Cup win, advanced to the knockout stage for the first time and earned its first knockout-round victory before its tournament ended in the round of 16.
Toronto was also at the centre of the World Cup experience. The city hosted six matches and approximately 250,000 fans at Toronto Stadium, while more than 350,000 attended the FIFA Fan Festival over 23 days, according to the City of Toronto.
“The Fan Fest was incredible, I loved seeing nations come together as one, you don’t see that often but that’s the beauty of soccer, it’s the world’s game,” said Canada fan Jacob Krzywicki.
The scale of that attention has raised a question for the sport: what happens after the tournament is over?
“If more fans are demonstrating these types of positive behaviors over a period of time, then loyalty begins to form, leading to growth in the fan base. If fans are not performing these various behaviours, then you could argue that the interest in soccer is only being driven by tentpole events and is not being sustained over a period of time.” said Vijay Setlur, a sport marketing and business instructor at York University’s Schulich School of Business.
A Research Co. survey from July found that 21 per cent of Canadians described themselves as soccer fans who truly enjoy watching the game, up six percentage points from a similar survey during the 2022 World Cup. It also found that 35 per cent were more interested in Canada’s national team than before the 2026 World Cup.
While the numbers point to increased interest, converting that interest into regular engagement can be more difficult.
Canada Soccer has said the World Cup alone is not enough to create lasting growth, writing in a July community update that the sport needs continued investment, planning and collective action.
“While this World Cup was historic, our focus at Canada Soccer is to help ensure that soccer in Canada becomes even stronger after it.”
In a July community update, President and Board Chair Peter Augruso and CEO Kevin Blue wrote that lasting growth requires investment, planning and collective action.
“The World Cup reminded us of the power of sport, and particularly how soccer can be a catalyst for nation building… This sense of nation-building must not disappear with the final whistle.”
Canada Soccer has branded its September and October matches as “The Homecoming,” with Canada hosting Chile in Toronto before travelling to Montréal to face Peru.
But some supporters believe maintaining that momentum also means bringing the national team to more parts of the country.
“It’s important for the men’s national team to play in Toronto because it is the headquarters of major media companies that cover soccer. However, it is more important that Canada Soccer host men’s national team matches in various cities across the country to maintain a strong connection between fans, especially the new fans that have come into the fold, and the national team,” said Setlur
Toronto already has a soccer culture outside of the national team, including Toronto FC, AFC Toronto, local clubs and youth programs. The city also invested in soccer during the World Cup, including new community mini-pitches.
Whether new and returning fans stay connected could depend on whether those teams and facilities give them reasons to keep watching, attending and participating.
“I would look at a few factors or metrics tied to specific fan engagement behaviours, such as attendance for home national team matches, broadcast viewership for Canadian men’s national team matches, subscription growth for the OneSoccer streaming service, sales of Canada Soccer branded merchandise and apparel, Continued attendance, viewership and support for the team across future tournaments would be a better indication,” said Setlur.
The Chile match offered an early glimpse at the post-World Cup environment in Toronto.
“It was loud in there, for an international friendly, it still had that World Cup energy to it, I think that energy will remain from now on,” said Ghiugan.
For fans who filled BMO Field on Sept. 26, the match, that ended 1-0 for Canada, was an opportunity to celebrate a team that gave the country a summer to remember. But for Canadian soccer, The months and years that follow will show how many continue watching.
Reporter, OTR, F2026.
