When the 2026 FIFA World Cup kicks off, it will bring unheralded attention to the game in North America. But for those involved, the hope is that the event can be far more than just a blip on the sports calendar.
Although organizers may be focused on making sure the tournament goes off without issue, the onus is on the host federations to ensure the World Cup can be the injection of energy needed to transform the game.
For Kevin Blue, who took over as CEO of Canada Soccer in 2024 after a tenure with Stanford University and the University of California-Davis, setting up that post-World Cup legacy is paramount.
“In a worst-case scenario, the event comes and goes, people tune in for a little bit, high-five each other, and then go about their business, but this is a responsibility we take seriously,” Blue said in a recent interview. “I was fortunate to be a part of three Rose Bowls during my time at Stanford and have familiarity with the dynamics of these types of things.”
“The World Cup is different from the Rose Bowl, obviously, but it’s the same environment in which you’ve got a landmark opportunity for your organization…and then a responsibility to translate that into something sustainable.”
