FIFA World Cup 2026 will kick off in June of next year.

While the country prepares to co-host the FIFA World Cup 2026, Canada Soccer has appointed Zerotillian as its agency of record following a competitive RFP with agencies across Canada, the UK, and the US.

The partnership aims to amplify Canada Soccer’s global presence, and integrate it into conversations about culture by executing integrated public relations and creative strategies for a wider audience. With offices in Toronto, Amsterdam, and New York, and a reputation for globally resonant campaigns, Zerotrilian is well positioned for this level of amplification.

'Soccer has the power to shape culture, and Canada Soccer is poised to make an indelible mark on the world stage,' said Aubrey Podolsky, partner and president of Zerotrillion Toronto.

While Canada’s senior men and women’s squads have enjoyed a strong few years in top international tournaments, Canada Soccer has suffered some high profile losses including financial challenges and debt, while the women’s team was accused of cheating using drones at the Paris Olympics last summer.

As part of the mandate, Zerotrillion will work alongside Canada Soccer's Communications & Content Team, to secure global media coverage, form cultural collaborations, host event activations, and highlight internal narratives that showcase Canada Soccer’s influence beyond the sport itself including through music, fashion, and entertainment.

'As we get ready to welcome the world, we needed to level up and finding a partner to help share our organization and player stories beyond just the pitch was crucial,' said Paulo Senra, chief communications & content officer at Canada Soccer.

The 23rd edition of the FIFA World Cup in 2026, taking place June 11 through July 19, 2026, will be the first to be co-hosted by Canada, Mexico, and the United States.