Canada Soccer launched a unique campaign in Toronto’s Little Italy district, aiming to engage Italian-Canadian football fans. The initiative began with a post on the CSA’s X social media account, which stated: "Dear Italy football fans, don't wait another four years to experience the World Cup atmosphere. Exchange your jersey for a Canada national team jersey." This activity encouraged the vibrant Italian-Canadian community to embrace the host nation for the upcoming World Cup 2026.

In an official announcement, the CSA warmly invited the Italian-Canadian community to join the host team. On April 4, from 10 a.m. to 2 p.m., Canada Soccer representatives were present outside Cafe Diplomatico on College Street, Toronto. They offered fans the chance to swap their Italy jerseys for Canada jerseys, uniting in spirit towards World Cup 2026. The event was free, and fans were encouraged to bring their Italy jerseys to receive Canada gear. The message also included a line in Italian: "Questa volta e il Canada", meaning "This time, choose Canada."

The Canada Soccer Association's X social media post on April 4. *Screenshot*

Videos circulating on social media later showed hundreds of people queuing to participate. While initially advertised as a swap, the CSA did not actually collect Italy jerseys. Instead, they allowed fans to keep their national colors and freely distributed Canada jerseys and World Cup 2026 posters to all attendees.

This campaign follows Italy’s disappointing exit from World Cup qualification. Italy would have faced Canada in Group B had they won their play-off final against Bosnia & Herzegovina. However, Gennaro Gattuso's team lost in a penalty shootout, marking their third consecutive absence from the world's biggest football event.

Canada, led by coach Jesse Marsch, will face Bosnia, Qatar, and Switzerland in the group stage this summer. Canada hopes the country's large Italian-Canadian community will fill the stands in red rather than the traditional blue this summer, showing support for the host nation.

Italian-Canadians in Toronto queueing to exchange for Canada national team jerseys on April 4. *Video: Reddit*

According to the 2021 census, approximately 1.5 million Canadians have Italian heritage, either fully or partially. Nearly one-third of this population resides in Toronto and its surrounding areas. The city's BMO Field Stadium will host Canada's opening match against Bosnia on June 12.

The British newspaper The Guardian reported that ticket prices for this match soared last week. All remaining tickets were listed at $3,125 USD, with most resale market tickets at similar prices. The recent free jersey exchange program is likely the most economical way for local Italian-Canadian fans to immerse themselves in the World Cup atmosphere this summer.

Compiled by Ha Phuong