‘It’s Going to be Lit’—How a Former NCAA Director is Transforming Canada Soccer As World Cup Nears

Canada Soccer CEO Kevin Blue spills on tickets, kits, and Canada Soccer’s plans to use the World Cup to power the growth of soccer.

Ben Steiner | 0 Minutes Ago

When the 2026 FIFA World Cup kicks off, it promises to bring unprecedented attention to soccer across North America. But for those deeply invested in the sport, the hope is that this monumental event will be far more than just a fleeting moment on the sports calendar. While organizers meticulously plan for a seamless tournament, the onus is on the host federations to harness the World Cup’s energy and transform the game for generations to come.

For Kevin Blue, who assumed the role of CEO of Canada Soccer in 2024 after distinguished tenures at Stanford University and the University of California-Davis, establishing a lasting 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 emphasized 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.”

Ticket Lotteries and Using the World Cup as a Catalyst

For Canada Soccer, capitalizing on the World Cup presents an even greater imperative. Unlike its counterparts in the USSF and Mexican federation, Canada Soccer has historically grappled with funding challenges. This has limited its ability to host as many national team and youth camps, play home friendlies, and address other crucial developmental needs.

Blue, however, was brought in to rectify these issues. In recent months, he has spearheaded strategies to inject more revenue into the sport, leveraging the World Cup as a catalyst within a comprehensive four-step plan. This plan focuses on national team performance, grassroots opportunities, the business structure of the game, and a lasting legacy.

“We want to make sure that the team is in a position to be successful, to compete and inspire millions of Canadians, and then there are side effects of that,” Blue explained. “A long run in the World Cup will create viewership and demand for soccer going forward in all forms, so it makes a better commercial marketplace if we do perform.”

Among the initiatives is a revamped CanadaRed program, offering fans a priority lottery system for Canada Soccer’s allocated eight percent of World Cup tickets to men’s national team games. Additionally, the new Club+ program aims to equip grassroots teams to manage the anticipated surge in soccer registrations post-World Cup. Canadian fans can also register for FIFA’s main ticket draw, which opens on September 10th.

While the CanadaRed lottery system will feature four tiers, including a free option, other key stakeholders like The Voyageurs supporters group and Canadian Soccer Hall of Fame members will also be vying for a share of Canada’s limited ticket allotment.

“We would want everybody who wants to experience the World Cup to be able to experience it, and we don’t like the fact that, if people are priced out, there’s a negative experience,” Blue stated, clarifying that FIFA, not Canada Soccer, controls ticket pricing. “For people who are making contributions through CanadaRed, they should take comfort in the fact that that money is being directly reinvested into the sport.”

Canada’s Kit Partner Ready for World Cup This Time

When the Canadian men’s national team unexpectedly qualified for the 2022 World Cup, it was a moment of national jubilation. However, kit provider Nike was caught off guard, resulting in Canada being the only team to arrive at the tournament without a new kit.

This oversight sparked widespread frustration, culminating in star striker Jonathan David covering the Nike logo after scoring a goal in protest. The scarcity of official kits and merchandise further fueled fan discontent.

This time, however, things will be different. Blue confirmed, “I don’t know the cool thing to say, but [the kit] is going to be fire, or maybe lit.”

Other merchandise will also be more readily available, as retailers now have greater confidence in the national teams’ market appeal. This is all part of a larger vision, as Canada Soccer aims to transform the World Cup and the sport’s burgeoning popularity from a mere moment into a lasting movement for the future of soccer in the country.

“Things like compelling performances as we get into these high visibility opportunities drive the fan avidity and interest,” Blue added. “That has so many trickle-down effects in things like merchandise sales, which have these follow-on effects.”

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BEN STEINER

Ben Steiner is an American-Canadian journalist who brings in-depth experience, having covered the North American national teams, MLS, CPL, NWSL, NSL and Liga MX for prominent outlets, including MLSsoccer.com, CBC Sports, and OneSoccer.

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