Article content

Major opportunity for tourism, restaurants, media, and brands

Article content

TORONTO, June 04, 2026 (GLOBE NEWSWIRE) — The biggest World Cup crowd in Canada will not be inside the stadium. It will be everywhere else. New Vividata data shows 17.5 million Canadian adults plan to watch or follow FIFA World Cup 2026, while 2.3 million aim to attend at least one live match. That points to a scarce-ticket event with a much larger audience gathering in homes, bars, restaurants, public viewing spaces and online.

Article content

Article content

Article content

“The World Cup audience in Canada will not be defined by who gets a ticket,” said Pat Pellegrini, President and CEO, Vividata. “It will be defined by the millions of Canadians watching, gathering, travelling, sharing, and celebrating around the tournament. That is the opportunity for media companies, marketers, tourism organizations and brands.”

Article content

Article content

The Audience Is Bigger Than Soccer Fans
Vividata findings show FIFA World Cup 2026 will reach well beyond traditional soccer fans. While 52 per cent of Canadian adults plan to watch or follow the tournament, many do not identify as FIFA fans, turning the World Cup into a broader consumer, media and cultural moment.

Article content

Among World Cup followers, 10.2 million plan to watch at home with family or friends, 3.9 million plan to watch in a bar, restaurant, or pub, and 3.8 million plan to watch at a viewing party hosted by family, friends, or neighbours.

Article content

For marketers and media owners, Vividata Spatial helps connect that audience demand to local behaviour, showing where different World Cup audiences are concentrated and how they can be reached through media, mobility, dining, shopping, travel, and cultural indicators.

Article content

Article content

Canada First, But Not Canada Only
While Canada is the clear favourite, tournament followers will also be cheering for the world. More than 9 million name Canada as their favourite team, while Argentina, Brazil, England, Portugal, France, Italy, Germany, and Spain also draw meaningful support. Among FIFA fans, Brazil, Argentina, and England lead after Canada.

Article content

Those loyalties are personal. Among FIFA fans, 28 per cent say they follow their favourite team because they grew up watching them, 24 per cent feel emotionally connected to the team and 17 per cent say the team represents their family’s heritage.

Article content

How Canadians Will Experience the Tournament
Among Canadians who intend to attend a live match, 65 per cent say they want to experience local culture when travelling, 65 per cent like trying authentic local food, 64 per cent enjoy road trips and 58 per cent say travel and accommodation discounts have a major impact on their travel plans. More than one-third say they love sharing vacation experiences on social media.

Article content

The tournament is sure to create activity across restaurants, retail, attractions, transportation, accommodations, social platforms, and local media. In the next 12 months, live-match intenders include 1.04 million people who plan to visit friends or relatives, 891,000 who plan to go shopping, 834,000 who plan to go sightseeing, 415,000 who plan to take in nightlife and 412,000 who plan to attend cultural events.