As the 2026 FIFA World Cup slowly approaches, fans and human rights groups alike are campaigning against matches hosted on US soil. Targeted immigration policies and discrimination against the LGBTQ+ community are some of the concerns raised by groups for the upcoming global event. For some, the policies of the Trump administration pose a significant security threat. With growing weariness and fear toward the US hosting duties for the 2026 FIFA World Cup, Canada is presented with an opportunity to advance its soft power, boost its economy, and strategically forward its defence spending by providing a safer and more welcoming alternative to spectators.
Excitement for the upcoming World Cup continues to grow, but attention on Canada remains lacking. As an auxiliary host, Canada has been overshadowed by the tournament’s primary host, the US. With a majority of the matches being hosted by the US, including all the final matches, little attention has been given to Canadian hosting duties. As a growing soccer country, Canada should make stronger strides to present itself as a safer, more reliable, and kinder place to visit for upcoming travelers.
There are many ways that Canada can accomplish this. These avenues include stronger online promotion, lobbying for match alternatives, and benefits for spectators staying and travelling within Canada. Targeted marketing campaigns for those travelling from Europe and South America, in particular, are needed to ensure that Canada is considered a safer alternative during travel planning. To make the country more desirable as a place to stay, Canada should consider offering benefits such as tourist passes for national parks, transit, and landmarks. Furthermore, building and promoting places for fans to gather and have fun outside of matches, similar to Vancouver’s strategy during the 2010 Winter Olympic Games, can further market Canada. BC’s premier has already suggested the city is ready and open to hosting more matches, a sentiment that should be pushed across the country to position Canada as a viable alternative to the US. By advancing soft power in this manner, Canada can capitalize on specific opportunities that the FIFA World Cup offers.
An example of one of these opportunities is the economic boom that comes with hosting the World Cup. As a global event, the FIFA World Cup attracts over one million travelers and five million remote spectators. In 2022, Qatar generated an estimated 1.5 billion USD from hosting. Since the World Cup, the country’s tourism rates have jumped, welcoming over five million tourists in 2024 compared to two million in 2019. Surrounding areas, including the United Arab Emirates, also experienced an economic boost. It is safe to say that the success of the 2022 World Cup boosted the reputation of Qatar and the surrounding areas and encouraged more tourism to an otherwise less-traveled region.
The economic benefit from the World Cup stems not only from its generated revenue, but also from the opportunity for Canada to strategically invest in its defence. Prime Minister Mark Carney recently committed to a 5% of GDP spending target for defence expenditure at the 2025 NATO Summit. This is a bold commitment – and one that can more likely be achieved by diversified and creative spending. The World Cup provides ample opportunity for Canada to take steps towards achieving this goal.
For example, Qatar spent an estimated 1 billion USD on security measures during the 2022 World Cup. Some of these measures include intelligence operations, risk assessments, and enhanced cybersecurity. To protect critical infrastructure and digital communication networks within the country, Qatar upgraded its digital systems using new encryption techniques, firewalls, and intrusion detection systems. Although a large investment, Qatar’s cybersecurity initiatives have and will continue to provide long-term security benefits, as the country is now equipped to protect against modern threats for large-scale events.
Canada can invest similarly, boosting its defence expenditure and meeting its new NATO target at the same time. NATO and the World Cup are not a new and unlikely connection. The Alliance previously provided security support to Qatar in 2022. Using this as a basis, Canada can invest in strong security initiatives for the World Cup, such as cybersecurity, while contributing to its spending target.
As the tournament is historically meant to bring unity and encourage camaraderie, Canada can become a haven for an otherwise uncertain world. If Canada can increase its defence expenditure, attract more tourists, and lobby for additional matches, the FIFA World Cup will provide an even bigger strategic advantage than initially imagined.
Photo: Person Holding Gold Trophy. June 2018. Fauzan Saari. Accessed via Unsplash, licensed under Unsplash License.
Disclaimer: Any views or opinions expressed in articles are solely those of the authors and do not necessarily represent the views of the NATO Association of Canada.
