‘Whole other level of excitement’: Canada’s FIFA Sherpa celebrates soccer in Winnipeg amid World Cup success

CTV's Rachel Lagace speaks with Adam van Koeverden, Secretary of State for Sport Canada, about Canada's group stage performance at the 2026 FIFA World Cup.

The enthusiasm for soccer continues to grow across the country for people of all ages as the men’s FIFA World Cup progresses.

Canada’s Secretary of Sport and FIFA Sherpa and Olympic gold medallist Adam van Koeverden is currently in Winnipeg and said he has felt the excitement from the World Cup as one of the three host nations.

“A lot of our cities are really good at hosting international sporting events and Toronto and Vancouver are no stranger to that, having hosted the Pan Ams and the Olympics. So FIFA is bringing a whole other level of excitement to both cities but really across the country,” said van Koeverden, speaking with CTV News on Friday.

“Our job as the federal government is to make sure that FIFA impacts all communities in a positive way, both from a social perspective and economic perspective and visibility.”

He is currently in Winnipeg celebrating a number of local events happening around the city and using it as a chance to mix in soccer in the process.

“The federal government has provided funding for about 400 soccer-themed events across the country, many of which are here in Winnipeg on Canada Day, for St. Jean Baptiste and Multiculturalism Day and Indigenous Persons Day as well. So it’s just fun to incorporate soccer into all of these themed events and celebrations and, in some cases, days off work and highlight the importance that sport, physical activity and recreation play in all of our lives.”

The success that Canada has seen at the World Cup thus far, including the 6-0 win against Qatar, has really spurred a soccer movement across the country, van Koeverden said.

He noted there is more interest from kids wanting to play and be involved in the sport.

“We want every kid, child, family to be welcomed into those club environments, whether it’s just for a free drop-in session or they want to sign up to play,” he said. “We want there to be more opportunity too, not just in soccer or football…but for all sports.”

While the tournament has brought people closer to the game, van Koeverden said being a host country has also had an economical impact, noting the World Cup is expected to add $2 billion to Canada’s economy this year.

“It’s a huge economic boon. Great opportunity not just for hospitality sectors but also in the media sector, broadcasters, hotels, restaurants – everything has got a little bit of a boost at a time when, frankly, our economy could use it.”

Canada will return to the pitch on Sunday in the knockout stage as they will travel to LA to face South Africa.