Canada Soccer inks new deal with Meta

Canada Soccer has signed a new partnership with Meta which will see both work together to deliver original, social-first player POV content during the ongoing FIFA World Cup 2026. The partnership will see Canada Soccer have expanded presence across Meta channels including launching a new WhatsApp Channel and provide enhanced content on Threads. Both will also work on educational workshops and support opportunities for both the Canadian men’s and women’s teams aimed on content creation, platform best practices and audience engagement, as well as continued training and resources to help Canada Soccer players stay safe across Meta platforms.

Paulo Senra, Chief Communications and Content Officer at Canada Soccer, commented,

“Fans want more than just highlights, they want to experience the personalities, moments and stories that bring a team together. This collaboration with Meta will help us share the FIFA World Cup journey in a way that is immediate, personal and built for how fans consume content today.”

Timothee Deschamps, Soccer Partnerships Lead at Meta, added,

“This summer’s tournament coming to Canada is a once-in-a-generation moment, and we want to help fans experience it through the eyes of the players who are living it. With Oakley Meta glasses, we are enabling a new kind of storytelling: first-person, hands-free and authentically in the moment. Combined with real-time updates for fans on WhatsApp and community-driven conversation on Threads, this partnership gives Canadian supporters more ways to connect with their national team than ever before.”