Our Time is Now: Raising $25M for Canadian Soccer

Dear Canada Soccer Community,  

In recent months, we’ve emphasized that philanthropy will play an increasingly important role in Canada Soccer’s future, helping us diversify revenue and unlock new investments in the game. 

To that end, we’re pleased to launch Canada Rising, a Canada Soccer Foundation campaign with a goal of raising $25 million before the end of 2027 to help fuel the growth of Canadian soccer. We’re excited to share that we’ve already secured over $11 million in gifts and commitments from generous Canadians who share in our vision of creating a unified and aspirational foundation for soccer in our country. These investments are directed to the national team system, coaching excellence, and youth-facing programming to help increase access to soccer. 

Philanthropy in sport isn’t new. In the U.S., universities have long been supported by donors to help fund scholarships, facilities, and athletics programs. Here in Canada, organizations like the Canadian Olympic Foundation have shown how powerful philanthropy can be. For us at Canada Soccer, it’s becoming a crucial part of how we support our sport – especially at a time when traditional revenue streams like government funding aren’t necessarily increasing at the same pace as the investments needed to keep up with the rapid growth of our game.  

Philanthropic support in sport typically takes two main forms: annual giving and major gifts. 

• Annual giving means many people contributing smaller amounts on a regular basis. For us, that’s happening through CanadaRED. Since we launched the new CanadaRED tiers on July 29, over 77,000 new members have joined and have contributed over $1.5M. Their contributions are being reinvested directly into soccer priorities.  
• Major gifts are significant donations made by individuals, families, or corporations who want to create lasting impact. Many generous donors have already made multi-year commitments, reflecting their confidence in our vision. These contributions are directed through the Canada Soccer Foundation, a separately incorporated charitable foundation governed by its own Board of Directors, who bring expertise, networks, and a deep passion for soccer. 

This structure – Canada Soccer with its own board, and the Canada Soccer Foundation with a separate charitable board – mirrors best practices seen in the US and Canada. It provides additional oversight for donor funds and enables more people with different skills and connections to be involved in supporting soccer. 

We’re proud to be taking a leadership role among National Sport Organizations by making philanthropy a core part of how Canada Soccer is funded, alongside commercial activity, home matches and major events, international governing body grants, government support, membership, and other partnerships. 

How You Can Help 

Through Canada Rising, our aim is to set Canada Soccer up for long-term sustainable financial strength. If you want to support and join the movement: 

• Join CanadaRED to stand behind our National Teams and help us build momentum. 
• Or, if you’re able to make a bigger impact, explore opportunities with the Canada Soccer Foundation. 

Together, we can make sure soccer in Canada has the resources it needs to thrive, not just today but for years to come. 

Thanks for your ongoing support. Let’s make sure the future of soccer in Canada is filled with passion, pride, and possibility. 

Kevin Blue 

CEO & General Secretary 

Samantha Rogers 

VP, Philanthropy