Kevin Blue ushers in new era of leadership at Canada Soccer

Former Stanford, University of California-Davis, and Golf Canada executive appointed as new General Secretary and CEO

Canada Soccer announced today that Kevin Blue has been named its new General Secretary and CEO, bringing with him a range of successful experience in commercial, sport, and chief executive roles.

Blue joins Canada Soccer after serving as Golf Canada’s Chief Sport Officer since 2021, where he oversaw a range of functions for the NSO and helped to drive over $20M in new financial support for the national teams and grass roots programming.

Previously, Blue was a leading college sports executive in the United States, where he held the role of Athletics Director at the University of California, Davis. Blue was the youngest AD in Division I at the time of his hire – age 33 – and led a successful cultural and financial turnaround of the Division I school over the next five years. UC Davis experienced record fundraising and revenue-generating totals along with best-ever competitive performances in several sports. Blue’s tenure was highlighted by the fundraising and construction of a new $52M sports performance and medical center.

Kevin also emerged as a widely read national thought leader on issues related to the financial structure of US college sports. His essay “Rising Expenses in College Sports and the Non-Profit Paradox” appeared as expert testimony in a US Senate hearing about college sports finance.

Prior to UC Davis, Kevin worked in progressively senior commercial roles and eventually led the commercial functions of Stanford’s $120M athletics department. Revenue grew sharply during his seven years at Stanford and the Cardinal football team made three Rose Bowl appearances in a four year stretch. The Stanford soccer teams produced international stars such as Christen Press, Kelly O’Hara, and Jordan Morris.

“In Kevin, we have a transformational and results oriented leader on our team to help guide us towards a more positive future for soccer in Canada and to capture the incredible opportunities ahead.” said Charmaine Crooks, Canada Soccer President.

Blue holds a Ph.D. in Sport Psychology from Michigan State University and a B.A. in Psychology from Stanford University where he was captain of the golf team. Kevin was named one of Canada’s “Five to Watch” in sports business for 2023.

Kevin and his wife Betsy have four children – Jalen, Baron, Brooklyn, and Maya – and live in Mississauga, Ontario.

Blue will officially begin in his new role on March 14, 2024.

Read Kevin Blue’s Letter to Canada here.

Career Highlights:

  • Stanford University — oversaw the commercial areas of the NCAA’s most successful athletics department.
  • University of California, Davis — became the youngest Athletics Director in Division-I at the time of his hire. Drove a cultural and financial turnaround at the Division-I school and emerged as a national thought leader on college sports finance.
  • Golf Canada — served as the Chief Sport Officer where he made a significant impact programmatically while helping to drive over $20 million in new financial support for the national teams and grassroots programming.
  • Sports Executive Leadership — named one of Canada’s “Five to Watch” in 2023 and has authored several internationally-recognized white papers on the Business of Sports and Non-Profit Athletics.