For a sport that’s often fought for attention behind hockey, baseball and basketball in Canada, this year’s World Cup is giving soccer a boost that’s being felt across the country — including by players and their families here at home.
Julia Friesen is president of Niagara-on-the-Lake Soccer Club, which has hundreds of young players that compete against one another every spring and summer on different teams under the club’s helm.
She says since Canada’s run began in the 2026 FIFA tournament this June, the hype has been building — even moreso now that the men’s national team has two major wins under its belt.
“There has been a real sense of excitement throughout the club,” she said. “Our players, parents and coaches have been talking about the matches, and many families have shared that they were watching together at home or while travelling.”
The Canada men’s national team beat Qatar 6-0 on June 18, clinching its first-ever World Cup victory. The win helped Canada advance from the group stage, where it went on to beat South Africa 1-0 on Sunday in Los Angeles, becoming one of 16 teams left in the tournament.
Now, the team is preparing to face off against Morocco on July 4 in Houston, with the hopes of making it to the round of eight.
On the local level, participating in youth soccer has been building, even before the World Cup started: Friesen said the club grew to 372 players this year from 324.
The club expects registration for next season to open in February and plans to recruit more coaches in January.
Friesen said the club would welcome more families, though early registration is important — the club must know how many teams it can support. More players mean the club has to find enough coaches and volunteers before the season starts.
The club now has 15 board members and 50 coaches. Friesen said those volunteers form the core of the program.
“Volunteer coaches are the backbone of grassroots soccer, and as participation grows, so does the need for coaches and community members who want to get involved,” she said.
Canada’s World Cup run also arrives at a time when Niagara-on-the-Lake is set to receive new soccer-related investment. Airbnb announced this month it would spend $567,000 across four Ontario communities, part of the FIFA World Cup 2026 Impact Program.
In NOTL, the money is meant to help revitalize the community meeting space at Virgil Sports Park and add spectator infrastructure.
National success can change how young players see their future in the sport, Friesen said. The women’s national team — which boasts accomplishments such as coming fourth in the women’s FIFA World Cup in 2003 and winning in the 2020 Olympics — has built that belief for years, she said. The men’s team is now adding to it.
“Seeing Canada succeed on the international stage helps make those dreams feel more attainable,” she said.
Friesen said the point is wider than producing professional players. Soccer gives children a sport they can play for life, she said, and teaches teamwork, resilience, discipline and determination.
That message may matter most for girls, Friesen said.
“We know that girls drop out of sport at higher rates, so one of my goals since joining the board has been to create opportunities that help girls — and all young athletes — build confidence, stay active, and develop a lifelong love of the game.”
The club plans to seek new board members at its annual general meeting. More coaches will be recruited in January before registration opens in February.
