Canada Soccer Foundation Announces Shawn Mendes as First Celebrity Music Ambassador

Some of Canada’s biggest tastemakers are gearing up to celebrate the World Cup.

Today (Nov. 12), the Canada Soccer Foundation announced the launch of its Iconic XI Ambassador program, in partnership with Infinity &.

The nationwide cultural initiative has taken shape in recent months, featuring a lineup of the country’s biggest stars joining a program that celebrates unity behind Canada Soccer’s Men’s National Team as they prepare for FIFA World Cup 26™.

Celebrating the Canadian team is a curated group of 11 homegrown leaders at the intersection of entertainment, sport, fashion, music, media and the arts. The first three names to be added to the Iconic XI roster are singer-songwriter Shawn Mendes, hockey player Sidney Crosby and actor Simu Liu.

As ambassadors, Crosby, Liu and Mendes will use their platforms to amplify the stories of Canada Soccer’s men’s national team, through social media platforms, public appearances or creative collaborations. The aim is to inspire the nation through their unique voice and influence — empowering Canadians to support the soccer team during one of the world’s largest sporting events.

“As our players prepare for the world’s biggest stage, these cultural leaders will help amplify the pride and passion that continue to define Canadian soccer,” says Kevin Blue, CEO and General Secretary at Canada Soccer.

Mendes is representing the country as a global superstar. Since breaking onto the scene a decade ago, Mendes has amassed two No. 1 tracks on the Billboard Canadian Hot 100: “Senorita,” featuring Camila Cabello, and “Monster,” featuring fellow Canadian Justin Bieber. On Canadian Albums, Mendes has notched four No. 1 records, including his debut project, 2015’s Handwritten, 2016’s Illuminate, 2018’s self-titled and 2020’s Wonder.

Most recently, the Grammy-nominated singer wrapped up his On The Road Again tour, which boasted multiple Canadian dates — including one at the newly-renamed RBC Amphitheatre back in October. Mendes is a consistent champion of Canadian culture, inviting Indigenous artist and singer Tia Wood on-stage to perform at his Vancouver show.

To announce his involvement with the Iconic XI initiative, Mendes re-shared the organization’s post, adding in a simple set of emojis — “ ♥️🇨🇦” — to his Instagram story.

Next year’s World Cup is shaping up to be a major event amongst Canadian musicians. Earlier this month, artists including Charlotte Cardin, The Tragically Hip and Alessia Cara were announced as music ambassadors for Canada Soccer’s Perfect Pitch program led by producer Boi-1da.

Through the newly-appointed ambassadors and their respective platforms, the philanthropic initiative will continue to support and promote efforts that empower youth, reaching audiences beyond the sports world.

Canada Soccer will announce the remaining eight members of the Iconic XI roster over the coming months.