As Canada gets ready to host the 2026 FIFA World Cup, there’s no denying that soccer has become one of the fastest-growing sports in the country.
Call it that Canuck soccer spirit — soccer is on the rise, creating countless opportunities to shift the future of the game. That’s why Volkswagen Canada is partnering with Canada Soccer as its Exclusive Automotive Sponsor, gearing up to promote the sport both on and off the field!
For Volkswagen Canada President Edgar Estrada, it’s a partnership that highlights the excellence of Canadian soccer. “It gives us the opportunity to represent the relevance that we have in Canada on the national level,” Estrada tells Curiocity.
Supporting Canadian soccer from the start
Building on the more than 70 years of heritage of Volkswagen in Canada, the brand has already been supporting the Canadian Premier League (CPL) since 2019.
It’s actually a real MVP partnership, as both Volkswagen Canada and Canada Soccer share many of the same values and commitments that bring Canadians together for shared moments of joy and connection.
“What we value as a company is linked to this sport — agility, creativity, precision. It represents something very special and we want to do something special together,” Estrada explains.
And that’s not just talk either! As a lifelong soccer fan and player, Estrada knows a thing or two about the game and counts his hometown Puebla FC among his favourite soccer clubs.
Shaping the conversation
So what can fans expect to see in the future from this partnership? Well, as we head into the 2026 FIFA World Cup, Volkswagen is looking to drive hype around soccer, bringing fans, players, and Canadians together over their shared passion for the game.
Volkswagen’s commitment to soccer extends beyond the pitch. Through the Volkswagen FC: Game Changers program, the brand has donated more than $70,000 across Canadian communities to make a positive impact on soccer at the grassroots level.
“We want to be part of this community,” Estrada said, adding Volkswagen has set goals to “make a step forward in the way that we communicate and interact with the fans, partners and leaders, and our own local environment.”
A new beginning for Canadian soccer
From supporting players to coaches and everything in between, Volkswagen Canada continues to push soccer growth and extend its impact to every level of the sport.
“We understand that soccer is a game that truly connects Canadians and we’re proud to play a bigger role in making sure that continues to happen,” Estrada said. “Soccer is the people’s sport and Volkswagen is the people’s car — it’s a perfect match!”
Check out all the details about Volkswagen’s exclusive partnership and get ready for more fun on and off the pitch.
