Canada Soccer has announced a new national partnership with the Bank of Montreal just over 100 days before the FIFA World Cup arrives in Canada.
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The sponsorship names BMO the official and exclusive banking and financial services partner of Canada Soccer. The bank will also appear on the training kits worn by Canada’s national teams.
Kevin Blue is the chief executive officer of Canada Soccer. Blue says the partnership will support the country’s national programs.
“So today we were excited to announce that BMO will become the official and exclusive banking and financial services partner for Canada Soccer. And what that means is that they’re going to be providing support for women’s and men’s national teams.”
Blue says the attention surrounding the upcoming World Cup could also raise the profile of soccer across the country.
However, some local coaches say they have not yet seen direct support from BMO sponsorships in Atlantic Canada.
Jay McManaman is a soccer coach and the vice president of Riverview Soccer. McManaman says the sponsorship announcement was new to him.
“No, not that I heard from BMO. This would be the first time. But I know there’s all kinds of things going on around the World Cup this year. And yeah, there’s stuff in the community as well, so in Riverview and other areas in Moncton. But no, this is the first I’ve heard of it.”
McManaman says soccer participation has been growing steadily in the region.
“It’s been the fastest growing sport in the country for a long time. There’s more kids playing soccer than ever and than other any other sport in Canada. So we’ve seen growth in our area for sure.”
Smaller communities hope sponsorship reaches grassroots programs
Jeff LeBlanc is a soccer player and coach from Memramcook who has been involved in the sport for years. LeBlanc says smaller communities often have strong players but fewer opportunities to build teams or leagues.
“Yeah I know BMO has been around soccer for a long time. Heard there are a lot more in the Montreal aspects.”
LeBlanc says support reaching smaller clubs could help grow the game further.
“I think having them partner up locally, especially if they can around the Moncton area, is great. We all know about Riverview Soccer Association and Codiac Soccer but we don’t know as a talent outside those three clubs.”
“I think overall they have a lot of potential not only with the bigger clubs but the smaller clubs. The smaller clubs has talent, it’s just finding that possibility of playing.”
World Cup expected to boost interest in soccer
Canada will host 13 matches during the 2026 FIFA World Cup, with games taking place in Toronto and Vancouver. The rest of the tournament will be played in cities across the United States and Mexico.
The tournament runs from June 11 to July 19, 2026 and will feature 48 national teams in the largest World Cup ever held.
Local coaches say the excitement surrounding the tournament could help bring even more young players into the sport across Atlantic Canada.
Clinton Davis is a community journalist and audio producer covering the people, events, and ideas shaping the Tantramar region.
