As Soccer captures the attention of many North Americans did it move the ‘goalpost’ on Canadians sports preferences?

July 20, 2026

The 2026 FIFA World Cup, hosted in Canada, the United States and Mexico, has placed soccer at the center of considerable public and media attention across North America. With Canada participating in the tournament after previous appearances in 1986 and 2022—and now competing as a host nation—this study examines whether the heightened visibility of the World Cup is beginning to modify Canadians’ sports preferences. To examine the possible impact, the Association for Canadian Studies commissioned Leger to ask Canadians what their favorite sports to watch are over the course of the year. The findings from the July 10-12 survey suggest that hockey remains firmly atop the country’s favorite sports hierarchy, but that soccer is establishing a firm ‘foothold’, particularly among younger Canadians and allophones, many of whom are immigrants or have close connections to countries where soccer has long been the dominant sport. As Canada’s population becomes increasingly diverse, its current and future sporting preferences will likely be shaped by demographic change, producing a broader and more varied sports landscape even as hockey retains its leading place.