‘You are Canadian heroes’ – the forgotten hosts making World Cup history

Canada’s World Cup run has rewritten the script for football in North America. While Mexico and the USA absorbed most of the pre-tournament spotlight, Canada quietly assembled a campaign that has already secured its place in the country’s sporting consciousness. A knockout victory over South Africa on Sunday propelled the team into the last 16 for the first time and delivered a message loud enough to echo across every rink, arena and pitch where hockey once reigned supreme.

From forgotten hosts to football’s new frontier

The tournament began with Mexico opening the show and the USA set to close it. Canada, by contrast, was treated as the tournament’s overlooked co-host, expected to provide the backdrop rather than the drama. Yet within days, the red-and-white tide rolling into Toronto’s BMO Field for the opening match against Bosnia-Herzegovina revealed a nation discovering football in real time. Captain Alphonso Davies, no stranger to vast Champions League crowds, described the scene as “surreal,” adding that the sight of so many Canadians in football colours moved him to tears. The emotional charge was real; the long-term impact may be historic.

Coach Jesse Marsch, never shy with his rhetoric, told his players they had become “Canadian heroes” the moment the final whistle confirmed the victory over South Africa. His words were not mere hyperbole. Before this World Cup, Canada had played six World Cup matches and lost all six. A draw with Bosnia-Herzegovina in the opener ended that streak. A 6-0 thrashing of Qatar followed, sealing the nation’s first-ever World Cup win and passage into the knockout rounds. Even a narrow defeat by Switzerland could not erase the momentum; Canadian fans still travelled in large numbers to cheer their side abroad. The shift in perception is under way: football, not soccer, is increasingly the term Canadians reach for when describing the game they now embrace.

What changed—and what comes next

The roots of this transformation pre-date the tournament. Marsch arrived two years ago with a clear brief: make football matter in a country whose sporting identity has long centred on ice hockey. The results on the field have given his mission tangible weight. Before Canada, the national team had never won a World Cup match; now it has two in the same tournament. The knockout breakthrough alone rewrites the record books, but the cultural signal is even stronger. A fan quoted before the South Africa game captured it simply: “It is starting to become known as football now, not soccer.”

The infrastructure is also evolving. Ticket demand for Canada’s home games during qualifiers surged, and the domestic league, once a secondary concern, now benefits from elevated visibility. Broadcast numbers and youth-club registrations are climbing, a trend unlikely to reverse after a World Cup where the national team has become the sport’s most visible protagonist. The federation’s investment in academies and development pathways, accelerated under Marsch’s tenure, begins to look prescient rather than aspirational.

The tactical heartbeat behind the breakthrough

Canada’s rise is not merely emotional; it is built on a clear tactical foundation. Marsch has instilled a high-pressing, vertically direct style that exploits the speed and athleticism of his attacking unit. The 6-0 win over Qatar showcased the system in full flight: quick transitions, aggressive pressing triggers, and an insistence on playing through midfield to unlock defensive blocks. Even in defeat to Switzerland, Canada controlled moments and fashioned clear chances, a sign the approach is maturing. The side’s ability to adapt mid-game—dropping deeper when required or switching to a back three to protect a lead—has been a hallmark of their progress. That adaptability, honed in friendlies and qualifiers, now translates to World Cup pressure.

The knockout victory over South Africa arrived despite early defensive disorganisation. Marsch’s halftime adjustments tightened the shape, and the introduction of fresh attacking options unlocked a second-half surge that overwhelmed an opponent already fatigued by pressing. The technical staff’s video work, player buy-in to the collective system, and Marsch’s man-management have fused into a unit capable of competing with, and occasionally surpassing, established football nations.

Canada’s World Cup story is still being written. The last-16 tie will test them further, but the groundwork has been laid. The federation’s next strategic moves—expanding youth academies, securing long-term commercial partnerships, and integrating the MLS expansion franchise in San Diego—will determine whether this moment becomes a permanent shift or a fleeting surge. For now, the players and staff have earned their place in the national consciousness. The rest of Canada is watching, and the game in this country will never look the same.