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A new FIFA World Cup 2026 Canada survey conducted by Narrative Research and The Logit Group reveals strong interest in next year’s tournament, with nearly half of Canadians planning to watch matches or attend in person. From overwhelming support for Team Canada to Toronto emerging as the top host city, the findings highlight the excitement building ahead of one of the world’s biggest sporting events.
Key Takeaways
- Nearly half of Canadians plan to watch or attend FIFA World Cup 2026, while about half do not currently intend to participate.
- Toronto is the preferred host city for prospective attendees, and Team Canada is the overwhelming favorite among Canadian supporters.
- Argentina is viewed as the tournament favorite to win, although many Canadians believe Team Canada has a legitimate chance to capture the title.
A new survey of Canadians reveals significant interest in the FIFA World Cup 2026, with a strong minority of Canadians tuning in.
Indeed, nearly half of Canadians are or are planning to watch matches, including 38% who expect to watch some or all matches, and 7% who plan to attend at least one game in person. By contrast, approximately half indicated they do not currently plan to watch or attend, while 7% remain undecided.
Among those intending to attend matches, Toronto stands out as the clear destination of choice, with three quarters of prospective attendees planning to attend a match in Canada’s largest city during the tournament. Vancouver follows at one quarter, while smaller proportions expressed interest in attending matches in Guadalajara, Seattle, Mexico City, Los Angeles, or Miami.
Among survey respondents planning to watch or attend matches, a majority identified Canada as the team they will support most, far outpacing other nations. Argentina was the second most-supported team at 5%, followed by Portugal and Brazil (4% each), with France, Germany, and England each attracting 2% support.
“These results demonstrate that the FIFA World Cup 2026 has the potential to be a defining sporting moment for Canadians,” said Margaret Brigley, CEO & Partner. “Whether watching from home or attending matches in person, Canadians are rallying behind Team Canada and are eager to participate in one of the world’s largest sporting events.”
Among Canadians who plan to watch or attend FIFA World Cup 2026 matches, Argentina is viewed as the most likely tournament champion, with 17% predicting the defending world champions will successfully retain the title. Notably, 13% believe Canada could emerge as the tournament winner, reflecting growing optimism around the men’s national team. Brazil and France each garnered 10% support as potential champions, while Spain and Germany were each selected by 7% of respondents. Despite strong interest in the tournament, nearly one in five respondents (19%) remain uncertain about who will ultimately lift the trophy, underscoring both the competitiveness of the field and the anticipation surrounding what is expected to be one of the most closely watched FIFA World Cups in recent history.
Results are from an online survey conducted in partnership between Narrative Research and the Logit Group. The survey was conducted between June 12 and 26, 2026 with 1,237 Canadians, 18 years of age or older from the Logit Group’s online Canadian Omnibus. Data were weighted based on the 2021 Census, by gender, age, and region to reflect actual population distribution.
FAQs
Nearly half of Canadians surveyed said they plan to watch matches or attend the tournament, including 38% who expect to watch and 7% who plan to attend at least one match in person.
Toronto is the clear favorite among prospective attendees, with three-quarters of those planning to attend matches intending to visit the city during the tournament.
Argentina is the most frequently predicted tournament winner, while Team Canada receives strong support from Canadian fans and is viewed by many as a legitimate contender.
For more information, please contact:
Margaret Brigley, CEO & Partner, Narrative Research – 902.493.3834, mbrigley@narrativeresearch.ca or Sam Pisani, Managing Partner, Logit Group – 416.629.4116, sam.pisani@logitgroup.com.
Narrative Research is a non-partisan, 100% Canadian-owned research company, certified as a Women Business Enterprise (WBE). Narrative Research provides clients with state-of-the-art research and strategic consulting services.
The Logit Group is a leading North American data collection and market research execution company headquartered in Toronto, conducting large-scale projects for a variety of well-known research agencies and brands. Logit employs industry-best technologies.
