World Cup could make football 'mainstream' in co-host Canada
Three weeks before the first World Cup match in Canada, football leaders expressed hope the tournament will elevate the sport's cultural prominence. While soccer is Canada's most popular participatory sport, ice hockey remains dominant. The World Cup matches in Toronto and Vancouver could help shift this balance, according to James Johnson, CEO of Canadian Soccer Media & Entertainment. He believes there's a significant opportunity for a cultural shift in Canadian soccer, with a focus on broadening support for the professional level.
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