Canada Soccer looks to make philanthropy a core of its revenue-generating system

Canada Soccer relied on philanthropy to hire national team coaches Jesse Marsch and Casey Stoney. It has also allowed the governing body to double its 2025 youth teams’ budget from the 2024 number.

Now it is looking to make philanthropy a pillar of its revenue-generating system.

The governing body has launched Canada Rising, a new Canada Soccer Foundation campaign with a goal to raise $25 million by the end of 2027. Proceeds will go to “the national team system, coaching excellence and youth-facing programming to help increase access to soccer.”

Kevin Blue, Canada’s CEO and general secretary, says while the governing body is looking to improve all of its revenue streams, Canada Rising is a bid to raise awareness as well as funds when it comes to philanthropy.

“This is not something that we’re doing because of perceived shortcomings,” he said. “We would be doing this whether or not there was immediate need or opportunity. This is a future-looking way of financial support for non-profit mission-oriented sports organizations in Canada, especially at a time when it is hard to rely upon the continued growth of government funding at a rate that matches the sport’s growth.”

Canada Soccer says it has already secured more than $11 million in gifts and commitments.

That includes more than $1.5 million from memberships in the revamped CanadaRed supporters program. The multi-tiered plan, ranging in cost from free to $5,000 a year, offers access to Canada’s allotment of tickets to the Canadian matches at the 2026 World Cup.

The more expensive the memberships, the more chances of getting tickets through a draw.

More than 77,000 Canadians have joined CanadaRed since it was relaunched in late July.

Canada Soccer says the money raised from CanadaRed “enhances funding for our national team system, helps support the growth and education of Canadian coaches, and provides additional funding for programs that increase accessibility to youth soccer.”

Canada Soccer reported revenue of $37.6 million for the year ending Dec. 31, 2024, with some $14.4 million of that coming from FIFA, CONCACAF and government grants (as well as prize money for finishing fourth at Copa America). It spent $21.1 million of that revenue on its national teams.

Canada Soccer finished the year some $4 million in the red.

Major donor gifts go to the Canada Soccer Foundation, a separately incorporated charitable foundation governed by its own board of directors separate from that of Canada Soccer. The foundation exists as a fundraising vehicle to support the soccer priorities set by Canada Soccer and to provide fiduciary oversight on donor funds.

The governing body says the two-tiered system “mirrors best practices seen in the U.S. and Canada.”

“It provides additional oversight for donor funds and enables more people with different skills and connections to be involved in supporting soccer,” Canada Soccer said in a statement. 

In March, Rugby Canada launched its own fundraising initiative ahead of the ongoing Women’s World Cup in England. “Mission: Win Rugby World Cup 2025” has since raised some 95 per cent of its $1-million goal, the shortfall Rugby Canada identified in costing out its tournament preparation.

The second-ranked Canadians take on No. 3 New Zealand in Friday’s World Cup semifinal in Bristol.

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This report by The Canadian Press was first published Sept. 16, 2025.