Sharon Bollenbach, Executive Director of the FIFA World Cup 2026, City of Toronto, and Andrew Weir, President and CEO of Destination Toronto, share their perspective on the legacy and impact of hosting the world’s most watched sporting event.
We’ve just passed the 100-day mark until the FIFA World Cup 2026™ kicks off on June 11, 2026. Toronto is one of 16 host cities, with six matches, FIFA Fan Festival™ - Toronto, and celebrations planned for locals and fans who travel to Toronto to be part of the excitement.
Hosting FIFA World Cup 2026™ goes beyond the excitement of match days and fan zones. For Toronto, it marks a pivotal moment for long-term economic impact, global visibility, community pride and city-building, with benefits that extend well beyond the tournament itself.
Looking at the short term, what impact for Toronto is expected as the FIFA World Cup 2026™ gets underway?
Sharon Bollenbach, Executive Director of the FIFA World Cup, City of Toronto: When the FIFA World Cup 2026™ comes to Toronto, our city will come alive like never before. There will be so much for Torontonians and visitors alike to enjoy beyond the pitch, whether they have a ticket to a match or not. From FIFA Fan Festival™ at Fort York and The Bentway, to community activations in neighbourhoods across the city, fans can enjoy public viewing events, arts and culture, and activations that reflect Toronto’s many diverse communities—including those connected to participating nations in the FIFA World Cup™. Across the city, community celebrations will create a true “World in a City” feeling. It will be a collective, city-wide moment where people gather, cheer and experience the excitement side by side. There will be something for everyone to enjoy!
You can find community-led events related to the FIFA World Cup™ and/or celebrating Toronto’s The World in a City theme in the “Toronto26” category of the City of Toronto Events Calendar and Destination Toronto’s Events Calendar.
Our theme for the FIFA World Cup 2026™ in Toronto is “The World in a City.” It reflects Toronto’s true character: a global tapestry of cultures, with more than 200 languages spoken and communities representing nearly every nation in the world.
- Sharon Bollenbach, Executive Director of the FIFA World Cup, City of Toronto
Andrew Weir, CEO of Destination Toronto: It’s important to look at our World Cup opportunity both in the immediate term and beyond. When the matches are played here in June and early July, we will have tens of thousands of visitors—many of them visiting for the first time—and the significant spending they bring. For the longer term, the broadcasts of each match will be seen by quite literally a billion people worldwide. Toronto will look electric and exciting; our vibrancy will be on full display. That builds awareness and future travel demand. It also showcases our ability to host major events, which helps us convert more future business for meetings, conventions and large-scale events.
How does Toronto’s theme, “The World in a City,” come to life for residents and for international visitors?
When Toronto is broadcast to the world, what the world will see is a grand celebration of inclusion that is truly Toronto.
- Andrew Weir, CEO of Destination Toronto
SB: Our theme for the FIFA World Cup 2026™ in Toronto is “The World in a City.” It reflects Toronto’s true character: a global tapestry of cultures, with more than 200 languages spoken and communities representing nearly every nation in the world. During the tournament, visitors won’t just watch the matches, they’ll experience neighbourhoods filled with the languages, food, music and traditions of their home countries. From street celebrations to local gathering spots, fans will easily find a community that reflects their culture while also discovering new ones. This blend of global cultures will enliven the entire city, turning Toronto into a welcoming, shared home for the world’s game. Every visiting nation will find a home crowd here.
It’s not too late to join the celebration! Toronto’s FIFA World Cup 2026 Community Activation Toolkit supports businesses, attractions and community groups in making plans to celebrate the tournament, while respecting FIFA’s brand guidelines. It’s also available on the Toronto FIFA World Cup 26™ site under The Community.
AW: I’ve always said Toronto is the best place to experience the World Cup—and that was before we ever imagined we would one day host it. This is when we see Toronto’s global connections on full display and that will be more true this year than ever. When Toronto is broadcast to the world, what the world will see is a grand celebration of inclusion that is truly Toronto. And let’s be honest, there’s a hunger in the world for that right now so our opportunity to shine through is greater than ever.
As many thousands of new visitors discover Toronto through the World Cup—either in person, on TV or through friends and family here—that creates new interest and demand that drives the next wave of visitors in the months and years to come.
- Andrew Weir, CEO of Destination Toronto
When you look beyond 2026, what legacy do you hope this tournament leaves for Toronto, both as a city and as a global destination?
AW: It’s so important that an undertaking of this scale is viewed through both an immediate and long-term view. The improvements to key infrastructure resulting from hosting the World Cup are significant, including new sport complexes and also key visitor zones in the city, like The Bentway. We have already seen partners throughout the city elevate the sense of welcome they provide to guests for the World Cup and those efforts will continue well beyond. And above all, success begets success. As many thousands of new visitors discover Toronto through the World Cup—either in person, on TV or through friends and family here—that creates new interest and demand that drives the next wave of visitors in the months and years to come.
This is an unparalleled opportunity for our city to shine on a global stage and for uniting communities through the power of sport.
- Sharon Bollenbach, Executive Director of the FIFA World Cup, City of Toronto
SB: With the FIFA World Cup 2026™ coming to Toronto, we have a once-in-a-generation opportunity to harness the power of the world’s biggest sporting event to ensure the benefits are felt long past the final whistle at Toronto Stadium. The City of Toronto is investing in key infrastructure upgrades, including long-term improvements at Toronto Stadium that will enhance the fan experience and invite future world-class events. Centennial Park in Etobicoke, the site of Toronto’s training site for the tournament, includes a new full-size pitch and field house that will transform into a Soccer Hub for communities to enjoy for years to come.
In addition, the Soccer for All Legacy Program is helping to improve access to sport and play through the building of new soccer mini-pitches. Four mini-pitches are currently under construction in equity-deserving neighborhoods across Toronto. In addition, a $5 million investment in legacy initiatives spanning sport and wellness, environmental sustainability, arts and culture, human rights and inclusion, and tourism and economic development, is making sure the FIFA World Cup™ in Toronto leaves a legacy the entire city can share.
What excites you most about the tournament and the legacy it will leave behind?
SB: There is nothing like the FIFA World Cup™, when it comes to scale, energy and pure passion of its fans. This is an unparalleled opportunity for our city to shine on a global stage and for uniting communities through the power of sport. I am excited to see the city come alive with that energy, and for the lasting benefits it will bring to our communities, our local businesses, and the next generation of soccer fans and players.
AW: Sport brings communities together in such a special way. We have seen it here with championship runs by Toronto and Canadian teams, and this summer will bring a new level of shared celebration. I am looking forward to savouring the street-level energy in different neighbourhoods all throughout the city with fans from Toronto and everywhere else all together, and to what will hopefully be some truly memorable moments for Team Canada.
Resources:
- Offering a special activation? Share the details with the Destination Toronto team via this submission form.
- Events can be added to Destination Toronto’s Events Calendar and to the City of Toronto Events Calendar.
- Use Toronto's FIFA World Cup 2026 Community Activation Toolkit for inspiration and to ensure your celebration or event respects FIFA’s brand guidelines.
