When all is considered and we remove all the noise around professional sports, only one thing at the heart of it all: the fans. Without the people emblazoned in their club or country’s colours paying to watch the protagonists at play, none of it would exist. It is something that is forgotten too easily.
For Canada Soccer, ahead of the most important summer in its history, that fact is not lost.
“We appreciate them. There are people who’ve followed the national teams for years,” Canada Soccer CEO Kevin Blue told Sportsnet. “I’m coming in after a lot of groundwork was laid by others. We see ourselves as stewards of Canada Soccer during our time. We understand what it means to long-time fans, and we’re eager to bring in more new ones, especially this summer.”
The hunger for new fans was the origin of last week's marketing campaign that went viral on social media, aimed at Italian Canadians following the crushing disappointment of Italy losing to Bosnia and Herzegovina in the World Cup qualifying playoffs.
It was brilliant and creative, something that Canada Soccer has delivered in short supply over the last number of decades. The concept? Drive up a truck loaded with Canada jerseys to Little Italy in Toronto and offer a jersey swap. The messaging on the truck: “We want your passion. This time, throw on the red.”
The word “swap” ruffled the feathers of some hardcore Italian soccer fans. In the end, Azzurri fans were able to keep their beloved kits, while 103 Canada jerseys were dished out to those that lined up.
Ever since the World Cup draw in December, the potential for a Canada-Italy clash at BMO Field in the teams’ first match of the tournament had dominated the narrative. Would long-time, passionate Italian fans — proud of their heritage and part of nearly a half-million Italian Canadians in the GTA — remain loyal to the team of their upbringing? Or would they switch and support the country of their birth or residence?
Well, we’ll never know … at least not for a while longer, following Italy’s failure to qualify. Yet, it was an opportunity too good to miss for a governing body determined to establish itself in the Canadian sporting zeitgeist. Still, with so many emotions still flowing after the Italy loss, many felt the need through social media to let their disgruntled feelings be known.
Was it just a troll job? Was it more nuanced than that? In fairness, the overwhelming response that I saw was positive. And Blue watched on with a little envy.
“We view passion through football as a positive. We want more of the country to be as passionate as those communities,” Blue said. “I’m aware of different reactions, but overall, I see it as an indication of fan passion that we want to continue to grow.”
Contrary to popular belief, this was not a reactionary campaign. It had been planned for several weeks with various spins considered, depending on what transpired on the pitch.
“We try to be methodical about everything,” Blue added. “I trust our team to execute and come up with ideas that add value. It was progressive, modern, different, and it was considered in a variety of ways.”
Canada’s chief communications and content officer, Paulo Senra, was boots-on-the-ground, handing out shirts and explaining to fans that they could keep their Italy shirts.
“Some of the reaction was a bit of a surprise to us, but from our perspective, it was positive,” Senra said. “We know that it’s impossible to please everyone, but our jobs aren’t to make everyone comfortable, it’s to get attention on our teams. That was the biggest PR moment for our organization in the past 365 days — visibility in 31 countries and more than our World Cup draw results.”
Head coach Jesse Marsch has celebrated the fact that his team plays as if it has a chip on its shoulder. Although American, Marsch doesn’t understand the purported lack of respect Canada receives on the world stage.
Therefore, there is nothing wrong with Canadian soccer being allowed to show a bit of swagger, even if that means upsetting other established soccer nations and their fan bases.
Blue gets it.
“Absolutely, (the World Cup is) a catalyzing event,” Blue said. “What I’ve learned is that despite broad participation, the sport isn’t as mature commercially or culturally (in Canada) as you’d expect. The World Cup is coming at the right time to help mature that landscape, and we’re looking forward to that impact.”
Canada Soccer is not perfect and remains a work in progress, but it does to appear to suddenly be unapologetic for thumping its chest a bit.
About time, too.
