Canada’s run in this year’s major international soccer tournament may be over, but the country’s enthusiasm for the sport is stronger than ever. New research by Betano, based on AI-powered social listening through AskPolly.ai, shows that Canadians are following soccer with growing passion and sophistication, discussing everything from star players and tactics to injuries, squad depth and transfer values. The tournament has become a catalyst for soccer’s continued rise as one of Canada’s fastest-growing sports.

The study highlights Lionel Messi as Canada’s favourite international soccer star, while Jonathan David tops the list as the country’s most popular homegrown player. Alphonso Davies also continues to inspire fans nationwide. Victoria, British Columbia, emerged as Canada’s most passionate soccer city, reflecting the sport’s expanding grassroots appeal beyond the country’s largest urban centres. Vancouver and Toronto also remain among Canada’s leading soccer hubs.

The research reveals an increasingly knowledgeable fan base, with nearly 80 per cent of Canadians believing injuries play a crucial role in tournament success. Supporters are paying closer attention to player fitness, tactical decisions, squad rotation and the contributions of every position on the field—not just star forwards. Even after Canada’s exit from the tournament, conversations around the sport continue to grow, signalling that soccer’s greatest legacy may be the lasting excitement and engagement it has inspired among Canadian fans.