Canada Soccer boots golden financial opportunity with failed matches

Up until a month ago, everything seemed to be going right for Canada Soccer.

The national women's squad is the defending Olympic champion, the men's team had clinched its first World Cup appearance since 1986 and the country was preparing to be co-host of the men's World Cup in 2026.

Moments like Sam Adekugbe's snowbank celebration in Edmonton amped up the excitement among fans across the country amid a string of wins for the men's squad. 

How quickly the momentum has stalled — and along with it, a golden financial opportunity. 

First, Canada Soccer arranged a friendly match with Iran, which was eventually cancelled after widespread opposition. The replacement game on Sunday against Panama was also turfed just hours before kickoff after the Canadian players refused to take the field over wage concerns.

The upcoming game on Thursday against Curaçao is now in doubt.

Apart from the Canadian clubs recently playing in the NHL playoffs, the national men's soccer team was arguably the hottest ticket in the country because of their recent dominance and a squad of young, entertaining players that reflect the diversity of the nation.

The financial prospects were equally unprecedented. Not only is the opportunity lost, but there will be financial consequences for the national sport body for the cancelled matches.

"The demand was huge and when they have a time like this, they have to strike. They have to strike when it's hot. They need the funding," said David Chong, managing director of MKTG Canada, a sports marketing agency.

"Even before this issue with the [Iran] friendly being cancelled, I think Canada Soccer was struggling to keep up with demand for simple things like merchandise," he said.

MKTG represents Scotiabank and helped