Sidney Crosby joins program to support Canada’s soccer men ahead of World Cup

Sidney Crosby, who knows more than a little about winning a major tournament on home soil, has signed on to help bang the drum for Canada in its 2026 World Cup campaign.

Crosby, actor Simu Liu and singer Shawn Mendes are the first celebrities named to the "Iconic XI Ambassador" program.

They will use their voice and platform to help raise the profile of the co-host Canadian men in the lead-up to the June kickoff of the 48-team, 104-game soccer showcase.

The "Iconic XI" will draw on "Canada's most respected and influential cultural leaders at the intersection of entertainment, sport, fashion, music, media, and the arts," according to Canada Soccer.

As ambassadors, Crosby, Liu, and Mendes will "leverage their platforms to amplify the stories of the Canadian men's soccer team "whether through social media platforms, public appearances or creative collaborations."

"The Iconic XI represents the best of who we are as a country today — creative, diverse, and united," Kevin Blue, Canada Soccer's CEO and general secretary, said in a statement.

"As our players prepare for the world's biggest stage, these cultural leaders will help amplify the pride and passion that continue to define Canadian soccer. Together, we're showing the world what it means when Canada stands as one."

The rest of the "Iconic XI" roster will be announced over the coming months.

"It's always an honour to represent Canada on the national stage and I'm happy to support my fellow Canadian athletes," said Crosby, who led Canada to Olympic gold in 2010 in Vancouver and 2014 in Sochi. "I'll be cheering for them along the way."

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Liu, an actor, writer and producer, starred in