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Major Assignment By Jordan King, Oliver Main and Gabe Lyons
2026 FIFA World Cup Bid Report: Canada
BIDDING NATION: CANADA
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1.1 – Introduction…………………………………………………………..3
2.1 – Representation of Women…………………………………...….4
3.1 – Perceptions of Canada…………………………………………….5
4.1 – Freedom within Canada……………………………………….…6
5.1– Cultural Differences -‐ Indigenous………………………….….7
5.2 – Multiculturalism within Canada……………………….8
6.1 – Sporting Culture……………………………………………..………9
7.1 – Conclusion……………………………………………………………10
8.1 – References………………………………………………………11-‐12
Contents
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1.1 Introduction This report outlines Canada’s bid to
host the 2026 FIFA World Cup and the
important cultural aspects that define
Canada as a country. This preliminary
assessments is to be shown to the FIFA
executive committee to help them
better understand Canada from an
outsider perspective.
Canada would be a great nation to host
the FIFA World Cup in 2026 as they
encapsulate the spirit of the game.
Canada already has a very well
established sports culture, they are
favoured as one of the best countries to
live in and have a great reputation when
dealing with gender equality. Hosting
the FIFA World Cup in 2026 would
address the global issue over the
treatment of indigenous cultures as
Canada has the platform to promote
change with their indigenous
population (Aboriginal people) and vast
multicultural background.
Canada is a country that gives a great
deal of freedom to their citizens and has
consistently proven to be a world leader
in human rights reform.
Canada
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The world economic forum
has made mention that the
most important
determinant of a country’s
competitiveness is its
human talent – the skills,
education and productivity
of its workforce (Canadian
Women’s Foundation, n.d)
which directly references a
country’s ability to
empower women
enhancing the richness of
their nation.
With the social issue of
gender inequality across
the world, it is quite clear
that Canada has performed
well on addressing the topic
and is more than viable at
making both genders feel
comfortable for the 2026
FIFA World Cup.
2.1 Representation of Women
Gender equality has become one of
the most prominent issues as we
move forward into the 21st Century.
Gender disparities are becoming
less and less each day as recognition
of these gaps between male and
females are being closed. Canada
has always been a “world leader in
the promotion and protection of
women’s rights and gender equality”
(Government of Canada, 2015)
bringing forth action to help reduce
discrimination against women, and
acknowledge the importance of
egalitarianism.
Over the last 20 years Canada has
maintained a high rank in the United
Nations Human Development Index
(HDI) table ranking at 8 behind New
Zealand as of last year (Malik, 2014).
This has been maintained through
Canada’s foreign and domestic
policies surrounding injustice
between the sexes.
Canada has also been one of the first
countries to sign the “Convention on
the Elimination of All Forms of
Discrimination Against Women”
which aims to “bring the female half
of humanity into the focus of human
rights concerns” (United Nations
Human Rights, 2015).
It is clear that Canada cares a
lot about worldwide
perceptions on giving the
same rights to women, which
men take for granted today.
With programs such as
“Canadian Women’s
Foundation” and “Native
Women’s Association of
Canada”, the mindfulness of
the issue of women’s equality
is a topic they are striving to
achieve across the nation. By
allowing Canada to host the
FIFA World Cup in their
country it will showcase to the
world a country that does not
support a male hierarchy.
It also means that female
participants of the World Cup
will feel integrated into a
socially mindful society and
will not have to fear
vilification from males during
the event.
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3.1 Perceptions of Canada
FIFA’s bidding process is based on
the principles of transparency and
equality so in order for the FIFA
executive committee to understand
why Canada would be a suitable
host country is to understand the
perceptions and stereotypes that
people worldwide think about
Canada (FIFA, 2010).
Canada is viewed abroad as a
country with very cold winters,
hockey, maple syrup and almost no
summer. It is rarely understood
overseas that the temperatures and
seasons vary substantially between
provinces due to Canada’s great
land mass and its closeness to the
Arctic in some parts of the
country (Davis, 2015).
Canada as a host of the 2026 FIFA
world cup could open up perceptions
about this multicultural society and
bring about the togetherness and
opportunities of Football to Canada.
Canada contains “nearly 10% of the
world’s freshwater; 20% of the earth’s
natural areas, including an estimated
300,000 wildlife species” (Granzeier,
2000 p155). However, the industry of
foresting and the preservation of
Canada’s natural resources are now in
crisis and societal perceptions of these
natural resources are vital in ensuring
its protection. With this bid, Canada
can expose the world to its
awe-‐inspiring natural beauty and
encourage tourism in national parks as
well as communicating the importance
of environmental concerns worldwide.
In 2015, Canada was named the
country with the best reputation for
the 4th time in the past 6 years. More
respondents would rather live,
work, study and visit Canada than
any other country but fell short to
Switzerland for investing, buying
and possible business opportunities
(CBC, 2015). Hosting the FIFA world
cup 2026 could vastly improve
Canada’s reputation in this field
showing that they are a nation
worthy of hosting one of the biggest
sporting events in the world. These
positive cultural perceptions of
Canada from 48,000 participants
worldwide are a great boost for
Canada’s bid. Canada consistently
scores highly in lifestyle,
friendliness and having an appealing
environment (CBC, 2015). Therefore
brands that are aligned with the
FIFA World Cup in 2026 in Canada
will be linked to its friendly,
approachable nature and can
accumulate a positive brand image,
which shows great international
prospects for advertising and
marketing for this event.
Figure1: Moraine Lake, Alberta,
Canada. An example of Canada’s
natural beauty.
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Canada, like most western countries, is to be considered a free society. Her
citizens are free to voice their own opinions, form their own sub cultures
and choose to follow their own ideals. The Canadian Charter of Rights and
Freedoms lays out the framework for the freedom’s all Canadian citizens
enjoy.
The Charter covers seven distinct rights; “fundamental freedoms,
democratic rights, language rights, mobility rights, minority language
educational rights, legal rights, and equality rights” (Justice and Education
Society, 2013). The fundamental freedoms cover such rights as freedom of
thought, freedom of peaceful assembly and freedom of association. These
rights allow Canadians to gather together as a community -‐ especially
important for events such as the FIFA World Cup. Mobility Rights allow
people to move freely within Canada’s boarders. Equality rights give
people “… the right to the equal protection and equal benefit of the law
without discrimination and, in particular, without discrimination based on
race, national or ethnic origin, colour, religion, sex, age or mental or
physical disability.” (Garton, 2005).
Canada is a global role model for human right standards, they lead the way
in many areas -‐ in 2005 they became one of the first countries in the world
to legalise same-‐sex marriage at a federal level (Cotler, 2015). Canada
exhibits true leadership when it comes to matters of rights and freedoms of
the people.
4.1 Freedom within Canada
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Defining Aboriginal People
It is important to acknowledge the indigenous cultures within Canada. The term ‘Aboriginal’ people refers to
First Nations, Métis and Inuits and they make up the original settlers of Canada. As of 2011, there were more
than 1.8 million people that identified themselves as aboriginal throughout Canada. They have faced great
adversity against European settlers throughout history and in some cases were killed off by colonial forces
(Parrott, 2007). Aboriginal culture has become integral in defining Canadian culture through its cultural
values, different social systems and language.
Advertising Standards Canada
There is a regulatory advertising group called ASC (Advertising Standards Canada). A research paper was
published in 2013 by the Gandalf Group, commissioned by ASC and researched consumer perspectives on
advertising in Canada. Research found 89% of consumers found advertising that had racist depictions of ethnic
groups/ minorities to be ‘not acceptable’ (ASC, 2013).
Governance around Aboriginal People
However, by law, the Canadian federal government has constitutional authority over the aboriginal people
living on land reserved for them and in a sense are seen as a governing body over the aboriginal people. The
relationship between the First Nations (preferred name of the aboriginal people) is slowly changing with
varying success. Aboriginal communities face a multitude of issues including obtaining clean drinking water,
bad education and for being heavily stereotyped as alcoholics with a history of violence and spite.
In such a prosperous country, these issues should be heavily minimised but due to the lack of visibility that the
aboriginal people in Canada receive, it becomes complicated and difficult (United Nations, 2014). The
treatment of indigenous people is a global issue that many countries can relate to despite their cultural
differences. FIFA’s slogan is ‘for the game, for the world’ (FIFA, 2015). It is a slogan that addresses the world in
unity and would therefore be a good platform to address the key societal issues that indigenous people face
worldwide in terms of negative stereotypes, equality in rights and freedom and fair treatment within their
countries.
5.1 Cultural Differences Indigenous
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5.2 Cultural Differences Multiculturalism Although tensions run high
between the French Canadians
and the British Canadians,
Canada does do its part in
regards to accepting a diverse
range of cultures into its
beautiful country. By
indoctrinating numerous ethnic
backgrounds into the nation,
“Canada recognizes the
potential of all Canadians,
encouraging them to integrate
into their society and take an
active part in its social, cultural,
economic and political affairs”
(Government of Canada, 2012).
In 1971 Canada was amongst
the first to approve a
Multiculturalism Policy. Later
known as the Canadian
Multiculturalism Act, it is
meant to protect cultural
diversity, and ensure the
survival of multiculturalism
throughout Canada
(Government of Canada,
2015).
The formation of Canada was
founded under 3 major colonies, the
Aboriginals, the French, and the
British, which demonstrates
Canada’s flourishing multicultural
background.
Although Canada’s initial population
was made up of 60% British and
30% French, by the 21st century
these statistics dropped to 21% and
10% respectively (Dewing, 2009)
and there were found to be over 200
ethnic origins within Canada’s
citizens. These facts should provide
FIFA comfort as it means the influx
of different cultures coming to
watch the event will feel
comfortable joining a country made
up from different backgrounds.
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Canada is a leading sport nation. Multiple sporting codes are played year round from ice hockey to lacrosse.
Canada has sport culture deeply ingrained in their social psyche, participating and watching sport is
considered a social norm for the general population. The Hofstede model measures 6 defined cultural
dimensions giving a numeric value on each dimension. Canada is scored a high score of 68 in the dimension of
indulgence -‐ this means that they “…exhibit a willingness to realise their impulses and desires with regard to
enjoying life and having fun… they place a higher degree of importance on leisure time, act as they please and
spend money as they wish.” (Waisfisz, 2012). Canadians place high value on leisure and are willing to spend
money on said leisure -‐ only just last year 104,000 people (Cotsonika, 2014) attended a singular ice hockey
game. This relaxed approached to leisure time makes Canada the ideal location for the 2026 Fifa World Cup.
Football is not foreign to Canadians, in fact quite the opposite, it is a common misconception that ice hockey is
the countries most popular sport -‐ football overtook ice hockey in the 1980s as the sport with the most
registered players in the country. In 2008, there were 873,032 footballers (Scarborough, 2013), compared to
584,679 registered hockey players (Brady, 2011). Sport is one of the cultural cornerstones of Canada and
football has blossomed in this sporting nation since it was first played in 1876 (Marshall, 2012) -‐ making
Canada the perfect location for the 2026 Fifa World Cup.
6.1 Sporting Culture A Cultural Cornerstone
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With this report we believe that
Canada would be an appropriate
candidate to host the FIFA World Cup
2026. They have a great reputation on
an international level and the positive
sporting culture to match.
Canada is a very multicultural country
with a unique indigenous culture.
With such a global and influential
event (FIFA World Cup) it is
imperative that each country feels
safe and at home in the host country
and Canada is well suited to this idea.
Sport itself has always been at home
in Canada, with a rich football history
it is the perfect nation to host the
World Cup
Canada also has a great platform to
address the issues of the treatment of
women worldwide and the issue of
global warming due to their beautiful
natural scenery that is slowly being
lost.
All of the cultural considerations
outlined should be understood,
respected and taken into
consideration when reviewing
Canada’s host bid for the FIFA World
Cup 2026.
7.1 Conclusion
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