July 3, 2026: A new survey of Canadians reveals significant interest in the FIFA World Cup 2026, with a strong minority of Canadians tuning in.
Indeed, nearly half of Canadians are or are planning to watch matches, including 38% who expect to watch some or all matches, and 7% who plan to attend at least one game in person. By contrast, approximately half indicated they do not currently plan to watch or attend, while 7% remain undecided.
Among those intending to attend matches, Toronto stands out as the clear destination of choice, with three quarters of prospective attendees planning to attend a match in Canada’s largest city during the tournament. Vancouver follows at one quarter, while smaller proportions expressed interest in attending matches in Guadalajara, Seattle, Mexico City, Los Angeles, or Miami.
Among survey respondents planning to watch or attend matches, a majorityidentified Canada as the team they will support most, far outpacing other nations. Argentina was the second most-supported team at 5%, followed by Portugal and Brazil (4% each), with France, Germany, and England each attracting 2% support.
“These results demonstrate that the FIFA World Cup 2026 has the potential to be a defining sporting moment for Canadians,” said Margaret Brigley, CEO & Partner. “Whether watching from home or attending matches in person, Canadians are rallying behind Team Canada and are eager to participate in one of the world’s largest sporting events.”
Among Canadians who plan to watch or attend FIFA World Cup 2026 matches, Argentina is viewed as the most likely tournament champion, with 17% predicting the defending world champions will successfully retain the title. Notably, 13% believe Canada could emerge as the tournament winner, reflecting growing optimism around the men’s national team. Brazil and France each garnered 10% support as potential champions, while Spain and Germany were each selected by 7% of respondents. Despite strong interest in the tournament, nearly one in five respondents (19%) remain uncertain about who will ultimately lift the trophy, underscoring both the competitiveness of the field and the anticipation surrounding what is expected to be one of the most closely watched FIFA World Cups in recent history.
Results are from an online survey conducted in partnership between Narrative Research and the Logit Group. The survey was conducted between June 12 and 26, 2026 with 1,237 Canadians, 18 years of age or older from the Logit Group’s online Canadian Omnibus. Data were weighted based on the 2021 Census, by gender, age, and region to reflect actual population distribution. For more information, please contact: Margaret Brigley, CEO & Partner, Narrative Research – 902.493.3830, mbrigley@narrativeresearch.ca
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Sam Pisani, Managing Partner, Logit Group – 416.629.4116, sam.pisani@logitgroup.com
Narrative Research (www.narrativeresearch.ca), is a non-partisan, 100% Canadian-owned, research company, certified as a Women Business Enterprise (WBE). Narrative Research provides clients with state-of-the-art research and strategic consulting services.
The Logit Group (https://logitgroup.com/) is a leading North American data collection and market research execution company headquartered in Toronto, conducting large-scale projects for a variety of well-known research agencies and brands. Logit employs industry-best technologies across an array of methodologies, and is independent, experienced and quality-oriented.
The questions asked were:
The FIFA World Cup 2026 will be happening across North America from June 11 to July 19. Are you planning on watching or attending any of the games?
- Yes, I plan to watch some or all of the games
- Yes, I plan on attending at least one of the games
- No, I don’t plan to watch or attend any of the games
- I’m not sure yet
[IF PLAN TO ATTEND AT LEAST ONE GAME] Which city (or cities) will you be attending game(s)?
[IF PLAN TO WATCH OR ATTEND AT LEAST ONE GAME] Of the 48 teams competing in the FIFA World Cup, which one do you support most?
[IF PLAN TO WATCH OR ATTEND AT LEAST ONE GAME] And which team do you think will win the FIFA World Cup?
