From blue to red: Canada courts Italian fans after World Cup blow

In Toronto’s Little Italy, heartbreak met opportunity on Saturday as Canadian soccer officials invited fans to trade their Azzurri pride for a new World Cup identity.

Outside a neighbourhood coffee shop, supporters lined up to exchange Italy’s iconic blue and white jerseys for Canada’s red home shirt — a gesture aimed at turning disappointment into homegrown support ahead of the 2026 World Cup.

The campaign comes just days after Italy missed out on qualification for a third straight tournament, falling to Bosnia and Herzegovina on penalties in a play-off.

If the Azzurri had advanced, they would have faced Canada, Qatar and Switzerland in Group B. Instead, co-hosts Canada — alongside the United States and Mexico — are seizing the moment to build momentum behind their team.

Participants in the jersey swap were allowed to keep their Italian shirts, softening the emotional cost of switching allegiances, even if only temporarily.

“Soccer in Canada has been built by generations of players, fans, and communities including Italian-Canadians who have helped bring the passion for our game to life,” said Paulo Senra, Canada Soccer’s chief communications officer.

“We want every Canadian — no matter their historic allegiances — to join the momentum around our men’s national team, because this time, it’s Canada.”

Canada is home to roughly 1.5 million people of Italian descent — about 4.3 percent of the population — with the vast majority living in Ontario and Quebec, according to the 2021 census.

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