Retailers and brands celebrate 2026 FIFA World Cup
There’s just a few weeks left until the 2026 FIFA World Cup. Here’s how retailers and brands are kicking off the celebrations.
Healthy Planet
In partnership with BioSteel, the health and wellness retailer is set to host Toronto FC captain Jonathan Osorio, a member of the Canadian men’s national team, at its Etobicoke, Ont. location.
The event will take place Sunday (May 17) from 8 a.m. to 10 a.m. at 994 Islington Ave.
It will feature a mini exhibition match in the store’s parking lot, followed by an in-store walkthrough with Osorio when doors open at 9 a.m.
READ: Healthy Planet readies 44th store
The event marks the official start of Healthy Planet’s 2026 soccer campaign. As fans arrive in Toronto this summer for the tournament, three of the retailer’s downtown store locations will be rebranded and staff will wear soccer jerseys.
Healthy Planet is also aiming to donate one million meals’ worth of food in 2026 through its Good Food Drive, in partnership with Food Banks Canada and other community organizations.
“Hosting Jonathan in Etobicoke is our way of celebrating that energy with our community and reminding Canadians that the foundation of every great athlete, and every great fan day, is good health and good food,” Muhammad Mohamedy, general manager of Healthy Planet, said in a press release.
Lay’s
As the official snack partner of FIFA World Cup 2026, Lay’s is unveiling four limited-edition flavours inspired by the cuisines of competing nations.
The new flavours include Bacon Poutine (representing Canada), Cheese Soufflé (France), Steak & Chimichurri (Argentina) and Cheese & Onion (UK).
The flavours will be available at Canadian grocer and retail locations nationwide beginning mid-May, as well as across North America, South America, Europe, Africa and Asia.
In Canada, the chip bags will feature soccer icons Thierry Henry, Lionel Messi, and Sir David Beckham alongside Richie Laryea and Nathan Saliba from the Canadian men’s national team.
Also, Canadians can enter Lay's You Could Win FIFA World Cup 2026 Tickets contest by purchasing two participating Frito-Lay products and visiting www.NoLaysNoGame.ca to upload their receipt. Winners will receive two tickets to one of 13 Canadian FIFA World Cup 2026 matches in Toronto or Vancouver, plus $1,500 in spending money.
Weekly draws also offer the chance to win $100 FIFA store e-gift cards throughout the contest period.
“FIFA World Cup 2026 is a once-in-a-generation moment for Canadian soccer fans, and Lay’s wanted to mark it with something just as special. These limited-edition flavours are our way of bringing the spirit of the tournament to every snack bowl, every watch party, and every fan gathering from coast to coast,” said Shirley Mukerjea, chief marketing officer, Lay’s Canada, in a press release.
Tim Hortons
The company is partnering with Adidas on a new Timbits soccer jersey.
The multi-year partnership launches for this season of Timbits Soccer, a program that provides opportunities for boys and girls aged three to seven to play house league soccer.
An adult-sized Timbits Soccer x Adidas Celebration Jersey will also be available to purchase exclusively at select Tim Hortons restaurants and through TimShop.ca starting in June.
In the coming weeks, fans can also shop a new lineup of soccer-themed merchandise and drinkware at participating Tim Hortons restaurants, including a colour-changing cold cup with a soccer straw buddy and a Timbits Soccer plastic water bottle.
Tim’s is also celebrating its soccer heritage with a new lineup of Timbits flavours and a soccer-themed Timbits Bucket, plus a Timbits Soccer TV campaign with Canadian national team player Jonathan David.
Quaker Canada
The brand has been named the official breakfast sponsor of the FIFA World Cup and the sponsor of FIFA's Player Escort Program.
Quaker Canada partnered with Common Goal, a collective of soccer-based community organizations, and Canada SCORES to identify nearly 300 Canadian youth from under-resourced communities in Toronto and Vancouver to participate in the Quaker Player Escort Program.
The program gives youth the chance to walk professional players onto the pitch across 13 matches.
As part of the partnership, Quaker Canada hosted a special Player Escort jersey-unveiling event at TSN Studios, bringing youth together with Canada Men's National Team Player Richie Laryea and Canada Soccer alumni Atiba Hutchinson
The company is also making a US$50,000 grant commitment to Canada SCORES programs in Toronto and Vancouver.
Haleon Canada
The consumer health brand is cheering on Canada Soccer’s Men’s National Team in its new campaign.
Part of Haleon Canada’s multi-year partnership with Canada Soccer, "For The Assist" connects daily health support to performance at all levels, from home to the soccer pitch.
The platform leverages Canadian soccer athletes across campaign touchpoints, including a new creative campaign starring Men’s National Team player Richie Laryea.
Haleon’s brands include Advil, Sensodynem, Centrum and Voltaren.
“Every goal starts with an assist, and the same is true in everyday health,” said Patrick Rosettis, interim general manager, Haleon Canada, in a press release. “For The Assist celebrates the preparation, recovery, and daily health support that our trusted brands provide for Canadians. It’s our way of standing behind Canadians as a trusted part of their wellbeing journey.”
Canadians can find more through Haleon’s “Get Well. Stay Well” digital platform, which offers savings, coupons and health tips..
For The Assist rolls out through a fully integrated campaign across online video, connected TV, out-of-home, influencer partnerships, point-of-purchase and experiential marketing. The platform also includes custom retail displays and an in-store presence across major Canadian retailers and pharmacies, as well as on Amazon.
A key experiential element will see Haleon Canada travel across the country with sports television personality Cabbie Richards.
President's Choice
The Loblaw Companies brand is hosting fan experiences in Toronto and Vancouver.
“PC House,” part of the 2026 PC Summer Insiders Report, provides a space for soccer fans to take part in the World Cup action—with a PC twist.
“We know that in great cities like Toronto and Vancouver, soccer fans are always looking for the best place to truly soak in the match-day excitement, but often struggle to find a worthy spot,” said Mary MacIsaac, EVP, chief marketing officer, Loblaw Companies Limited, in a press release. “PC House is the answer, a thrilling experience that brings together the energy of the sport with the incredible quality and innovation of the PC Summer Insiders Report. We’ve created a one-of-a-kind place to connect, compete, indulge, and celebrate every goal.”
The PC House will feature several zones. In the “PC Optimum Reception,” guests can expect to be welcomed with branded swag bags. “The Stadium” promises to bring fans together to enjoy the ultimate party experience, in partnership with TSN.
At the “PC Insiders Report Kitchen,” PC chefs will prepare dishes inspired by the Summer Insiders Report. Guests can experience "Pantry to Plate" demonstrations, discover "30-Minute Match Meals" for halftime and explore "Elevated Matchday Classics."
The “Game Zone” will be an interactive area offering opportunities to play, compete and cheer, while “The Pantry”—a walk-in soccer ball—will be an immersive pantry stocked with PC products.
Guests can also step into the “Joe Fresh Gear Shop” for the chance to win prizes—from gift cards to merchandise to a Joe Fresh x Team Canada jersey, personalized on-site.
Finally, the “PC Express” zone allows fans to browse and order food and drinks to be delivered directly to their seats.
