Canada Soccer Foundation (CSF) is kicking off the next phase of its national philanthropic campaign.

The brand spot, “Canada Rising,” by production partner, Moirai Films, was recently unveiled during a Canadian men’s national team home match and showcases grassroots players, national team coaches and stars.

The foundation, an incorporated charitable organization that operates as a separate legal entity to the Canada Soccer governing body, is aiming to raise $25 million by 2027 to support the growth and accessibility of soccer across the country.

“This spot is a declaration of ascent,” said Paulo Senra, chief communications and content officer at Canada Soccer. “Soccer is rising to its rightful place in Canada’s sporting culture, and we want every fan and supporter to feel part of that climb,” Senra said, adding that the current moment will define the future of Canadian soccer for generations to come.

The three key priorities for the organization are youth soccer accessibility, coaching excellence and enhanced national team support.

Compared with Canada Soccer, CSF’s messaging focuses specifically on the philanthropic and developmental side of the game.

“Canada Soccer represents our sport nationally and aims to promote high performance, national fandom, and elevate our grassroots [while] the foundation speaks to impact, legacy and access,” Senra said.

Since its launch in September, the CSF has has secured more than $11 million in gifts and commitments, Senra says. He tells strategy that the new campaign has extended momentum from men’s and women’s national teams’ recent runs of success and amplifies national engagement and pride to tap into a “deeper, more values-driven space.”

“The response so far has demonstrated how broad the audience for soccer in Canada has become, resonating not just with traditional fans but also with communities drawn to the sense of unity, optimism and cultural ascension that Canada Rising represents,” Senra says.

“Canada Rising” has no mass-market ad buy at this point and focusing on engaging audiences directly through the federation and the Canada Soccer Foundation’s owned and digital platforms.

According to Senra, a digital-first approach allows the foundation to tell stories in real time, build community around the mission and invite Canadians to take part organically rather than through traditional paid channels. Zerotrillion is the PR agency of record for Canada Soccer.

In a competitive philanthropic landscape, Senra says that Canadians are more likely to give when they can see the tangible impact of their support and soccer offers a uniquely emotional entry point.

“Combined with a home FIFA World Cup next summer, and the FIFA Women’s World Cup in 2027, it’s a sport that is resonating across demographics and geographies at this time,” Senra says. “At a time when soccer is experiencing a real ascension in Canada’s cultural identity, that emotional foundation becomes even more powerful.”

Canadians can support the movement by joining CanadaRed, Canada Soccer’s enhanced fan-engagement program or by making a gift through the foundation.