As Toronto prepares for a massive summer of international football, FanDuel Canada and Toronto-based creative studio OneMethod have launched a campaign built around a distinctly Canadian insight: many football fans here don’t support just one national team during the tournament.
Instead, they support Canada alongside another country tied to their heritage, family background, or personal fandom.
The campaign, called “Dual Fan,” transforms that behaviour into a series of limited-edition dual-sided football scarves pairing Team Canada with each of the other 47 participating nations. The limited series makes layered fandom visible in a way supporters can wear with pride throughout the tournament.
The work is supported by new Angus Reid research commissioned for FanDuel showing that 43% of Canadian football fans plan to support more than one nation during this summer’s tournament. Heritage and family connection emerged as the primary drivers behind second-team support. The campaign also draws from Canada’s broader multicultural reality, including more than 8.3 million newcomers and connections to over 200 nations worldwide.
“Canada’s relationship with international football is unique because so many fans here carry multiple identities at once,” said Max Sawka, Managing Director & EVP at OneMethod. “You can grow up in Canada while still feeling deeply connected to another country through heritage, family, or culture. Dual Fan was inspired by that layered fandom and designed to make it visible in a way people can wear proudly throughout the tournament.”
The scarves are being seeded to influencers, integrated into watch parties, fan gatherings throughout the tournament, and featured in a FanDuel-wrapped streetcar giveaway. The Dual Fan scarf execution is part of FanDuel’s broader “We All Speak Footy” platform, which spans broadcast, out-of-home, digital, and experiential activations across the city.
The Stats Behind the Fandom
According to new Angus Reid research for FanDuel*
- 43% of Canadian football fans plan to support more than one nation during this
summer’s international football tournament
- Top drivers of second-team support include heritage (37%) and family
connection (21%)
- Top three teams Canadians will be cheering for alongside Canada are England
(39%), Germany (19%) and Brazil (18%)
* Research methodology:
These are the findings of a study/survey conducted by from May 8-12 among a nationally representative sample of 1,496 online Canadians who are members of the Angus Reid Forum. The survey was conducted in English and French. For comparison purposes only, a probability sample of this size would carry a margin of error of +/- 2.5 percentage points, 19 times out of 20.
**43% of Canadian surveyed participants planning to follow this summer’s international football tournament reported they plan to support more than one nation.
