The FIFA World Cup kicks off June 11, 2026 with Canada facing Bosnia and Herzegovina. And while the game is in Toronto, there’s plenty of opportunities for local businesses to benefit and get involved.
This monumental sporting event will see an influx of visitors to Pickering and Ajax. Hotels are anticipating higher occupancy rates and increased demand. Restaurants, shops, and tourist attractions will benefit from the fans as well.
“It may be difficult to measure the impact for our local businesses as visitors aren’t likely to share that they’re here for the World Cup,” said Sadiya Qureshi, interim Executive Director, Ajax-Pickering Board of Trade. “One obvious clue may be that they’re wearing their favourite team’s jersey.”
Businesses are encouraged to add special promotions and adorn their storefront windows with signage celebrating the World Cup and Team Canada.
In fact, did you know one of Team Canada’s players is from Ajax and another is from Pickering?
Derek Cornelius of Ajax plays professionally with the Rangers in the Scottish Premier League and has been a member of the Canada’s national team since 2018. The centre back represented our side in the 2022 FIFA World Cup.
Dayne St. Clair of Pickering plays professionally for Inter Miami and has been a member of Canada’s national team since 2021. The goaltender also played in the 2022 FIFA World Cup.
Let’s show hometown pride and feature our local players in your promotions and signage.
We’re pleased to provide this poster (see image below) as an option for our members. You are welcome to
“If you decide to produce your own signage, ads, social, or menus, signage, be aware that FIFA considers a range of brand assets, such as official logos and wordmarks, host city logos and slogans, and the trophy imagery as international property,” said Sadiya. “Only FIFA Rights Holders are permitted to use the international property for commercial purposes.”
Click here for a larger, printable image of the above poster.
