Canada Soccer relied on philanthropy to hire national team coaches Jesse Marsch and Casey Stoney. It has also allowed the governing body to double its 2025 youth teams’ budget from the 2024 number.

Now it is looking to make philanthropy a pillar of its revenue-generating system.

The governing body has launched Canada Rising, a new Canada Soccer Foundation campaign with a goal to raise $25 million by the end of 2027. Proceeds will go to “the national team system, coaching excellence and youth-facing programming to help increase access to soccer.”

Kevin Blue, Canada’s CEO and general secretary, says while the governing body is looking to improve all of its revenue streams, Canada Rising is a bid to raise awareness as well as funds when it comes to philanthropy.

“This is not something tha

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