UM and FanDuel embrace Canada’s multicultural identity with “Dual Fan,” a campaign recognizing split soccer allegiances just in time for the World Cup 2026. The initiative features limited-edition dual-sided scarves pairing Canada with the tournament’s 47 competing nations. Research commissioned by FanDuel reveals that 43% of Canadian soccer fans plan to support multiple nations, balancing national pride with family heritage and cultural ties abroad.
The scarves are being seeded to influencers and distributed at watch parties and fan events throughout the tournament. The broader campaign spans broadcast, out-of-home, digital, and experiential activations.
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