Canada Soccer has unveiled a groundbreaking philanthropic initiative in partnership with Infinity Records, appointing Grammy-winning producer Boi-1da as its first National Teams Music Ambassador. The announcement at a media event in downtown Toronto introduced Perfect Pitch, a music collaboration creatively directed and executive produced by Boi-1da.
“Being able to combine two things that I have a deep passion for – music and Canadian soccer – has always been something that I wanted to do. It’s an amazing feeling to spearhead an initiative that allows me to create a musical identity for a program I admire. It makes things even better for me that proceeds will go towards such a fulfilling cause. Everything about this moment is special,” said Boi-1da.
“Music and sports share an undeniable synergy—both have the power to ignite passion, bring people together, and create unforgettable moments,” said Infinity Records Head of Label Operations, Jerry Deifer. “Whether it’s the energy of a stadium anthem or the intensity of a locker room playlist, music amplifies the spirit of competition. This collaboration isn’t just about soundtracking the game; it’s about building culture, driving engagement, and inspiring the next generation of athletes and fans alike.”
Perfect Pitch will unite Canadian musical talent and soccer fans through anthems celebrating the passion for music and the sport. As Canada gears up to co-host FIFA World Cup 26™, proceeds from the program will benefit the Canada Soccer Foundation, supporting youth soccer development nationwide.
“The announcement of these two philanthropic initiatives marks further progress for our organization as we continue to build our fundraising efforts in order to invest in the future of Canadian soccer,” said Kevin Blue, CEO of Canada Soccer.
Additionally, Canada Soccer introduced an enhanced version of its CanadaRED fan club, which now serves as a fan engagement and annual giving fund directly tied to the Foundation. CanadaRED members will have access to FIFA World Cup 26™ ticket lotteries, with tiered contributions unlocking exclusive benefits.
The event featured a panel discussion led by TSN’s Matthew Scianitti. It included Canada Soccer CEO Kevin Blue, Men’s National Team head coach Jesse Marsch, Women’s National Team head coach Casey Stoney, Infinity Records’ Jerry Deifer, and Boi-1da. Industry leaders, national sports media, and Canada Soccer partners were also in attendance, highlighting the Federation’s commitment to leaving a lasting legacy for the next generation of Canadian soccer stars.