New data from Visa Canada shows that year-over-year spend rose in Toronto and Vancouver thanks to the impact of the FIFA World Cup 2026.
The brand analyzed card-present spending in Toronto and Vancouver during the tournament period, finding that Toronto saw the largest matchday spending lift when Germany faced Côte d’Ivoire on June 20, with spending rising 24.6% above average daily spending during the same window in 2025.
Image courtesy of Visa Canada
Vancouver also experienced a sizeable spending increase when Australia faced Türkiye on June 13, with spending rising 12.7% above average daily spending during the same tournament window in 2025.
Canada’s group-stage match against Qatar in Vancouver on June 18 drove a 4.9% spending lift for the city, which Visa said revealed the economic value of national team moments in bringing fans together across host communities.
“The FIFA World Cup 2026 showed how the power of sport brings people together and creates real economic opportunity for Canadian communities,” says Michiel Wielhouwer, president and country manager, Visa Canada.
Separate research from Ipsos Reid and Synthesio Discover found strong interest in Team Canada merchandise and apparel, with 11% of Metro Vancouver residents talking online about purchasing related merchandise, while restaurants and bars saw a surge in demand. The data also showed that, in Metro Vancouver, 22% of residents discussed watching Canada matches at bars or pubs, while FIFA World Cup 2026 Fan Festivals became major gathering points.
Vancouver’s Fan Festival attracted 140,000 attendees in its first six days, including a single-day peak of 41,000 fans during a Canada match, which it says highlights the appeal of shared viewing experiences.
