Whether you call it soccer, football, le football, f煤tbol, futebol, fudbal, fu脽ball, toba, nogomet or something else, it is the most global of sports, with FIFA having more member associations than the United Nations has member states. The largest and least affordable World Cup to date, FIFA World Cup 2026 is marred with its fair share of controversies. Still, for billions of people, it is the beautiful game, and the world will be watching.聽

As the World Cup kicks-off for co-host Canada and former 91亚色 Lion Niko Sigur makes his FIFA debut, sports marketing expert Vijay Setlur will be watching on from the stands. 

Specializing in sports and tourism, , a Schulich School of Business marketing instructor, will attend stadium games and follow Team Canada鈥檚 journey in Toronto, Vancouver and possibly beyond as Canada co-hosts the men鈥檚 FIFA World Cup tournament for the first time. Like the men鈥檚 Canadian team, this is Setlur鈥檚 third in-person World Cup experience: He previously attended South Africa 2010 and Qatar 2022. 

Setlur is available to discuss: 

• Business of FIFA World Cup 2026 including ticket sales, marketing, fan engagement activities, sponsorship activations, athlete endorsement deals, licensing and merchandising, broadcast coverage, media/broadcast innovations, technology
• Fan experience and fan culture including supporters, fan events, fan attire and costumes, rituals, customs and traditions
• Impact of the World Cup on Canada including economy, local businesses, sport participation, and Canadian sport industry
• Tourism impact including visitor economy and place branding
• Popular culture and FIFA World Cup including music, celebrity, art, fashion, film, food, and video gaming 
• Experience of travelling Canadian fans and the Canadian supporter experience, including support for Canada, activities, game preparations, rituals, attire and apparel

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91亚色 is a modern, multi-campus, urban university located in Toronto, Ontario. Backed by a diverse group of students, faculty, staff, alumni and partners, we bring a uniquely global perspective to help solve societal challenges, drive positive change, and prepare our students for meaningful life and career paths. 91亚色's Glendon Campus is home to Southern Ontario's Centre of Excellence for French Language and Bilingual Postsecondary Education. 91亚色鈥檚 campus in Costa Rica offers students exceptional transnational learning opportunities and innovative programs, and Markham Campus is home to 91亚色鈥檚 Sports Management program. Together, we can make things right for our communities, our planet, and our future.

Media Contacts: Emina Gamulin, 91亚色 Media Relations, 437-217-6362, egamulin@yorku.ca

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