Whether you call it soccer, football, le football, fútbol, futebol, fudbal, fußball, 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. 

As the World Cup kicks-off for co-host Canada and former 91ÑÇÉ« 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’s journey in Toronto, Vancouver and possibly beyond as Canada co-hosts the men’s FIFA World Cup tournament for the first time. Like the men’s Canadian team, this is Setlur’s 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

More interview opportunites:

• U.S. born Associate Prof. and Sport Management Program Coordinator Sarah Zipp is available to comment on Canada and U.S.'s contrasting World Cup host narratives.

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91ÑÇÉ« 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. 91ÑÇÉ«'s Glendon Campus is home to Southern Ontario's Centre of Excellence for French Language and Bilingual Postsecondary Education. 91ÑÇɫ’s campus in Costa Rica offers students exceptional transnational learning opportunities and innovative programs, and Markham Campus is home to 91ÑÇɫ’s Sport Management program. Together, we can make things right for our communities, our planet, and our future.

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

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Feb. 12, 2026, TORONTO – As 91ÑÇÉ« is getting ready to cheer on alumna and former 91ÑÇÉ« Athletics track-and-field star Cynthia Appiah, who will start competing this Sunday at the 2026 Milano Cortina Winter Games in the Women’s Monobob for Team Canada, 91ÑÇÉ« marketing expert is available to speak on marketing at the Olympics, including opportunities for athletes in niche sports and how brand and marketing plans are shaping up as we enter the second weekend of the Games.

Vijay Setlur is a marketing instructor at 91ÑÇɫ’s Schulich School of Business specializing in sports and tourism marketing. Setlur has commented hundreds of times in the media on dozens of international and high-profile sporting events, including the Paris 2024 Summer Olympics, FIFA World Cup Qatar 2022 and the 2022 Winter Olympics in Beijing. He is also a freelance soccer analyst and former soccer journalist, and a consultant for Concacaf (Confederation of North, Central America and Caribbean Association Football).

Setlur is available to comment on:

• Athlete marketing and branding
• Sponsorships and the Olympic games
• TV ratings and viewership of the Games
• Tourism opportunities coming out of the Olympic Games

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91ÑÇÉ« 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 success. 91ÑÇÉ«'s fully bilingual Glendon Campus is home to Southern Ontario's Centre of Excellence for French Language and Bilingual Postsecondary Education. 91ÑÇɫ’s campuses in Costa Rica and India offer students exceptional transnational learning opportunities and innovative programs. Together, we can make things right for our communities, our planet, and our future.

Media Contact: Emina Gamulin, 91ÑÇÉ« Media Relations, 437-217-6362, egamulin@yorku.ca

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With the Toronto Blue Jays returning home for the World Series on Friday, the city is preparing for an influx of fans and celebrations across the downtown core. Adding to the excitement, Game Six in Toronto will coincide with Halloween night — bringing together thousands of baseball fans and costumed revellers for one of the busiest nights of the year.

From crowd safety and emergency planning to consumer behaviour and the economics of major sporting events, 91ÑÇÉ« experts are available to provide insight into how large-scale events impact Toronto's communities, businesses and public spaces.

is an associate professor of Disaster & Emergency Management. His research examines disaster response operations, hazard mitigation, and non-routine emergencies, including mass violence and terrorism, as well as representations of disaster in popular culture. Rozdilsky also provides media analysis on public safety and preparedness for mass gatherings, such as and major sporting events.

He is available to comment on:

• Public safety and emergency planning for the World Series in Toronto
• Crowd management, hazard mitigation, and response to potential fan unrest or riots

is a marketing instructor at the Schulich School of Business whose work focuses on the sport and tourism industries. He provides commentary on consumer behaviour, fan engagement, brand management, sponsorship marketing, event management, marketing communications, strategy, and the use of popular culture in sport marketing. In his course, Vijay has partnered with 159 leagues, teams, governing bodies, venues, media companies, and more on strategic partnerships that have enabled his students to work on marketing consulting projects that address challenging issues facing organizations.

He is available to comment on:

• Merchandising trends and brand management — for example, rising demand for Blue Jays merch and issues around unauthorized logo use
• Marketing and tourism opportunities surrounding the World Series in Toronto, including the impact of the club's success on the Blue Jays' brand and commercialization (ticket sales, sponsorship, merchandise) and the event's impact on the city's visitor economy and place brand

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