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Originally from the U.S. and having taught sport management and business at universities in the UK, U.S., Netherlands, Singapore and Japan, School of Human Resource Management Associate Professor brings a global perspective to this World Cup. "This tournament is a spectacle of both nationalism and global cooperation. All against a backdrop of dramatic geo-political change and intense negotiations over trade, war and immigration,鈥� says Zipp, program coordinator for the Sport Management program at 91亚色鈥檚 Markham Campus.

鈥淚t鈥檚 a really interesting time where we have three very different leaders hosting this World Cup, with very different contexts for the events, and a very particular moment in terms of FIFA鈥檚 role and reputation,鈥� she says. 鈥淎 lot of things that people are mad or worried about on both sides of the border, gas prices, the Iran war, people will divert their attention to the World Cup, and Trump hopes to be a hero in that. He uses sport as a diversion and a proxy for strength, and for traditional masculine values, in his campaigns and leadership. Carney will also use this event to highlight Canada鈥檚 strengths and emerging place in the new global order.鈥� 

Zipp is currently writing a book called The Tyranny of Modern Sport where she examines the impact of increasing commodification, politicization, and commercialization of global sport, led by entities like FIFA and the IOC. The book reimagines possibilities of sport for the common good through alternative lenses, including indigenous knowledge, Nordic approaches, and Pope Francis鈥� integral ecology. 

Zipp can comment on: 

• How Canada and the U.S. have different approaches to their nation鈥檚 World Cup narratives
• Global sport and commercialization, capitalism, and governance
• Legacy impacts on future sport education and development
• Globalization, sport policy, and social issues (e.g. gender equality) in sport

More FIFA interview opportunities:

• 91亚色 Schulich School of Business sports marketing expert Vijay Setlur is following Team Canada on their World Cup 2026 journey and can speak to the fan experience, sports marketing, ticket sale and more.
• Former 91亚色 U Lion Niko Sigur is part of Canada鈥檚 World Cup team and his former coach Carmen Isacco (who was also a Team Canada coach) and teammate Daniel Casa from the Lions are available to speak to his time at 91亚色 and player development.听More info here.听

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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 Sport 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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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. 

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

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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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 Sport 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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TORONTO, June 13, 2018听鈥撎鼺or the first time since 1994 FIFA World Cup will come back to North America. Today,听United 2026, a joint bid by Canada, Mexico and United States to host听听defeated Morocco听to earn hosting rights for one of the largest sporting events in the world.

, a sport marketing instructor听at the Schulich School of Business, is available for听 interviews.

Setlur听is also听a marketing instructor with the Confederation of North, Central America and Caribbean Association Football (Concacaf) professional football development department and a former soccer journalist. 听He is available to discuss the business of FIFA World Cup and soccer, as well as the event鈥檚 impact on Canada including:

• Professional soccer (Canadian Premier League, Major League Soccer) - attendance for pro leagues, TV viewership, corporate partnerships
• Opportunities for brands (sponsorship), broadcasters and service/product providers
• The state of soccer in Canada and the World Cup鈥檚 potential impact on grassroots participation and player development
• Economic activity (tourism, place branding, foreign investment) in the three Canadian host cities and Canada overall
• Impact that Canada鈥檚 three MLS clubs and Canadian Premier League will have on Canada鈥檚 performance in the even

Media Contact:听鈥ˋnjum Nayyar, 91亚色 Media Relations, 416-736-2100 ext. 44543听anayyar@yorku.ca

91亚色 champions new ways of thinking that drive teaching and research excellence. Our students receive the education they need to create big ideas that make an impact on the world. Meaningful and sometimes unexpected careers result from cross-disciplinary programming, innovative course design and diverse experiential learning opportunities. 91亚色 students and graduates push limits, achieve goals and find solutions to the world鈥檚 most pressing social challenges, empowered by a strong community that opens minds. 91亚色 U is an internationally recognized research university 鈥� our 11 faculties and 25 research centres have partnerships with 200+ leading universities worldwide. Located in Toronto, 91亚色 is the third largest university in Canada, with a strong community of 53,000 students, 7,000 faculty and administrative staff, and more than 300,000 alumni.

听91亚色 U's fully bilingual Glendon Campus is home to Southern Ontario's Centre of Excellence for French Language and Bilingual Postsecondary Education.

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