
After Canada’s 1-0 men’s World Cup knockout win over South Africa, Jesse Marsch pulled his players together and told them, “you are Canadian heroes.”
“Canadian heroes for the future children of this country who play this sport,” he told the huddle, with a camera and a mic at full attention. “This sport has a big future because of you guys. You should be so proud of who you are.”
This moment has already ricocheted around headlines and promo packages alike, and whether it was spontaneous or performative has also been debated, including by Marsch himself, immediately after the press conference, who said “frankly, I don’t give a shit,” before the ink had already dried on the moment itself.
When I first heard it, filled with elation after the win as people cleared out of a watch party on Saint John’s waterfront, I thought, “wow, Jesse is cutting a promo,” in a wrestling sense: talking people into the building, creating a moment designed to further pull casual Canadian sports fans into the team’s orbit.
This conscious sense of mythmaking has been an undercurrent of a World Cup campaign for Canada’s men’s national team that already felt dreamlike from the moment that a ball was kicked in “Toronto Stadium” and descended into delirium when a team which had never recorded a win in the tournament ran up the biggest margin of victory ever recorded by a non-European or South-American team.
It has been a surreal experience, after years following the ins and outs of North American soccer, to see something as arcane, and, honestly, as nerdy as CONCACAF blown up on the international stage. You can get chips at the grocery store with Richie Laryea and Nathan Saliba’s face on it. That’s worlds away from when I first started watching in the late 2000s, when you had away matches that didn’t get a Canadian broadcast and had people listening to St. Vincent radio, hearing ads for “Philip’s Bakery” and goofing about them online.
In those years, the feeling as fans was that we were almost there, but the moment where we arrived never came. Despite strong showings in Gold Cups (Atiba was onside, by the way), the very talented men’s teams of the 2000s and 2010s somehow saw the wheels fall off when it came to World Cup qualifying time.
The Canadian women’s team saw those barriers bend and break when it came to the Olympics, defeating top-ten teams en route to bronze in 2012 and 2016 as well as gold in 2021, bringing joy to supporters and drawing in a new generation of fans. But the men’s team was still shut out of the World Cup, weighed down by nightmares like the 8-1 loss to Honduras which ended their 2014 qualifying campaign.
The glee of qualifying for the 2022 men’s World Cup was a new frontier, with a sense of banishing those bad memories and proving that with players like Alphonso Davies and Jonathan David, we had established ourselves on the same level as Mexico and the U.S., who had themselves been established as a regular part of the international firmament.
But just like in 1986, the national team went in and out of the World Cup without a win or a draw, with Davies scoring Canada’s first-ever goal as the only milestone to move, even as Croatia demolished them 4-1 and barred the path to the knockout rounds. Even then, that tournament felt like a dress rehearsal for this one. An endless series of tuneups and trials that included semifinal runs in the 2024 Copa America and 2025 CONCACAF Nations League, but saw Canada’s best racing to fitness as the opening day approached.
Now, Canada is on the biggest stage there is, and so many of those invisible barriers have fallen. Cyle Larin scored Canada’s second-ever goal at the tournament (not counting own goals) as Canada eked out a draw against Bosnia and Herzegovina, who themselves had knocked out Italy in qualifying.
Then, the power and violence of Canada’s 6-0 shellacking of Qatar in Vancouver, which had a sense of joyful disbelief up until the moment you could hear Ismaël Koné’s leg break. It was heartbreaking, and it was personal, and when Koné’s replacement, Saliba, scored Canada’s fourth moments later and held up his No. 8 jersey, something shifted.
Canada had an edge now, and something to fight for. The Reds never let up on Qatar, and ended up with the kind of scoreline reserved for Germany at World Cups. This was no longer a question of whether Canada could prove themselves at the men’s World Cup, but an invitation for fans to think, how far can we go?
The mythmaking of the moment started immediately, with stories that surgeons watching the game at home had rushed to the hospital to tend to Koné and fans printing out No. 8 placards to show at the next game.
In the knockout rounds, South Africa frustrated Canada and, for 90 minutes, successfully executed a strategy that required their opponents to attack so Bafana Bafana could hit on the counter. A grueling extra time and the uncertainty of penalties loomed before Stephen Eustáquio chested down a rebound, hit it on the half-volley and suddenly, tension quickly snapped into the release of realizing that not only could Canada win, they were going to.

There are a lot of reasons to want to hedge this, to clear-headedly downplay it. Group stage qualification as a host seeded in Pot 1 was an easier target than in 2022, when the Reds had the lowest seeding in Pot 4. Qatar was ranked 24 spots lower than Canada and at nine men when the last three goals went in. After losing to Switzerland in the final group stage game, Canada still has not pulled off a result against a team ranked better than them.
There is also the question of Alphonso Davies, Canada’s co-captain who has been out with a hamstring sprain with Bayern Munich in the Champions League semifinal in May. He is the team’s best-known player and talisman, and his threat was enough for Marsch to name him as a substitute against Switzerland just to make them have to plan around him.
He was held off till late against South Africa, all eyes firmly on penalties, and it’s hard to imagine not being off-speed making your return in the fast, desperate part of a knockout game. But even if he wasn’t great, he was pretty good, made a few runs and provided the electricity that pushed the team up a level. His presence in the squad, likely as a substitute, will do so again as Canada face down a team in Morocco who beat them at the last men’s World Cup.
That match was giddy and loose, with Morocco taking a lead through a freak early chip of the keeper, doubling it on the counter. Canada drew one back after Sam Adekugbe’s low-driven shot was redirected in for an own goal and Atiba Hutchinson was left watching in disbelief as a possible tying goal bounced off the crossbar, the goal line and back out.
The Atlas Lions were on their own dream run then to the World Cup semifinals and are now a known quantity in the top ten of the world rankings. They will only be better now than they were then, but for four years, Canada has been rehearsing off that loss, and on Saturday they will be given the biggest stage they’ve ever had to show their results.
So if a moment like Marsch’s post-match promo feels stage-managed, it is, and if “Canadian heroes” feels like schmaltzy Canadian Tire commercial material, it is. But what is at stake for Canada on Saturday is the chance to define themselves through more history-making moments, and to finally feel as though they have arrived, checking almost all the boxes you could imagine leading into the tournament.
Winning, and securing a spot in the quarter-final, was too large an idea to even think about a month ago.
But now, we can dream about it.

