Don’t step in prairie mud pies: advice for Canada Soccer
TORONTO – Whoever is suicidal enough at Canada Soccer (CS) to admit to having designed and implemented a patently juvenile stunt that ended up offending an entire community of soccer lovers should admit to having “stepped in it,” apologize and move on. Instead, the communications chief for CS hit the digital world with a this what we meant to do act of contrition interspersing every negative comment with visuals of the offending original kit – in the pics below, from Canada Soccer social media.
On April 8, 2026, CS President Peter Augruso sallied forth with a Canada Soccer Community Update to deflect by concentrating on the outcome of a March 28, 2026 meeting of the Board [when they must have approved the “bonehead move” to insult the Italian soccer community] to update “a few business opportunities”. He added a link to audited financial statements for good measure. Mr. Augruso cautions that “a detailed review of the 2025 financial results and the 2026 budget will be provided […] at the May 2, 2026, meeting”.
So far, CS admits to ending Fiscal 2025 with a deficit of $1,438,032.00, an improvement of $2,404, 594.00 over the previous deficit in Fiscal 2024 of $3,996,362.00. It is probably related to raised interest by, and anticipated revenue from, the FIFA World CUP, and by continuing growth in “philanthropic support” associated with donations to its charitable Foundation.
At least they acknowledge that this may be a “one-time bump up” because they project approximately sixty-two million dollars in revenues for 2026, tempered by about fifty-five million dollars in expenses. It does not seem like an excessive amount for thirteen games to be played in two stadia (Toronto and Vancouver).
Every fan helps. Especially when Canada Soccer avows that it spends ninety cents of every dollar it earns. Based on their own projections, CS may even have a surplus of $6,555,000.00 at the end of the FIFA Cup tournament on which to build for future programs.
If the reactions on-line and into our newsroom are any indication, the launch of the “Our Game Now” brand campaign falls short of any goals aimed at fan expansion. Corriere’s history with the beautiful game outstrips that of any other northamerican daily medium since its inception in 1954. It does not need lessons in the equating of “national pride” and athletic achievements.
Mr. Augruso (in the pic below, from canadasoccer.com) may wish to consult those he deprecates to ensure the success of the unique opportunity Canada has been handed.
