Bob Mackin
Did Vancouver city hall’s World Cup host committee score any revenue under FIFA’s new local sponsorship program?
On May 21, City of Vancouver announced Musqueam, Squamish and Tsleil-Waututh first nations, Concord Pacific, Coke Bottling Canada, Bell, TransLink, Science World and PNE as “Host City Supporters.” Each one had a pre-existing relationship with city hall and/or FIFA.
Five of the host city supporters responded to theBreaker.news, but only one — the site of the FIFA Fan Festival — commented on the terms of its agreement.
“We are spending $0 to be a part of the program,” said PNE spokesperson Laura Ballance. “We are getting our logo listed whenever FIFA host committee mentions host city supporters. We are getting zero tickets and zero suites for being a host city supporter.”
Bell, parent of official broadcasters CTV and TSN, would not disclose details. Spokesperson Éliane Légaré.said the company’s roles are “delivering advanced network connectivity to supporting fan experiences across the city.”
Representatives of the Squamish Nation, Musqueam Indian Band and Science World refused to comment and referred questions to City of Vancouver.
Won’t be 10
Each host committee is allowed up to 10 local supporters, but none can directly compete with an existing FIFA partner.
“We do not anticipate any additional host city supporters being announced,” said David Harrison of the host committee office.
The supporters contribute money and/or budget-relieving goods or services, FIFA does not set the values of the agreements and they do not follow a uniform pricing model, Harrison said.
“Each supporter’s’ level and form of contribution varies, and the individual partnership arrangements are confidential.”
Science World, undergoing a transformation into a giant Adidas Trionda World Cup ball. (Mackin)
Risks and uncertainties
City hall spent $14.4 million to buy 7,400 tickets, lounges and suites for resale under the host city supporters and host city champions programs. It has not disclosed results.
In the B.C. government’s June 2025 World Cup budget estimates, one of the “risks and uncertainties” was “less-than-planned net revenue from the host city commercial program due to lower market demand.” The report did not forecast the program’s net revenue.
The NDP government is expected to release a budget update after the spring Legislative session closes May 28.
Ontario deal
In Toronto, the host committee signed up Humber Polytechnic, Ontario Lottery and Gaming Corporation, Ontario Power Generation (OPG) and Toronto FC.
OPG’s April 2025 agreement, obtained by theBreaker.news under freedom of information, includes a partly censored clause about tickets. Tickets acquired by a host city supporter may not be used for promotional purposes and can only be allocated to bona fide, privately invited guests. FIFA reserves the right to cancel any tickets issued or purchased and/or withhold ticket allocations.
The deal included brand recognition at the one-year countdown last June and the 100-day countdown in March, premium access to the tournament draw viewing party in December and the FIFA World Cup trophy tour in May. Also, access to “an Ontario-restricted media package comprised of television, radio, digital advertising, or out-of-home advertising valued at $250,000.”
The deal tightly regulates how the supporter can communicate about being a supporter — specifically, not without FIFA and host committee approval. The supporter shall avoid any unethical conduct and not do anything to embarrass FIFA or jeopardize its reputation.
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