GOLDSTEIN: Canadians want bread not FIFA circuses

Amid a record food bank use, government subsidies of an event where the cost of a ticket is hundreds to thousands of dollars is an example of governments confusing what is "nice to have" for the few with the "need to have" for the many.

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Published Jun 13, 2026  •  Last updated 7 hours ago  •  3 minute read

The FIFA World Cup 2026 Group B match between Canada and Bosnia and Herzegovina Toronto Stadium ended in a 1-1 draw on Friday, June 12, 2026. Photo by Hyungcheol Park /Postmedia Network

If there was ever a case of the emperor having no clothes, it comes in the orgiastic celebration of the FIFA Men’s World Cup by the political, business and sporting elites in Canada promoting it, versus the views or ordinary citizens paying for it.

While Canada’s first ever World Cup point on Friday by tying Bosnia and Herzegovina 1-1 in Toronto was no doubt thrilling to soccer fans, far more Canadians question whether the $82-million cost to taxpayers for staging that one game was worth it.

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Ditto the total $1.07 billion estimated public cost, according to the parliamentary budget officer, of staging 13 games in Canada – seven in Vancouver and six in Toronto during the World Cup tournament from June 11 to July 19 – with the feds spending $473 million and the Ontario, B.C., Vancouver and Toronto governments $593 million.

None of this is surprising at a time when Canadians consistently report that the cost of living is their number one concern.

Amid a record use of food banks, government subsidies of an event where the cost of a single ticket is hundreds to thousands of dollars is a classic example of governments confusing what is “nice to have” for the few with the “need to have” for the many.

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Increased economic activity and tourism?

Proponents of holding mega sporting events like the World Cup typically tout enormous financial benefits of doing so in terms of increased economic activity and tourism.

But an independent study of 14 World Cup tournaments between 1996 and 2018 conducted by University of Lausanne researchers in 2022, found all but one posted a deficit – 92% ended up in the red.

“As we have adopted a conservative approach for calculating costs, these percentages should be understood as lower bounds,” the study concluded. “These events suffer from what can be called a ‘structural deficit’, that is, a deficit that is persistent and systematic.”

While FIFA and the governments of countries and cities hosting World Cup events typically churn out studies claiming huge economic benefits, many economists are skeptical of them, noting claims of increased tourism and boosted economic activity fail to factor in potential visitors who avoid the country or city in which the games are being held because of higher prices, increased traffic and transit congestion and other disruptions caused by the event.

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Similarly, claims of long-term increases in tourism and economic activity as a result of hosting the games are often intangible and difficult to measure.

Overwhelming disdain for FIFA tournament

An Angus Reid survey of 1,803 adults living in the two Canadian host cities conducted May 7 to 11, revealed an overwhelming disdain for the FIFA tournament and the hype surrounding it.

Seven-in-10 residents surveyed in the Greater Toronto Area and 72% in Metro Vancouver said holding the games was not worth the cost to taxpayers.

In both the GTA and Metro Vancouver, more people said they were “disinterested” in watching matches (59% and 51% respectively) than those excited about seeing them (39%, and 34% respectively).

Sixty-eight percent in the GTA and 69% in Metro Vancouver said they cause too much disruption for city residents.

Seventy-four percent in the GTA and 57% in Greater Vancouver don’t trust their provincial governments to be transparent about the total costs of hosting the games.

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Fifty-eight percent in the GTA and 60% in Metro Vancouver say the same thing about their municipal governments.

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Mostly benefits FIFA, sponsors and big business

Four in five residents in both cities believe hosting the games will mostly benefit FIFA, sponsors and big business.

Seventy-six percent in both cities object to cancelling local summer festivals and gatherings that compete with FIFA events.

Almost 80% in both cities object to FIFA receiving most of the ticket, sponsorship and broadcast revenues.

Fifty-two percent in the GTA and 46% in Metro Vancouver disagree with street closures and special traffic routes for teams, officials and FIFA executives.

Eighty-seven per cent in the GTA and 83% in Metro Vancouver disagree with using taxpayers’ money to cover cost overruns.

Seventy-three percent in the GTA and 67% percent in Metro Vancouver disagreed with their governments keeping contract details confidential during negotiations.

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