OTTAWA — In a powerful display of strategic diplomacy, Canadian Prime Minister Mark Carney has leveraged the World Cup's global stage to push Canada forward as a significant player on the world scene. His recent speech at Davos, where he urged middle powers to assert their strength against global hegemons, has reinvigorated Canada’s role as a convening power on the international stage.

With the eyes of billions tuned into the World Cup matches, including a key game hosted in Toronto between Germany and Côte d'Ivoire, Canada is seizing this unprecedented opportunity to showcase its strengths. Adam van Koeverden, Canada’s Secretary of State for Sport, emphasized the nation's readiness for global business engagements. "We’re taking advantage of the reality that all eyes will be on Canada for the next couple of weeks throughout the FIFA tournament… and we want to continue to reinforce relationships, make new friends [and] meet new corporate partners,” he stated.

The Carney government is not just focusing on sports but is also setting ambitious economic goals. Plans to construct new oil pipelines, rail, and port expansions underline efforts to unlock new wealth amidst ongoing tariff challenges and annexation threats from the United States. A combative U.S. President Donald Trump's stance has inadvertently assisted Carney in promoting Canada as a stable and reliable investment destination compared to a currently unpredictable United States.

A significant part of these efforts includes the upcoming Canada Investment Summit, scheduled for September. The summit aims to attract the "world’s largest investors" to help raise C$1 trillion over the next five years, a move that aligns with Carney’s vision of adapting to global economic shifts and securing a prosperous future for Canada.

In addition to economic ventures, Canada is also planning to expand its sports infrastructure, potentially increasing its capacity to host global sporting events, despite the Toronto Stadium being the smallest among the World Cup’s 16 host cities with a 43,000-seat capacity.

Sharon Bollenbach, executive director of the FIFA World Cup 2026 Toronto Secretariat, highlighted Toronto's cultural vibrancy and diversity as its unique selling points. "We speak 250 languages in our city," she remarked, adding that Toronto’s everyday optimism and energy are what set it apart from other multicultural cities like Los Angeles.

However, the expected tourism boom from the World Cup has been slower than anticipated, according to Sara Anghel, president and CEO of the Greater Toronto Hotel Association. She noted that many game tickets in Toronto were purchased by locals, and the influx of global visitors was less than expected. This has affected the usual business tourism which typically peaks in June.

As Canada navigates these challenges, the global spotlight from the World Cup and the strategic positioning through the Investment Summit could very well redefine Canada's role on the world stage, turning its soft-power flex into a long-term gain.