How long after the FIFA World Cup leaves North America will we understand its legacy?

Has your FOMO maxed out from reading all the "what I learned at Cannes" posts?

I know it's no consolation, and somewhat bougie of me to say, but I was there for the entire glorious week, and I have FOMO for all the stuff I missed.

Last week in Vancouver, I fell in love. Again.

In love with Vancouver? Maybe.

Later this week, across the three countries currently known as North America, but some may call the Divided Americas, the largest and most important sporting event in the world will descend for the second time.  

It seems every day, Vancouver is getting closer to proving out its official FIFA World Cup slogan. 

I am in town this week for some of our son’s graduation from UBC and am squeezing in a few SponsorshipX prep meetings and feeling it on the ground. Industry media is also feeling it. 

16 cities. 104 matches. Here is what is actually happening on the ground.

 If you were one of the 805,000 record-setting fans who attended the NFL Draft in Pittsburgh last weekend, you experienced much more than a sporting milestone. 

I spent two and a half days at the 2026 Canadian Arts Summit, organized by Business/Arts and the Banff Centre for Arts and Creativity. I was a panellist and by default, an avid attendee. I love immersing myself in conferences. One delegate asked me why I stuck around after my talk. I said to learn! 

There is no question that, as business leaders, we use an overwhelming amount of sports analogies.

Is that because so many business leaders come to their roles after occupying similar positions in their playing career, even if it was their high school team?

I am risking massive trademark issues by adding the ROI acronym to the Roman numerals representing the 2026 Super Bowl.

Hopefully, the event's patrons, who likely generated something in the neighbourhood of US$600 million for the Bay Area, will forgive me.