{"id":64782,"date":"2026-05-28T15:10:24","date_gmt":"2026-05-28T15:10:24","guid":{"rendered":"https:\/\/www.europesays.com\/canada\/64782\/"},"modified":"2026-05-28T15:10:24","modified_gmt":"2026-05-28T15:10:24","slug":"fanduel-taps-into-canadas-dual-fandom-culture-with-collectible-football-scarves","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/canada\/64782\/","title":{"rendered":"FanDuel taps into Canada\u2019s \u2018dual fandom\u2019 culture with collectible football scarves"},"content":{"rendered":"<p class=\"wp-block-paragraph\">As Toronto prepares for a massive summer of international football,\u00a0FanDuel Canada\u00a0and Toronto-based creative studio\u00a0<a href=\"https:\/\/onemethod.com\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">OneMethod<\/a>\u00a0have launched a campaign built around a distinctly\u00a0Canadian insight: many football fans here don\u2019t support just one national team during the tournament.<\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" width=\"1080\" height=\"1350\" src=\"https:\/\/www.europesays.com\/canada\/wp-content\/uploads\/2026\/05\/Scarf3_Korea.jpg\" alt=\"\" class=\"wp-image-105110\"\/><\/p>\n<p class=\"wp-block-paragraph\">Instead, they support Canada alongside another country tied to their heritage, family background, or personal fandom.<\/p>\n<p class=\"wp-block-paragraph\">The campaign, called \u201cDual Fan,\u201d transforms that behaviour into a series of\u00a0limited-edition dual-sided football scarves\u00a0pairing Team Canada with each of the other 47 participating nations. The limited series makes layered fandom visible in a way supporters can wear with pride throughout the tournament. \u00a0<\/p>\n<p class=\"wp-block-paragraph\">The work is supported by new Angus Reid research commissioned for FanDuel showing that\u00a043% of Canadian football fans plan to support more than one nation\u00a0during this summer\u2019s tournament. Heritage and family connection emerged as the primary drivers behind second-team support. The campaign also draws from Canada\u2019s broader multicultural reality, including more than 8.3 million newcomers and connections to over 200 nations worldwide.<\/p>\n<p class=\"wp-block-paragraph\">\u201cCanada\u2019s relationship with international football is unique because so many fans here carry multiple identities at once,\u201d said\u00a0Max Sawka, Managing Director &amp; EVP at OneMethod. \u201cYou can grow up in Canada while still feeling deeply connected to another country through heritage, family, or culture. Dual Fan was inspired by that layered fandom and designed to make it visible in a way people can wear proudly throughout the tournament.\u201d<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1080\" height=\"1350\" src=\"https:\/\/www.europesays.com\/canada\/wp-content\/uploads\/2026\/05\/Duel_Social_7.jpg\" alt=\"\" class=\"wp-image-105111\"\/><\/p>\n<p class=\"wp-block-paragraph\">The scarves are being seeded to influencers, integrated into watch parties, fan gatherings throughout the tournament, and featured in a FanDuel-wrapped streetcar giveaway. The Dual Fan scarf execution is part of FanDuel\u2019s broader \u201cWe All Speak Footy\u201d\u00a0platform, which spans broadcast, out-of-home, digital, and experiential activations across the city.<\/p>\n<p class=\"wp-block-paragraph\">The Stats Behind the Fandom<\/p>\n<p class=\"wp-block-paragraph\">According to new Angus Reid research for FanDuel*<\/p>\n<p>43% of Canadian football fans plan to support more than one nation during this<\/p>\n<p class=\"wp-block-paragraph\">summer\u2019s international football tournament<\/p>\n<p>Top drivers of second-team support include heritage (37%) and family<\/p>\n<p class=\"wp-block-paragraph\">connection (21%)<\/p>\n<p>\u00a0Top three teams Canadians will be cheering for alongside Canada are England<\/p>\n<p class=\"wp-block-paragraph\">(39%), Germany (19%) and Brazil (18%)<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1080\" src=\"https:\/\/www.europesays.com\/canada\/wp-content\/uploads\/2026\/05\/PhotoCollage-1.jpg\" alt=\"\" class=\"wp-image-105112\"\/><\/p>\n<p class=\"wp-block-paragraph\">* Research methodology:<\/p>\n<p class=\"wp-block-paragraph\">These are the findings of a study\/survey conducted by from May 8-12 among a nationally representative sample of 1,496 online Canadians who are members of the Angus Reid Forum. The survey was conducted in English and French. For comparison purposes only, a probability sample of this size would carry a margin of error of +\/- 2.5 percentage points, 19 times out of 20.<\/p>\n<p class=\"wp-block-paragraph\">**43% of Canadian surveyed participants planning to follow this summer\u2019s international football tournament reported they plan to support more than one nation.\u00a0<\/p>\n<p>CREDITS<\/p>\n<p>Title: Dual Fan<br \/>Brand Platform: We All Speak Footy<br \/>Client: FanDuel<\/p>\n<p>General Manager, FanDuel: Dale Hooper<br \/>VP, FanDuel: Tom Burdakin<br \/>Marketing Director: Dean Bender<br \/>Communications Manager: Brittany-Anne Hendrych \u00a0<br \/>Brand Strategy: Jess Pomeroy<br \/>Brand Marketer: Melissa Airdrie<br \/>Brand Marketer: Danielle Bazzocchi<br \/>Content Marketer: Taylor Bowes<\/p>\n<p>Agency: OneMethod<br \/>Managing Director &amp; EVP: Max Sawka<br \/>Creative Director: Jenny Luong<br \/>Creative Director: Scott Lew<br \/>Associate Creative Director: Sophia Wilby<br \/>SVP Executive Design Director: Jeffery Rae<br \/>VP, Client Services: Mark Hewitt<br \/>Sr. Designer: Matt Doyle<br \/>Account Director: David McAnoy<br \/>Designer: Pantea Kouhpayeh<br \/>Designer: Eldhose Kuriyan<br \/>Sr. Project Manager: David Terpstra<br \/>Studio Director: Sanjay Mangar<br \/>Sr. Creative Technologist: Jamie Kaiser<br \/>Photographer: Ian Flynn<br \/>Editor\/Motion Designer: Neil Dolman<\/p>\n<p>PR: NarrativeXPR<br \/>Managing Director &amp; EVP, Narrative: Cathy Mitchell<br \/>Account Director: Sheri Clish<\/p>\n<p>Social and XM Agency: Bonus Track<br \/>Research Agency: Angus Reid<br \/>Production (Scarf): Genumark<br \/>Production (Kit): Media Incite<\/p>\n","protected":false},"excerpt":{"rendered":"As Toronto prepares for a massive summer of international football,\u00a0FanDuel Canada\u00a0and Toronto-based creative studio\u00a0OneMethod\u00a0have launched a campaign built&hellip;\n","protected":false},"author":2,"featured_media":64783,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[27589,6626,11637,6628,6629,17,27590,414,27591,10913],"class_list":["post-64782","post","type-post","status-publish","format-standard","has-post-thumbnail","category-canada","tag-dual-fandom-culture","tag-agency","tag-awards","tag-brands","tag-campaign","tag-canada","tag-collectible-football-scarves","tag-events","tag-fanduel","tag-world-cup-2026"],"_links":{"self":[{"href":"https:\/\/www.europesays.com\/canada\/wp-json\/wp\/v2\/posts\/64782","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/canada\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/canada\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/canada\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/canada\/wp-json\/wp\/v2\/comments?post=64782"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/canada\/wp-json\/wp\/v2\/posts\/64782\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/canada\/wp-json\/wp\/v2\/media\/64783"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/canada\/wp-json\/wp\/v2\/media?parent=64782"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/canada\/wp-json\/wp\/v2\/categories?post=64782"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/canada\/wp-json\/wp\/v2\/tags?post=64782"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}