In Canada, 43% of soccer fans cheer for two national teams. FanDuel's Dual Fan campaign turns that split loyalty into limited-edition scarves.

With Canada co-hosting the 2026 FIFA World Cup this summer, FanDuel Canada and Toronto creative studio OneMethod have zeroed in on a fan behavior that most brands overlook: dual fandom. Angus Reid research commissioned by FanDuel found that 43% of Canadian football fans plan to cheer for more than one national team during the tournament, driven primarily by heritage (37%) and family connection (21%). The campaign, called " Dual Fan ," makes that split loyalty wearable with a series of limited-edition, dual-sided scarves pairing Team Canada with each of the other 47 participating nations.

In a country where more than 8.3 million newcomers maintain ties to over 200 nations, rooting for two teams at once isn't conflicted loyalty. It's just Tuesday. The top three nations Canadians plan to support alongside Canada are England (39%), Germany (19%) and Brazil (18%).…