Online betting is ramping up worldwide for a massive summer of international football. FanDuel Canada and Toronto creative studio, OneMethod, are not following the expected. Their campaign is a collection of scarves, built around a distinctly Canadian insight – many football fans here don’t support just one national team during the tournament. Instead, they support Canada alongside another country tied to their heritage, family background, or personal fandom.

The campaign, Dual Fan, supports Canadian fandom with limited-edition dual-sided football scarves, pairing 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.

The work is supported by new Angus Reid research commissioned for FanDuel showing that 43% of Canadian football fans plan to support more than one nation during this summer’s tournament. Heritage and family connection emerged as the primary drivers behind second-team support. The campaign also draws from Canada’s broader multicultural reality, including more than 8.3 million newcomers and connections to over 200 nations worldwide.

“Canada’s relationship with international football is unique because so many fans here carry multiple identities at once,” stated Max Sawka, managing director & EVP at OneMethod. “You 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.”

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’s broader,We All Speak Footy, platform, which covers broadcast, out-of-home, digital, and experiential activations across the city.

The Stats Behind the Fandom

According to new Angus Reid research for FanDuel:

• 43% of Canadian football fans plan to support more than one nation during this

summer’s international football tournament

• Top drivers of second-team support include heritage (37%) and family

connection (21%)

•  Top three teams Canadians will be cheering for alongside Canada are England

(39%), Germany (19%) and Brazil (18%)

Credits:

Client: FanDuel 
General Manager, FanDuel: Dale Hooper
VP, FanDuel: Tom Burdakin
Marketing Director: Dean Bender
Communications Manager: Brittany-Anne Hendrych  
Brand Strategy: Jess Pomeroy
Brand Marketers: Melissa Airdrie & Danielle Bazzocchi
Content Marketer: Taylor Bowes

Agency: OneMethod 
Managing Director & EVP: Max Sawka 
Creative Directors: Jenny Luong & Scott Lew
Associate Creative Director: Sophia Wilby
SVP Executive Design Director: Jeffery Rae 
VP, Client Services: Mark Hewitt 
Senior Designer: Matt Doyle 
Account Director: David McAnoy
Designers: Pantea Kouhpayeh & Eldhose Kuriyan
Senior Project Manager: David Terpstra 
Studio Director: Sanjay Mangar 
Senior Creative Technologist: Jamie Kaiser
Photographer: Ian Flynn
Editor & Motion Designer: Neil Dolman

PR: NarrativeXPR
Managing Director & EVP: Cathy Mitchell 
Account Director: Sheri Clish

Social & XM Agency: Bonus Track 
Research Agency: Angus Reid 
Production (Scarf): Genumark 
Production (Kit): Media Incite