The excitement surrounding Canada’s memorable FIFA World Cup run may have come to an end, but Tennis Canada is hoping the country’s sporting spirit is just getting started. Ahead of the 2026 National Bank Open, Tennis Canada has launched its WEAR RED AGAIN campaign, encouraging Canadians to carry the same passion they showed during the FIFA World Cup into one of the country’s biggest tennis events. Supported by Canada Soccer, the initiative aims to unite fans across sports by reminding them that Canada’s iconic red jersey represents more than just one team or competition.
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Keeping the momentum alive
The campaign arrives at a unique moment in Canadian sport. Following the men’s national soccer team’s historic World Cup performance, Tennis Canada believes the energy created by fans shouldn’t disappear with the tournament’s final whistle. Instead, supporters are being encouraged to wear their red jerseys once again when Canada’s top tennis stars take to the courts at the National Bank Open, running from August 1 to 13. This year’s tournament features the women’s WTA 1000 event at Toronto’s Sobeys Stadium and the men’s ATP Masters 1000 event at Montreal’s IGA Stadium.
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“It was incredible to watch the World Cup spark such a powerful wave of support for Canadian sport,” said Gavin Ziv, Chief Executive Officer of Tennis Canada. “We share in the belief that Canadian sport is made stronger when we all show up for Canadian athletes. Now, there’s an opportunity to keep the momentum going and create another meaningful moment of support at Canada’s next major, international sporting event.”
A rare partnership between sports
Cross-promotion between national sporting organizations is uncommon, making the WEAR RED AGAIN campaign particularly noteworthy. Tennis Canada supported Canada Soccer throughout the FIFA World Cup, and now Canada Soccer is encouraging its own supporters to fill the stands for the National Bank Open.
The campaign is centred around a limited-edition RED AGAIN patch, available to fans who arrive wearing red or purchase the exclusive RED AGAIN jersey while supplies last. Supporters can also customize their jerseys with the name of their favourite Canadian tennis player, reinforcing the message that backing Canadian athletes extends beyond any single sport. Opening Night will also feature a dedicated Red Zone inside Sobeys Stadium, complete with giveaways and the chance for one fan to win tickets to the tournament final.
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Home support matters
The campaign is also backed by evidence suggesting home crowds can have a measurable impact on athlete performance. Tennis Canada points to research published in the Journal of Economic Behaviour and Organization that found strong home support can improve results, particularly for younger athletes still establishing themselves on the professional circuit.
Canadian star Bianca Andreescu knows that feeling well. “There’s nothing quite like playing in front of Canadian fans,” Andreescu said. “The crowd’s energy helped me get through tough moments and made that week one of the most memorable of my career… They bring so much passion and pride, and when we’re playing in front of them, that support gives us that extra boost that can make all the difference.” With stars including Andreescu, Leylah Fernandez and rising talent Victoria Mboko set to compete on home soil, Tennis Canada hopes Canadians will once again wear red and turn this summer into a celebration of Canadian sport that extends well beyond the soccer pitch.
