Case Studies ❯ Canada Soccer’s School Program
Canada Soccer’s
Soccer in Schools Initiative
Introduction
Canada Soccer is committed to ensuring every child has access to quality soccer experiences. Through the Soccer in Schools initiative, they are connecting schools, educators, and students nationwide, removing barriers to sport participation while creating a lifelong passion for the game. By providing trained coaches, age-appropriate curriculum, and engaging educational resources, Canada Soccer positions its program as a trusted tool to support both classroom learning and physical activity beyond school hours.
The Goal
Canada Soccer envisions a world where every child – regardless of background – has the opportunity to play sports. Recognizing that schools play a vital role in children’s lives, the Soccer in Schools initiative was designed to be the starting point for a kid’s soccer journey. They aimed to create an inclusive learning environment that went beyond participation; showcasing the program as a trusted educational tool in the world of sports.
The Challenge
Canada Soccer needed resources that both parents and educators could trust and see the value in. Despite soccer being one of Canada’s most popular sports, many young people still face obstacles to full participation. Cost, transportation, lack of accessible programming, and limited awareness created barriers, particularly for historically underserved communities. Canada Soccer needed a way to bridge this gap – ensuring their initiative reached diverse families, educators, and students in an engaging, inclusive, and meaningful way.
The Solution
To bring this vision to life, Canada Soccer partnered with Kidzsmart to develop a series of activity booklets – the Canada Soccer Playbooks – strategically designed to inspire and educate students while prioritizing accessibility, diversity, and inclusion. These playbooks served as engaging resources for the Soccer in Schools program, helping kids build confidence, develop skills, and see themselves as part of the game. The solution included:
Interactive soccer-themed activities designed for both school and home use, combining skill-building exercises, trivia, and engaging content from Canada Soccer’s national teams.
Three age-appropriate versions: K-2 (ages 3-6), 3-5 (ages 7-10), and 6-8/9 (ages 11-14), ensuring content was relevant and engaging for different developmental stages.
Seven language editions, including English, French, Mandarin, Punjabi, Yue (Cantonese), Spanish, and Tagalog, expanding accessibility for Canada’s diverse communities.
A dedicated Indigenous Playbook Package, co-created with Indigenous partners, incorporating Indigenous languages, cultural perspectives, and art to reflect Indigenous ways of knowing and playing the game.
The Results
Expanded access to soccer for students across Canada, leading to more participation.
Increased youth interest in the game, leading to an influx of younger fans and a more secure future for fandom
Stronger engagement with schools and educators, positioning Canada Soccer as a leader in youth sports education.
Elevated brand trust and engagement, as parents recognized the value of soccer and the skills it teaches beyond the game itself
A blueprint for future community engagement, demonstrating how sports organizations can create meaningful, play-driven learning experiences that leave a lasting impression.
Client Testimonial
“Working with Kidzsmart on the Soccer in Schools playbooks was a great experience. They were highly collaborative, listened carefully to our feedback, and transformed our vision into a creative and engaging resource. This project helped bring soccer to life in classrooms!”
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