Italian football fans are being encouraged to put their national team’s World Cup 2026 qualification failure behind them – by backing co-hosts Canada instead.

Canada Soccer, the national governing body for the sport, is offering a jersey swap on Saturday for fans in Toronto’s Little Italy district. “Dear Italian soccer fans, Don’t wait four more years. Swap your jersey for Canada,” read a post on X.

Italy would have faced Canada in Group B had they won their qualifying playoff against Bosnia and Herzegovina – but the Azzurri lost on penalties, missing out on the men’s World Cup finals for the third tournament in succession.

Instead, Jesse Marsch’s team will face Bosnia and Herzegovina along with Qatar and Switzerland in their group games – and are hoping Canada’s large Italian diaspora will swap blue shirts for red this summer.

“Canada Soccer is inviting Italian-Canadians to get behind the home team,” read a further statement. “On Saturday 4 April from 10am to 2pm (EST), Canada Soccer will be outside Cafe Diplomatico on College Street in Toronto, offering fans the chance to swap their Italy colours for a Canada jersey and join the momentum heading into the Fifa World Cup 2026.”

“Cost: Free. Bring your Italian jersey, leave with a Canadian one,” the statement added. “Available while supplies last, fans are encouraged to arrive early to be kitted out.” The statement also included a message in Italian: “Questa volta è il Canada”, which translates to “This time, it’s Canada.”

According to a 2021 census, there are around 1.5 million Canadians with either full or partial Italian ancestry. Almost a third of them live in Toronto and its surrounding areas, and the city’s BMO Field stadium will host Canada’s World Cup opener against Bosnia and Herzegovina on 12 June.

Ticket prices for that game have soared this week, with all unsold tickets listed at $3,125 and most resale seats costing a similar price. Saturday’s free jersey swap may be the most affordable way that local Italian fans can get involved with the World Cup this summer.