⚽ Since the World Cup kicked off, my late dad has been on my mind more than usual ahead of Father’s Day.
As a young child, my dad and his family fled Ukraine during World War II and settled in the UK. Although he felt grateful to live in a safer country, my dad longed for his old home, friends and culture. Loneliness stung when the other kids excluded him and ridiculed his accent.
🇬🇧 But they were in Manchester, where football is life…
Playing soccer at school changed everything. As my dad soon proved to be a natural on the pitch, more boys would invite him to play. When he scored goals, he felt proud as his team cheered and chanted his name. My dad went from feeling like an outsider to feeling accepted and valued.
Soccer helped my dad transcend language and cultural barriers, and taught him principles like perseverance, teamwork and unity. He became so proficient that he played semi-professional soccer when he later moved to Canada.
🎉 He’d likely be impressed by how this World Cup is growing the game in North America, and making neighbourhoods, local businesses and online sports communities come alive. I imagine him watching from above, wearing his Shevchenko jersey and celebrating Team Canada’s recent 6-0 win.
(Probably yelling at some refs, too.)
❤️ This Father’s Day I’m grateful that my dad passed along his lifelong love of sports, including the beautiful game, to my brother and me, and all the grandkids. We were always playing or watching sports together.
That’s his joyous legacy and the power of sport.
Happy Father’s Day to all who celebrate.
🛍️ P.S. Savvy retailers, brands and media will seize this historic moment as North America hosts the World Cup and falls deeper in love with soccer. Companies will proactively prepare for an explosion in demand for more soccer content, licensed merchandise and youth soccer programs.
They’ll build exciting campaigns around fans’ habits like watch parties, local sports activations and digital communities to give us more opportunities to celebrate together and make new cherished memories.
Related:
Dads are the GOATs of Sports
Game Time 2026: How Sports Energize Retail
2026 Sports Invigorate Retail
Soccer changed Dad’s life and ours
