Boi-1da Named Canada Soccer's New Music Ambassador

Producer Boi-1da will be scoring some wins in the studio for Canada Soccer.

The Grammy-winning Toronto artist has worked behind the scenes on some of the biggest hits coming out of the country, producing Drake since day one. Now, he's been named to a new role as National Teams Music Ambassador for Canada Soccer, the organization governing soccer at the international, national and amateur levels.

As Canada prepares to host the 2026 FIFA World Cup, the "God's Plan" producer will boost the profile of the sport at home and on the airwaves.

In partnership with Infinity Records, Boi-1da will lead a new initiative, Perfect Pitch, raising funds for youth soccer programs in Canada. He will creative direct and executive producer a series of musical anthems celebrating the beautiful game, with proceeds going to the Canada Soccer Foundation.

Boi-1da is not the only Canadian musician tapped to contribute to help craft a sound for the sport. Juno-winning engineer Hill Kourkoutis has produced a remix of the Fifa World Cup Theme 26, infusing it with the musical identity of Toronto, set to drop on March 8.

Meanwhile, Boi-1da is getting some big recognition at home for his work making global hits lately — he'll also receive the International Achievement Award at the 2025 Junos, coming up on March 30, becoming the first producer to win the award.

No word yet on which talent he'll bring in to collab on Perfect Pitch tracks, but he's got a record of working with some of the biggest names in music, like Rihanna, Eminem, Nicki Minaj and Eminem.

"Being able to combine two things that I have a deep passion for – music and Canadian soccer – has always been something that I wanted to do. It’s an amazing feeling to be able to spearhead an initiative that allows me to create a musical identity for a program that I admire," said the producer in a statement. "Everything about this moment is special."