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

In the new role as National Teams Music Ambassador, the Grammy-winner OVO producer will lead creative direction for a series of anthems fundraising for youth soccer programs across the country.

Boi-1da with Canada Soccer Foundation Jersey

Boi-1da with Canada Soccer Foundation Jersey

Creo Visions

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.

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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."

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EMPIRE's Tina Davis (left) and Girl Connected's Lola Plaku at Conversations with the Pros at Toronto Metropolitan University in Toronto on March 28, 2025.
Courtesy of Girl Connected

EMPIRE's Tina Davis (left) and Girl Connected's Lola Plaku at Conversations with the Pros at Toronto Metropolitan University in Toronto on March 28, 2025.

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EMPIRE President Tina Davis Gives Strategic Advice to Women in Music at Girl Connected's New Speaker Series

On Friday (March 28), the president of EMPIRE, the Bay Area-independent label and music company, came to Toronto for Conversation with the Pros offering tangible advice to the mentorship program's community. Davis also spoke to Billboard Canada about her impressive journey in the industry.

Girl Connected has launched a new series that connects the next generation of women in Canadian music with powerhouse executives for the global industry.

On Friday (March 28), Tina Davis, president of EMPIRE, sat down with Girl Connected founder and music industry veteran Lola Plaku at Toronto Metropolitan University for the first in-person Canadian edition of Conversations with the Pros (Billboard Canada was a supporting partner). The series brings in inspiring music industry figures from Girl Connected's international network to talk about their journeys and offer actionable information and advice to help the budding music professionals develop their skills and reach the next level of their careers.

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