FanDuel taps into Canada’s ‘dual fandom’ culture with collectible football scarves
As Toronto prepares for a massive summer of international football, FanDuel Canada and Toronto-based creative studio OneMethod have launched a campaign built around a distinctly Canadian insight: many football fans here don’t support just one national team during the tournament.
Instead, they support Canada alongside another country tied to their heritage, family background, or personal fandom.
The campaign, called “Dual Fan,” transforms that behaviour into a series of limited-edition dual-sided football scarves pairing Team Canada with each of the other 47 participating nations. The limited series makes layered fandom visible in a way supporters can wear with pride throughout the tournament.
The work is supported by new Angus Reid research commissioned for FanDuel showing that 43% of Canadian football fans plan to support more than one nation during this summer’s tournament. Heritage and family connection emerged as the primary drivers behind second-team support. The campaign also draws from Canada’s broader multicultural reality, including more than 8.3 million newcomers and connections to over 200 nations worldwide.
“Canada’s relationship with international football is unique because so many fans here carry multiple identities at once,” said Max Sawka, Managing Director & EVP at OneMethod. “You can grow up in Canada while still feeling deeply connected to another country through heritage, family, or culture. Dual Fan was inspired by that layered fandom and designed to make it visible in a way people can wear proudly throughout the tournament.”
The scarves are being seeded to influencers, integrated into watch parties, fan gatherings throughout the tournament, and featured in a FanDuel-wrapped streetcar giveaway. The Dual Fan scarf execution is part of FanDuel’s broader “We All Speak Footy” platform, which spans broadcast, out-of-home, digital, and experiential activations across the city.
CREDITS
Title: Dual Fan
Brand Platform: We All Speak Footy
Client: FanDuel
General Manager, FanDuel: Dale Hooper
VP, FanDuel: Tom Burdakin
Marketing Director: Dean Bender
Communications Manager: Brittany-Anne Hendrych
Brand Strategy: Jess Pomeroy
Brand Marketer: Melissa Airdrie
Brand Marketer: Danielle Bazzocchi
Content Marketer: Taylor Bowes
Agency: OneMethod
Managing Director & EVP: Max Sawka
Creative Director: Jenny Luong
Creative Director: Scott Lew
Associate Creative Director: Sophia Wilby
SVP Executive Design Director: Jeffery Rae
VP, Client Services: Mark Hewitt
Sr. Designer: Matt Doyle
Account Director: David McAnoy
Designer: Pantea Kouhpayeh
Designer: Eldhose Kuriyan
Sr. Project Manager: David Terpstra
Studio Director: Sanjay Mangar
Sr. Creative Technologist: Jamie Kaiser
Photographer: Ian Flynn
Editor/Motion Designer: Neil Dolman
PR: NarrativeXPR
Managing Director & EVP, Narrative: Cathy Mitchell
Account Director: Sheri Clish
Social and XM Agency: Bonus Track
Research Agency: Angus Reid
Production (Scarf): Genumark
Production (Kit): Media Incite
Media Agency: UM
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