From November 22 to 23, Johan Cruyff Institute participated in the event Converge: Shaping the Next Era of Canadian Football — From Strategy to Sideline, which brought together club executives, professionals, and athletes to strengthen the Canadian football industry
In recent years, Canadian football has experienced significant growth. With Canada set to co-host the 2026 FIFA World Cup, the sport is expected to continue expanding in the coming years. In this context, Converge: Shaping the Next Era of Canadian Football — From Strategy to Sideline aimed to empower professionals in the sector, becoming a key meeting point for executives, coaches, operations managers, and specialists from various areas within the football ecosystem.
The event took place from November 22 to 23 at the Cambridge Hotel and Conference Centre in Cambridge, Ontario. With the active participation of League1 Ontario and League1 BC, the forum sought to raise industry standards and promote a culture of continuous improvement at all levels. Converge offered two days of learning, strategic discussion, and collaboration, with a program designed to provide practical tools, updated insights, and key connections for the sector’s development.
Johannes Regier, international agent of Johan Cruyff Institute in Canada.
Converge 2025: An opportunity for learning and collaboration
Johannes Regier, international agent of Johan Cruyff Institute in Canada, highlighted the importance of the event: “Converge represents a unique opportunity for Canadian football professionals to share knowledge, learn best practices, and raise the management standards of their clubs”.
“Building strong leadership through collaboration and shared learning is essential for the sustainable growth of the sport in Canada.”
Among the participants in Converge are Dino Rossi Jr., Chairman of League1 Ontario, and Chris Keem, Operations Manager of League1 Ontario. Professionals from other competitions will also participate, including Sandra Gage, Executive Director of Commercial Operations for the 2026 FIFA World Cup.
“This year’s Converge came at a significant time for Canadian football, following the first Northern Super League season and the seventh Canadian Premier League season, and ahead of the World Cup in the United States — three competitions that are expected to feature former League1 players in 2026,” said Chris Keem.
The event was structured around a multi-track program with three main thematic areas:
- Executive and Strategic Leadership
- Team Operations and Game Day Management
- Marketing and Communications
Each of these areas included sessions tailored to the real needs of clubs, covering planning, leadership, operational processes, branding, activations, and match-day experience.
Driving the professionalization of canadian football
Following the agreement signed in 2024, League1 Canada and Johan Cruyff Institute have been working together to professionalize Canadian football. An example of this collaboration was the second edition of the scholarship program, which aims to support the academic education and professional development of athletes, coaches, and club staff.
