Volkswagen Canada, Canadian Premier League and Canada Soccer Launch 2026 Volkswagen Game Changers Program, Honouring Community Impact Through Soccer

Volkswagen Canada, Canadian Premier League and Canada Soccer Launch 2026 Volkswagen Game Changers Program, Honouring Community Impact Through Soccer

TORONTO — May 20, 2026 — The Canadian Premier League (CPL) and Canada Soccer are teaming up once again with Volkswagen Canada, a key partner in the continued growth of the game in Canada, to launch the 2026 Volkswagen Game Changers program. The initiative will recognize five outstanding Canadians who are making a meaningful difference in their communities through soccer. 

Now in its fifth year, the Volkswagen Game Changers program celebrates individuals who embody Volkswagen Canada’s commitment to “Be the Change” by driving positive impact through the game. Since the program’s launch, Volkswagen Canada has donated more than $100,000 to local clubs, grassroots programs and community initiatives across the country, with past recipients supporting Indigenous groups, mental health organizations, food banks and youth development initiatives.

With Canada set to welcome the world for a landmark summer of soccer in less than a month, the program continues to shine a spotlight on the people helping grow and strengthen the game in communities across the country.

Selected 2026 Volkswagen Game Changers will receive a $5,000 donation toward a community group or program of their choice, tickets to a CPL or Canada Soccer National Team match and a custom jersey exclusive to program winners.

“Volkswagen Canada is proud to champion grassroots soccer and celebrate the inspiring individuals who are making a difference in communities across the country,” said Edgar Estrada, President, Volkswagen Canada. “Through the Game Changers program, we’re committed to supporting the next generation of players, coaches and advocates, fostering a love for the game, and building a brighter future for Canadian soccer.” 

Nominations for the 2026 Volkswagen Game Changers program are now open, with submissions accepted through Friday, July 17. Nominees can include mentors, volunteers, coaches, players, referees or other individuals making a difference through the sport. The program aims to recognize leaders who are passionate about soccer and committed to inclusivity, accessibility and community impact.

Supporters can learn more and nominate a Volkswagen Game Changer from their community at cplsoccer.com/vwgamechangers. 

“This program is about recognizing the people who help make soccer matter in communities across the country,” said Michael Beckerman, Chief Commercial Officer, Canadian Soccer Media & Entertainment. “From coaches and volunteers to mentors and community leaders, these individuals play an important role in growing the game and creating lasting impact through soccer. We are proud to continue this program alongside Volkswagen Canada and Canada Soccer at such an exciting time for the sport in Canada.”

Volkswagen is a proud supporter of soccer globally, with partnerships spanning the United States, Germany, France, the Netherlands and beyond. In Canada, its continued work with the CPL and Canada Soccer reflects an ongoing commitment to grassroots development, diversity and sustainability.

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About the Canadian Premier League
The Canadian Premier League (CPL) is Canada’s Tier 1 domestic men’s professional soccer league, provides a national platform for Canadian players to compete at the highest level on home soil and gain exposure on the global stage, contributing to the long-term growth of Canadian soccer domestically and internationally. As part of Canadian Soccer Media & Entertainment’s league portfolio, which also includes Premier Soccer Leagues Canada (PSLC), the CPL brings high-quality professional soccer to communities from coast to coast and competes in Concacaf- and FIFA-sanctioned competitions.

About Canada Soccer
Canada Soccer, in partnership with its membership and its partners, provides leadership in the pursuit of excellence in soccer, both at the national and international levels. Canada Soccer not only strives to lead Canada to victory, but also encourages Canadians to a life-long passion for soccer. For more details on Canada Soccer, visit the official website at www.canadasoccer.com. 

About Volkswagen Group Canada
Founded in 1952, Volkswagen Canada is headquartered in Ajax, Ontario. It is the largest volume European automotive nameplate in Canada, and sells the Golf GTI, Golf R, Jetta, ID. 4, ID. Buzz, Taos, Tiguan, Atlas and Atlas Cross Sport through 150 independent Canadian Dealers. It forms part of Volkswagen Group Canada Inc., a subsidiary of Volkswagen AG headquartered in Wolfsburg, Germany.

For more information, please contact:

Katrin Ivanov
Manager, League Communications 
Canadian Premier League and Premier Soccer Leagues Canada
katrin.ivanov@cplsoccer.com

Laura Armstrong
Vice President, Communications and Business Integration
Canadian Soccer Business
laura.armstrong@cansme.ca 

Paulo Senra
Chief Communications Officer
Canada Soccer
psenra@canadasoccer.com

Thomas Tetzlaff
Manager, Media Relations
Volkswagen Canada
Thomas.Tetzlaff@vw.ca 

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Costa Smyrniotis

Costa Smyrniotis is a senior Canadian soccer executive with more than 20 years of experience across the professional, developmental, and commercial sides of the game in Canada and internationally. His career spans league governance, club operations, player representation, and academy leadership, giving him a comprehensive understanding of the soccer ecosystem.

As Executive Vice President of the Canadian Premier League, Smyrniotis oversees sporting and business operations across Canadian Soccer Media & Entertainment’s league portfolio, including the CPL and Premier Soccer Leagues Canada, the umbrella organization for Canada’s national pro-am competitions.

Previously, he served as Executive Vice President, Soccer, helping professionalize the league’s on-field product and strengthen its reputation in the global transfer market, increasing player movement and international recognition.

Prior to his league role, Smyrniotis spent five years as Director of Football and Business at Forge FC, building one of Canada’s most successful professional clubs. Earlier, he co-founded Sigma FC, built a leading player agency, and held senior business roles with multinational organizations.

Laura Armstrong

Laura Armstrong is Vice President, Communications & Business Integration at Canadian Soccer Media & Entertainment, where she leads strategic communications, public relations, and key stakeholder engagement across the company’s corporate functions, leagues, and media assets.

In this role, Laura works closely with executive leadership to align organizational strategy and priorities, supporting the delivery of the company’s long-term vision through coordinated planning and execution across teams.

Prior to joining CSME, Laura spent nearly a decade as a journalist with the Toronto Star, Canada’s largest daily newspaper, where she led the paper’s soccer coverage beginning in 2015. A leading voice in Canadian soccer — particularly in the women’s game — she covered major milestones including the 2015 FIFA Women’s World Cup, Toronto FC’s treble-winning 2017 season, and Canada’s men’s national team qualification for the 2022 FIFA World Cup. Laura regularly appeared across national and international broadcast platforms including OneSoccer, Sportsnet, CBC, CTV, the BBC and more

A bilingual native of Barrhaven, Ont., Laura holds a combined honours degree in Journalism and English Literature from the University of King’s College in Halifax, Nova Scotia.

Dylan Hewko

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In this corporate leadership role, Dylan is responsible for financial planning, reporting, and governance, as well as people operations and organizational policies, supporting the company’s overall business objectives across its leagues and properties.

Prior to joining the Canadian Premier League in 2021, Dylan spent three years with New York City FC as Controller and held finance roles with the Toronto Blue Jays. He began his professional career at Deloitte Canada in the Assurance & Advisory practice, building a strong foundation in corporate accounting and financial management.

A graduate of Queen’s University, Dylan holds a Bachelor of Commerce (Honours) and a Graduate Diploma in Accounting, and is a Chartered Professional Accountant (Canada) and Certified Public Accountant (USA). He has long been engaged in the intersection of sport and business, including through leadership roles with the Queen’s Sports Industry Conference.

Marni Dicker

Marni Dicker is a senior executive and governance leader with deep experience in corporate law, infrastructure development, and organizational leadership across complex public- and private-sector environments.

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Her career includes senior roles such as Chief Commercial Officer and General Counsel at Infrastructure Ontario, where she led legal and commercial oversight for major infrastructure and venue development projects, including facilities for the Toronto 2015 Pan American Games. She has also served as Executive Vice President at Live Work Learn Play Inc. and held board positions with organizations including CreateTO, Tarion, and Habitat for Humanity GTA.

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Shaun Guest

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In his role, Shaun leads corporate partnerships and sponsorship initiatives, while also overseeing ticketing, and licensing operations. He works closely with internal teams and external partners to deliver integrated commercial programs that support long-term business objectives.

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Johnson previously served as CEO of Football Australia, leading a period of transformation marked by record commercial growth, strong national team performance, increased participation, and the successful hosting of the 2023 FIFA Women’s World Cup. The tournament delivered a lasting legacy, unlocking $389 million in government investment to support the sport’s growth in Australia. He also secured record broadcast agreements with Paramount+, Disney+, and Fox Sports.

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