The Executive Chairman of League1 Ontario emphasizes the importance of education for the growth of the Canadian football industry and discusses the challenges of advancing the sport
Dino Rossi‘s work at League1 Toronto spans over a decade since he took on the role of Executive Chairman. Established as a bridge to help young football players transition to the professional level, League1 Ontario has played a key role in the significant growth of the sport in Canada in recent years. With Canada set to co-host the 2026 FIFA World Cup, the sport is expected to continue expanding in the coming years.
Recently, Johan Cruyff Institute signed a partnership with League1 Canada aimed at enhancing training and development opportunities for professionals across major Canadian provinces. Through this partnership, Johan Cruyff Institute will provide training and resources to players and staff of clubs within the League1 Canada network. The program includes scholarships and specialized courses designed to prepare future leaders in the sports industry. By combining theory and practice with a focus on innovation and leadership, these courses will cover topics such as sports management, sports marketing, and sports facility management.
In this interview, Dino Rossi reflects on the opportunities and challenges faced by football in Canada and highlights how regional leagues are working together to elevate the sport.
As Managing Director of League1 Ontario for over a decade, what significant changes have you seen in Canadian football during your time in this role?
It’s important to remember that for a long time—from around 1993, when the old Canadian Soccer League was disbanded, until 2007—there was very little professional football in Canada. In 2007, Toronto FC launched in Major League Soccer (MLS), opening eyes to the demand for the sport in the country.
For many years, football in Canada was primarily a youth recreational activity. What changed was the conversation around the potential of the sport and the elements missing for developing young talent. Many athletes played youth football until they were about 17, but their future beyond that point was uncertain. With League1, our aim was to be a bridge for players transitioning from youth soccer to professional and adult soccer.
“We wanted to create a pathway to support talented, ambitious, and motivated players as they move from youth football into the professional realm. We built a league focused on two main aspects: first, prioritizing Canadian players, and second, creating opportunities for young players”
Ten years and ten seasons later, our players and coaches have achieved significant success. Over 250 male players have moved from League1 to professional opportunities worldwide. We have also had dozens of players represent Canada at the senior national level, both men’s and women’s teams, as well as at youth levels, including U20 and U17.
Looking ahead, what are the main goals and initiatives you have for League1 Ontario over the next five years to strengthen its role in Canadian football?
Dino Rossi, Executive Chairman of League1 Ontario.
In Ontario, we have numerous fields dedicated to football, but they are often not suitable for matches at our level. We need more investment in both smaller and larger stadiums to support the growth of professional soccer in Canada. We currently lack facilities that allow clubs to attract crowds and offer a comfortable and enjoyable viewing experience, making it difficult for them to become financially viable.
We also aim to have teams across the province, though the distances are vast. Our goal is to have clubs in every community where it is feasible. We have restructured our competition pyramid in the last 12 months, allowing us to incorporate clubs at lower levels of competition. We now have a three-tier competition model with promotion and relegation, which is new.
We operate as a Pro-Am league, where each club can field its first team professionally but also has the option to remain entirely amateur, while still being elite. As a result, some clubs are hesitant to declare themselves professional and pay player salaries to avoid compromising the amateur status of their college teams. Our aim is for clubs to offer a value proposition that makes pursuing a football career a viable choice.
What opportunities and challenges do you see for the development of football in Canada at both the amateur and professional levels?
The opportunities for football development at the professional level in Canada are vast. League1 Ontario is owned by the Canadian Premier League, so we are closely connected. The goal of the Canadian Premier League is to continue growing, which is positive.
“This growth will create more opportunities for League1 players to move up and secure professional contracts. We are very excited about our future, especially as we plan to launch a women’s professional league soon”
Our hope is that this league will be successful and provide a pathway for our most talented female players, who increasingly wish to play professionally and extend their careers beyond ages 22 or 23
One success story is Moise Bambito, who played in League1 Quebec just a few years ago. He moved to MLS and recently signed with Nice in a significant transfer, showcasing the value and demand for Canadian players globally.
The challenges, however, are numerous. The biggest is the need to be bold. We must move away from Canadian caution, as football is progressing rapidly, and we are playing catch-up. We need to be ambitious to close the gap with the rest of the world swiftly. Our sport faces two key issues: inadequate facilities for club development and consistent growth, and a shortage of referees. We must work on developing the next generation of referees and create a positive, welcoming environment for them.
What are your expectations regarding the partnership between League1 Canada and Johan Cruyff Institute, especially in terms of player development and innovation?
Johan Cruyff Institute is exactly what we were looking for in a partner for the league. In football, as in any sport, only a small percentage of players go on to play professionally. Of all those playing in Canadian leagues, only 2% to 3% will turn professional annually. This means thousands of people who are passionate about football will not have the opportunity to play at the highest level.
“Having a partner like Johan Cruyff Institute, a leader in academic training the next generation of sports professionals, allows us to provide pathways for those passionate about the sport to contribute in meaningful ways”
Individuals aspiring to manage a club or work within a sports organization need appropriate training. In Canada, there are excellent sports management programs, but few focus specifically on football. Johan Cruyff’s legacy continues through Johan Cruyff Institute. This partnership provides our athletes, coaches, administrators, and managers with a unique education, giving them insights into football and sports management from a perspective they wouldn’t find elsewhere.
Since announcing the agreement, we’ve seen great enthusiasm for participating in Johan Cruyff Institute programs. We anticipate that as more people from our league participate and share their experiences, interest and demand for this type of training will grow.
This collaboration is beneficial because, beyond developing coaches and referees, we are keen to build capacity in other aspects of football, such as event management and club administration—areas that, while not always visible, are crucial. Johan Cruyff Institute is the ideal partner to enhance all areas of Canadian football.
Currently, League 1 Canada has 4 divisions, with a total of 47 men’s football clubs and 44 women’s football clubs.
Can you share any success stories of players or teams that have benefited significantly from their participation in League1 Canada?
We’ve seen players like Cyle Larin, who now plays for Mallorca, and Alistair Johnston at Celtic, as well as Olivia Smith, currently at Liverpool. Many players have progressed to MLS or the Canadian Premier League (CPL). Seeing these players develop and have an impact at the professional and national levels is immensely rewarding.
Our clubs have also benefited significantly. As players develop, clubs gain not only financial benefits but also reputational growth. We’re pleased to see youth clubs evolving, now offering opportunities not only for young players but also for younger children, older adults, and people with different abilities. This integration of clubs within their communities is vital to us.
With Canada set to host the FIFA World Cup in 2026, how do you anticipate this event will impact the football industry in the country, both in terms of infrastructure development and overall growth and exposure of the sport?
The FIFA World Cup is the largest event in the world. Canada hosted the Women’s World Cup in 2015, leaving a lasting legacy. In 2026, we will host matches in two cities—although I wish there were more, I understand the complexities involved.
The excitement is already building. This won’t be like 1994 when the U.S. hosted the World Cup, and football was still secondary. Today, football is part of the mainstream, one of the top five sports in North America.
We expect significant infrastructure investment that will help grow football further. As I mentioned earlier, facilities are crucial for the sport’s growth. Hosting the World Cup will bring the tournament closer to Canadians, and that’s significant. I attended my first World Cup in Qatar in 2022, and experiencing it firsthand is vastly different from watching it on TV. Being among people from around the world, celebrating football and their nations, is an incredible experience. I believe it will inspire and elevate football in Canada.
How has League1 Ontario collaborated with other regional leagues and organizations to promote the development of football in Canada?
League1 Ontario was not the first league of its kind in Canada. Our colleagues in Quebec launched a similar league a year or two before we started, and we have collaborated closely with them since our founding in 2014. However, we are especially excited about the growth of the League1 brand and our model nationwide.
“There are now four League1 leagues in Canada—British Columbia, Alberta, Ontario, and Quebec. Our model is proving to be effective, providing players with new opportunities and helping clubs thrive”
All four leagues have been working together since last year to create League1 Canada, which has the mandate to ensure the consistency of competition across the country and enhance the quality of competition and the value of the league. In 2024, we will introduce the League1 Canada championship, where the top teams from each province will compete for a national title.
We also want to unify our efforts to develop our coaching and officiating standards. We’re thrilled with the collaboration among the leagues and the benefits it brings to our clubs and players. We plan to work together more closely than ever in the future.
