The trickshot: Meet a TMU student who worked Toronto’s FIFA Fan Festival
Toronto welcomes the world.
More than 300,000 visitors poured into the city as it hosted six FIFA World Cup matches from June 12 to July 2. Right in the middle of the action was Libby Worden, a fourth-year Hospitality and Tourism Management student at TMU.
“It was my wildest dream to play a part in the World Cup,” she says. “When I heard that Toronto would be a host city, I knew I had to be involved.”
Her path there started with a single connection. At a conference, Worden met someone who later joined the team running Toronto’s FIFA Fan Festival through Destination Ontario. That provided an opportunity for a role helping bring the festival to life.
The event’s motto says it best: “Don’t just watch soccer, feel it.” At Fort York and The Bentway, fans from around the world are gathering to watch matches together.
A sea of Canadian fans watch the World Cup 2026 round between Canada and South Africa on June 28th at FIFA Fan Festival in Toronto. Photo credit: City of Toronto (external link)
The event also features live entertainment, interactive activations and international food offerings.
Destination Ontario is using the World Cup spotlight to show off Toronto and the wider region to a global audience. Working with the partnership lead, Worden supports event operations and helps host partners touring the site. From brand ambassadors to travel counselors, every team member played a role in delivering a seamless fan experience.
“I’m incredibly grateful for the opportunity,” says Worden. “I’m excited to keep building my experience while contributing to such an important moment for tourism and sport in Ontario.”
A fan and a player
It’s game day everyday for fourth-year Hospitality and Tourism Management student Libby Worden when it comes to her summer job working with the FIFA Fan Festival in Toronto.
Worden isn’t just a fan of ‘the beautiful game’.
“I played soccer for 16 years growing up, both club and competitive,” says Worden. “I was excited for the World Cup to come to Toronto as a player and as someone in the tourism sector. I know how many people will be experiencing our city and its diversity.”
Libby Worden played soccer for 16 years growing up. She was determined to play a part in the World Cup in Toronto.
Everyone is represented on the field. That same diversity defines Toronto as one of North America’s most multicultural cities.
“No matter which country wins, there will be people across Toronto celebrating their country and culture,” she says. “That makes me really proud, not only as a Canadian, but as someone from Toronto.”
From soccer pitch to sales pitch
Worden stands in front of the Ontario Pitch, a soccer-meets-mini-golf course inspired by Ontario destinations like Niagara Falls and provincial parks. The activation spotlights Ontario tourism destinations, inspiring future travel and helping guests discover all the province has to offer.
When she is not in class or at work, Worden is a closer.
As co-president of the Ted Rogers Sales Club and co-captain of the Ted Rogers Undergraduate Sales Team, she leads and mentors a team of 20 undergraduate students in promoting career exploration within the sales industry. Her team competes with top students from across North America.
“Our team was the first to travel internationally and compete in the U.S.,” she says. “Last year, we won the ‘World Cup’ of sales, the first non-U.S. team to do so.”
The club is an extension of the Ted Rogers Sales Leadership Program, which provides real-world industry experiences in sales skills development and leadership. With demand for sales talent on the rise across Canada, the program is helping students stand out and step up to business challenges with sales acuity.
TMU's Libby Worden helped lead the Ted Rogers Undergraduate Sales Team in the Canadian University Sales Competition where they won the ‘world cup’ of sales. From left: Raza Durrani, Prof. Karen Peesker and Libby Worden.
“I use everything I learned in the program,” says Worden. “It taught me how to go beyond listing skills and make it clear how I add value. That means asking better questions and tailoring my approach to every opportunity to show how I can meet needs and fill gaps.”
A win for the city
CAP: A global celebration comes to FIFA World Cup 2026 with Toronto’s FIFA Fan Festival™ which welcomed up to 20,000 visitors daily for 22 days of free, unforgettable experiences. It also showcased Toronto and Ontario to visitors from around the world. Photo credit: City of Toronto (external link)
Worden chose hospitality for its high-impact and connection to people through exceptional service and creative innovation.
She credits the TMU Hospitality and Tourism Management program and professors with helping connect students to these sectors in meaningful ways, setting students up for professional success.
This summer, her focus is creating standout guest experiences that help boost the city’s economy as the world comes together to celebrate the power of sport.
It is a mindset that shows she works just as hard as she plays.