Field the Future

Visa; Canada Soccer

May 16, 2026Canada

Digital/DataCreator/Social

Story Foundation

One-line framing

Visa and Canada Soccer used AI to help reimagine youth football pathways and earn Webby recognition for AI for good

Tension

Youth soccer development often lacks access, visibility, and scalable tools to identify and nurture talent consistently across regions, limiting opportunity for emerging players in Canada.

Insight

AI can help level the playing field by turning performance signals and participation data into actionable insight, helping surface talent and opportunity beyond traditional scouting limitations.

Idea

“Field the Future” by Visa and Canada Soccer used AI-driven storytelling and analysis to spotlight and support the next generation of players, reframing how talent can be discovered and developed across Canada.

Impact

The work earned recognition as a Webby nominee in the AI for Good category, amplifying the role of responsible AI in sport and generating public engagement through the People’s Voice Awards voting. Ask for votes.

Execution Modules

Module 1

AI-driven talent storytelling framework

What it was:

Digital campaign supporting Canada Soccer youth development narrative

Why it mattered:

Social amplification tied to Webby nomination and voting activation

Results

Results sourcehttps://winners.webbyawards.com/2026/ai/ai-experiences-appli...

Metrics

Metric

Value

Unit

Results pendingYes

Pending reasonNomination

Assets

Root folderhttps://ilovesalt.sharepoint.com/sites/Wearesalt/Shared%20Do...

Hero photos folderhttps://ilovesalt.sharepoint.com/sites/Wearesalt/Shared%20Do...

No photo assetsNo

Key Contacts

No contacts provided

Submitted on May 8, 2026 at 02:06 PM • Last updated May 8, 2026 at 02:15 PM

Saved generated content

LinkedIn postMay 8, 2026, 02:15 PM

Angle: Announcement

**Field the Future just got Webby recognition 🏆**

Salt XC's work with Visa and Canada Soccer earned a nomination in the AI for Good category. This wasn't just another campaign — it was about reimagining how talent gets discovered.

Youth soccer development has always been limited by geography, access, and traditional scouting. **Field the Future** flipped that script, using AI to turn performance data into opportunity. Real insights. Real players. Real pathways.

Now we need your vote for the People's Voice Awards. Because the future of Canadian soccer shouldn't be left to chance.

Big respect to Visa and Canada Soccer for backing bold thinking. And to our Digital/Data and Creator/Social teams for bringing this vision to life.

#AI #CanadaSoccer #WebbyAwards #FieldTheFuture #YouthSport #Innovation

@Visa @Canada Soccer

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**Short alt:**

**Field the Future earned a Webby nomination 🏆**

Our work with Visa and Canada Soccer used AI to reimagine youth soccer talent discovery. Now we need your People's Voice vote.

When bold clients meet bigger ideas, magic happens.

#AI #CanadaSoccer #WebbyAwards