APEX Forum: How Canadian Businesses Enter New Markets (World Cup Kickoff)

World Cup Kickoff Business Forum, Opening Ceremony + First Game!

In 2026, the biggest soccer tournament comes to North America, hosted across Canada, the United States, and Mexico. For Canadian businesses, this is more than a sporting event. It is a once-in-a-lifetime opportunity to build cross-border relationships, explore new markets, and understand how major global moments can create business growth opportunities.

Hosted by Catapult, U.S. Consulate General in Calgary and the Consulate of Mexico in Calgary, the APEX Forum: How Canadian Businesses Enter New Markets will bring together founders, growth-stage SMEs, business leaders, trade partners, investors, and ecosystem stakeholders for a practical conversation on international expansion, partnerships, financing, and market entry.

The forum will explore what it takes to expand internationally, from market access and risk reduction to partnerships, sponsorships, financing, and building credibility in new markets.

 

The morning will feature two panel sessions:

9:00AM - 11:20AM

1) Football as a Global Market Access Platform: Partnerships, Sponsorships, and Brand Trust Across Borders
This panel will explore how Canadian businesses can use football, local clubs, sponsorships, partnerships, and community engagement to build trust and reach international audiences.

Panellists include:

• Brian Wong, Moderator
• Lara Murphy, President & CEO, Calgary Wild FC
• Mason Trafford, Commercial Director, Cavalry FC
• Stacy Hatcher, Calgary United Soccer Association
• Daniel Monzon, CEO, Catapult Startups

 

2) Doing Business in the USA and Mexico: The Real Market Entry Playbook
This session will focus on the practical realities of entering the U.S. and Mexican markets, including validating demand, finding partners, structuring cross-border sales, navigating trade pathways, accessing financing, and reducing risk.

Panellists include:

• Daniel Monzon, CEO, Catapult Startups, Moderator
• Jorge Martinez, Senior Account Manager, Small Business Financing, BDC
• Richard Barus, Senior Relationship Manager, EDC
• Ritesh Pais, Strategic Advisor, Catapult Startups
• Ahmed Morad, Commercial Assistant, U.S. Consulate General in Calgary
• Sebastián A. Galván-Duque C., Deputy Consul, Consulate of Mexico in Calgary

 

Watch the Opening Ceremony + First Game:
11:30 AM – 3:00 PM | Stephen Avenue between 2nd and 3rd Street S.W.

Following the morning forum, attendees will transition to Stephen Avenue to watch the Opening Ceremony and opening match, featuring Mexico and South Africa. There will be vendors with light refreshments and networking throughout the afternoon.

 

Who Should Attend

This event is designed for:

• Growth-stage founders and CEOs considering international expansion
• Export-ready SMEs looking to enter new markets
• Business owners preparing to scale, raise capital, or build partnerships
• Operators responsible for sales, finance, operations, product, and strategy
• Investors, trade partners, sponsors, and ecosystem leaders supporting business growth

 

What You’ll Leave With

Attendees will leave with a clearer understanding of how international markets are entered, what support is available for U.S. and Mexico expansion, and how soccer can be leveraged as a global business platform. The session will explore how partnerships, sponsorships, and community engagement can support market access, while showing businesses how to use the momentum of the world’s largest soccer tournament to build trust, strengthen relationships, and create growth opportunities across borders.