Michelob Ultra Zero, a sponsor of the 2026 FIFA World Cup, has altered a massive billboard overlooking Toronto's Gardiner Expressway to honour Canadian striker Jonathan David. The billboard now displays David with three fingers raised, a nod to his hat trick against Qatar in Canada's second Group B match.
Billboard Change Celebrates Historic Performance
The billboard, located directly in front of Toronto Stadium, originally showed David with one finger raised. After his three-goal outburst in Vancouver on June 22, 2026, the company updated it to reflect his achievement. According to a Michelob Ultra Zero press release, the modification is "a not to his historic hat trick and the records he broke on the global stage."
David's hat trick powered Canada to a 6-0 victory over Qatar, with two goals in the first half. He also contributed to Cyle Larin's opening goal. The win revived Canada's offense, which had struggled in the tournament opener against Bosnia and Herzegovina, a 1-1 draw where David missed a key chance and was substituted in the second half.
David's Journey from Struggles to Stardom
Before the Qatar match, David faced intense scrutiny over his form. Head coach Jesse Marsch had defended him, citing his talent and productivity. David is Canada's all-time leading scorer and became the top Canadian male scorer in a single World Cup. He is also the first player to record a hat trick for a World Cup host nation since Geoff Hurst for England in 1966.
Michelob Ultra Zero's marketing move aims to build national hype ahead of Canada's crucial match against Switzerland on Wednesday. The billboard is a prominent fixture on the Gardiner Expressway, ensuring visibility for commuters and fans.
