Think Jesse Marsch is performative? Canada’s commander-in-chief has a message for you

After Canada‘s second of six goals against Qatar 10 days ago, head coach Jesse Marsch unlocked what was depicted online as a “generational meme.” Running down the sideline, smoothly punching the air with his right hand as if he were an over-excited DJ at the decks in Ibiza, it is rather obvious that Marsch cares little for what people think about him. And on Sunday afternoon in Los Angeles, he made it known beyond all doubt.

Minutes after Stephen Eustaquio’s winner in the second minute of stoppage time sent Canada through to the last-16 at the expense of South Africa, Marsch gathered his 26 players and backroom staff in a small circle on the pitch. Adorned in a Team Canada sweater – with a flag the American would later kiss in celebration – Marsch told his team that they had become “Canadian heroes” after a first-ever World Cup knockout win.

“Guys, think about the two years we’ve been together,” he said, with a well-placed camera and microphone picking up every word. “Think about how we talked about sticking to the plan, sticking to who we want to be, playing aggressive, you guys showing your character.

“You guys are Canadian heroes; Canadian heroes for the future children of this country who play this sport. This sport has a big future because of you guys. You should be so proud of who you are. You should be so proud of this game. You went after it, moment after moment. You are Canadian heroes.”

It was Marsch-ism at his finest; something out of an “All or Nothing” documentary in real-time. Like him or loathe him, the former Leeds man is a coach who truly believes in the power of unity, passion and togetherness beyond any spiel of footballing tactics or formations. And questioned about the speech in his post-match press conference, Marsch had a message for the naysayers.

“Look, people like to say it’s performative to meet on the pitch,” he said. It should be noted that the journalist in question did not describe the moment as “performative”, but Marsch is seemingly aware of the sense of theatrics – maybe even cringe status – surrounding his form of management. Spoiler alert: he doesn’t care.

“I don’t give a s*** what people have to say. All I care about is our own team and what we do together.”

There you have it. And if curious as to why Marsch couldn’t save such a moment for the privacy of the dressing room, he had a reason for that, too. “It’s hard because after the game, everybody gets pulled away in a million different directions by the media and so you don’t really have a chance to be with your team unless you take that moment right there.

“I always try to get the leaders to speak because, again, they’re Canadian. This is their national team but I wanted to voice to them how important a moment this will prove to be for the sport in the country… it’s a pleasure to be their coach and the responsibility I feel to them specifically is what motivates me every day to try to prepare and create a platform for them to be their greatest. I think they did that today.”

It is a fascinating North American partnership at a time when political volatility between Canada and the United States remains somewhat tense beneath the surface. Arm-in-arm with his staff, Marsch sang the Canadian national anthem, O Canada, before the match in Los Angeles. A former US assistant coach, hailing from Wisconsin, Marsch has often been accused of fake patriotism.

Another spoiler alert: again, he doesn’t care. In fact, he doesn’t agree, as he vocalised in a passionate defence.

“Look, I am American and I’m proud to be American but I do think that the ideals and the characteristics of Canadian people fit me really well,” he said. “They value kindness, they value generosity. I think it’s a country that is very welcoming to outsiders, appreciates you for the things you do more than the things you say.

“And sometimes I know that Americans… we get a certain rap for being boisterous, for being arrogant, for being outwardly vocal. And I know that in many ways that does describe me and people, or at least people love to describe me that way.

“But again, I don’t give a s***.”

In many ways, Marsch’s unrepentant philosophy is to be commended. Foreign-born managers are often accused of not empathising with the national team they coach. The 52-year-old’s unbridled passion for his team and a country is undisputed and a massive factor in Canada’s run to the last-16, where they will face the Netherlands or Morocco in Houston on Saturday.

Marsch has a softer, mentor-esque side, too, speaking so eloquently about Eustaquio’s deserving moment in the spotlight. The Canadian match-winner tragically lost his mother, Esmeralda, to brain cancer in April 2023 and his father, Armando, a year later to a heart attack.

“Steph is one of the people in the team that I think is the most reliable and understands what we’re trying to achieve as a group,” he said. “Obviously, with everything that he’s been through with his parents passing away.

“He and his brother are really close and really tight. I couldn’t think of a more deserving human being in a group of incredible human beings. Maybe Steph is the most deserving to have a moment like that. I’m really happy for him – and I think from somewhere his parents are looking down and they saw that.”

Don’t be too quick to discount Canada. Alphonso Davies made his return from seven weeks out with a hamstring injury and made an immediate impact, creating two chances and accelerating Canada’s ponderous play going forward. The 25-year-old is his country’s genuine world-class player and will be pushing to start in Houston. But with or without the Bayern Munich star, Marsch will be Canada’s commander-in-chief. And he’ll be doing it his way, regardless of the noise and commentary around him.