American kissed the Canadian team logo in Los Angeles

In the 2nd minute of stoppage time, Eustáquio struck from outside the box, sending the ball into the net. 1-0, Canada eliminated South Africa.

At the final whistle, Jesse Marsch didn't go to embrace the goal scorer. He clutched the Canadian team crest on his chest and pressed his lips firmly against it.

An American born in Wisconsin, in Los Angeles' SoFi Stadium—the heart of American soccer—kissing a maple leaf badge.

Dig through Canada's men's World Cup history. In 1986 in Mexico, three group matches: 0-1 vs France, 0-2 vs Hungary, 0-2 vs Soviet Union. Zero goals, zero points. 36 years later in Qatar: 0-1 vs Belgium, 1-4 vs Croatia, 1-2 vs Morocco. Two goals, zero points.

Combined, two tournaments, six straight losses, 2 goals for, 12 against. At the World Cup table, Canada had always been just there to make up the numbers.

Until June 18th, at BC Place in Vancouver. Canada 6-0 Qatar. Shots 31 to 2, shots on target 10 to 0, possession 78%. Not an upset, closer to a one-sided execution.

Ten days later in Los Angeles, a stoppage-time winner against South Africa secured the first World Cup knockout stage victory in the nation's history. A forty-year underdog label, torn apart in two matches.

Against South Africa, looking at expected goals (xG): Canada 1.32, South Africa 0.13. The South Africans barely had a decent chance all game, but the ball just wouldn't go in, dragging on until the 92nd minute.

The same team that steamrolled Qatar 6-0 in the group stage was the same one stifled by a defensive block for 90 minutes before finally breaking through.

Marsch repeatedly shouted one phrase in the dressing room after the match, a video going viral on Twitter: "Canadian heroes. Canadian heroes. You should be so proud of who you are."

After that outburst, he made a point of going over to injured player Liam Millar, who missed the game, putting his arm around the fringe international's shoulder for a few personal words.

Pulling even the injured player on the bench's end into the fold, so the whole team dared to go crazy with him.

Three years ago, the man shouting this was the discarded manager of Elland Road.

Took over Leeds United in February 2022, gone 11 months later. Premier League record: 8 wins, 9 draws, 15 losses. Won only 2 of his final 15 league matches before being fired.

After leaving Leeds, the US Soccer Federation told him the national team head coach position was "basically his." He turned down an offer from Leicester City because of it. Then US Soccer went and re-hired Gregg Berhalter instead.

Marsch used the word "devastated" in a later interview. Left with nothing.

In May 2024, he took over Canada. In May 2026, he signed a contract extension until 2030, with an annual salary of $2.8 million.

Before the $2.8 million had even warmed in his pocket, Marsch found himself in the crosshairs of public opinion in three countries simultaneously.

talkSPORT host Jason Cundy ranted on his show: "Jesse Marsch – kissing the Canadian badge. He is an American. I can't imagine Tuchel kissing the England badge."

The British thought it was grandstanding.

The accusations of grandstanding actually started before this game. Ahead of the World Cup, the coach, who played 13 seasons in MLS and served as a US assistant coach, publicly criticized American players for "needing to be begged to sing the national anthem," saying Americans have "too high an opinion of themselves."

Former US international Clint Dempsey fired back live on FOX Soccer: "Man, I can't take this guy too seriously. Worry about your own team."

In the post-match press conference after beating South Africa, a journalist tried to stir things up: The US team is about to play Bosnia in the 32-team tournament stage; Canada drew 1-1 with Bosnia in the group stage. Any advice?

Marsch's response: "Thank you for asking, but I actually don't care."

Having said that, he added a follow-up: Bosnia is a tough opponent, and he advised the US team to thoroughly study the match footage.

Verbally dismissing it, but his mind instinctively switched back to tactics.

To those criticizing his badge-kissing as a stunt, he said he didn't care. To the American reporter, he said he didn't care. Using the same phrasing twice, only to reveal himself right after the second time.

A man left hanging by US Soccer long ago learned to use "I don't care" as his armor.

Marsch is the first American coach in history to manage a foreign national team at a World Cup.

July 4th, American Independence Day. Canada will play their Round of 16 match in Houston.

A coach abandoned by his home country, leading another nation's team, on Independence Day, stepping onto American soil. His contract runs until 2030; regardless of this match's outcome, he will be sitting on this coaching bench for a long time.