The giant FIFA banner you saw was likely made in Barrie

You may not know the name of this Barrie company but it’s very likely you’ve seen their work recently.

You may not know the name of this Barrie company, but it’s very likely you’ve seen their work recently. Over the course of the matches played in Canada, Barrie-based The Look Company, producer of visual displays, has made over 100,000 banners and wraps and various other display items for the 2026 FIFA World Cup. “When you start on a project like the World Cup, you go from one to 100 miles an hour incredibly quickly, and you’re doing that seven days a week,” said Gerry Price, CEO.

The Look Company has been responsible for everything from wraps for Toronto Stadium to turning Science World on Vancouver’s waterfront into a giant FIFA match ball. “When North America was selected, it was determined that it was going to go from eight venues to 16 venues, we knew that it was going to be bigger than any sporting event that had ever been hosted in the world,” Price told CTV News. “And it would be a great opportunity for the company to show what we could really do,” he added.

The business was founded in Barrie 50 years ago by the Burke family. Now in its third generation, it employs 500 people. Almost everything is done in-house, from design to printing in their shop, to sewing and finishing on the floor, to installation wherever necessary across the country.

“Anywhere from a small two-inch by three-inch card with a player’s name on it in a locker room to the branding that was on the back of the temporary scaffolding (at Toronto Stadium),” Price said. To manage FIFA demand, the company set up additional shops in Tampa and Seattle to work alongside its already existing operations in Europe, the Middle East and the Philippines. “We’ve had people jumping on planes with bags full of branding material to get it to venues because things sponsors have changed,” said Price.

The Look Company confirmed to CTV News that work has begun on branding material that will be displayed at the FIFA World Cup final.