FIFA isn't very popular outside of kids who play soccer or athletic kids, the growth shouldn't be attributed to that.
In my school I'd say soccer is the 2nd biggest sport, hockey an obvious 1 and all others kinda lag behind. On any day its common to see at least 5 soccer jersey's. Dortmund, Chelsea, United, City, Bayern, Barca, Madrid, etc. If you look around you'll see it. I'd say the sport has grown exponentially in the last 5 years due to the national team, in terms of younger aged people being invested in it. Any kid knows Alphonso Davies, The average kid who enjoys sports can hold there own in a conversation about the national team and world football.
The apple TV deal is something I can't get my head around, must've been heaps of money for them to take it. I don't see how the game will grow in Canada if the games are locked on a streaming service for the next 10 years. Can someone explain the thought process?