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Good morning, Edmonton and surrounding areas! Happy Sunday, neighbours!
Canada plays South Africa TODAY at 1:00 pm MT in their first-ever World Cup knockout match, and Edmonton's own Alphonso Davies is right at the heart of it. Last night, EPS officers shot and killed a man in southwest Edmonton following a frightening series of alleged assaults and hit-and-run incidents. A massive new 1,864 megawatt power plant just got the green light for Sturgeon County, and Edmonton's June rainfall is within striking distance of a record that has stood since 1914. Plus, an asteroid making its closest pass to Earth since the 1600s, and a World Cup story involving a dog named Pickles. Grab your coffee ☕

🚨 Man Dead After EPS Shoots Suspect Who Led Officers Through a Series of Alleged Assaults and Hit-and-Run Incidents
What happened in the officer-involved shooting in southwest Edmonton on the evening of June 27, 2026?
A 59-year-old man is dead after Edmonton police shot him Friday evening at a Christie Vista SW residence, following what officers describe as a series of alleged assaults and hit-and-run collisions that drew emergency calls across the area before the situation turned fatal.
ASIRT, Alberta's independent police watchdog, has been called in to investigate as is standard procedure when EPS officers are involved in a death
Police say efforts to de-escalate were made before shots were fired; the full circumstances of the incident are now under independent review
An investigation is underway. Hit reply if you have thoughts on how situations like this are handled in our city.
⚡ Alberta Just Approved a Massive New Power Plant to Feed the Data Centre Boom in Sturgeon County
What is the Greenlight Electricity Centre and why does it matter for Alberta's energy and economic future?
The Alberta Utilities Commission approved the Greenlight Electricity Centre this week, a 1,864 megawatt natural gas plant in Sturgeon County's Alberta Industrial Heartland, developed jointly by Pembina Pipeline and Kineticor to meet the surging electricity demand from data centres moving into the province.
The project is expected to create up to 1,500 jobs at peak construction and could be operational as early as 2031, making it one of the largest power generation approvals in Alberta in years
The data centre industry's enormous appetite for electricity is driving the case for new generation capacity, and this approval signals that Alberta is positioning the Industrial Heartland as a destination for that wave of tech infrastructure
A massive new plant in our region, thousands of jobs on the way, and Alberta planting a flag in the global data economy. What do you think? Hit reply.
🌧️ Edmonton Is on the Edge of Rewriting a June Rainfall Record That Has Stood Since 1914
How close is Edmonton to breaking its all-time June rainfall record in 2026 and what is still at risk?
With 203 millimetres of rain recorded so far in June and another system arriving this weekend, Edmonton is within reach of the all-time June record of 216.5 millimetres set in 1914, while rural communities in the region remain under emergency alerts as drainage infrastructure continues to strain under the pressure.
Flooding concerns and tornado threats have swept across the Canadian Prairies this week, with weather systems delivering more rain than most Albertans have seen in a single June in their lifetimes
Emergency alerts remain active for rural areas surrounding Edmonton, and the weekend system is expected to deliver more rain before things begin to ease through the evening
If your neighbourhood has been hit hard, hit reply and tell us what you are seeing. We want to know.

🇨🇦 Canada Takes On South Africa TODAY in the Most Important Soccer Match in This Country's History
What is at stake for Canada in the FIFA World Cup Round of 32 against South Africa on June 28, 2026?
Canada faces South Africa at the Rose Bowl in Los Angeles today at 1:00 pm MT in the Round of 32, the first-ever knockout match for both nations at the FIFA World Cup, with an Edmonton connection right at the heart of it: Alphonso Davies grew up in Edmonton's Glengarry neighbourhood, came up through the Edmonton Strikers youth program, and is now one of the best players on the planet wearing the red and white today.
A win today sends Canada to the Round of 16 for the first time in history; the match airs live on TSN and CTV with streaming options available for cord-cutters across the country
South Africa is not a team Canada should take lightly after earning their knockout spot, but the Canadians have the home-continent advantage and a Rose Bowl crowd that will be very much in their corner
Find a watch party, clear your afternoon, and be loud. Hit reply with your score prediction and who you think scores first.
🪕 A Giant Asteroid Is Making Its Closest Pass to Earth Since the 1600s This Weekend and You Can Spot It From Alberta
How can Canadians see Asteroid 1997 NC1 during its historic close approach this weekend?
Asteroid 1997 NC1, roughly the size of three CN Towers stacked end to end, is making its closest approach to Earth since the 1600s this weekend, and it is visible from Canada with a small telescope if you know where to look in the night sky.
Point your telescope toward the Ophiuchus constellation after dark to find it; astronomers confirm there is absolutely zero danger to Earth from this pass, so it is pure wonder with no worry attached
The asteroid will not come this close again for centuries, making tonight a genuinely rare opportunity for backyard stargazers across Alberta
Clear skies willing, this is worth staying up for. Hit reply if you manage to spot it.

💥 Iran Struck a Cargo Ship in the Strait of Hormuz. The US Hit Back. Then Iran Hit US Bases in Kuwait and Bahrain.
What happened in the Strait of Hormuz escalation on June 27, 2026 and what does it mean for Alberta oil prices?
The fragile 60-day US-Iran ceasefire hit its most serious test yet when Iran's Revolutionary Guard struck the commercial tanker M/T Kiku in the Strait of Hormuz, the US retaliated by striking Iranian missile storage and radar sites, and Iran then struck US military bases at Ali al-Salem in Kuwait and the Fifth Fleet naval base in Bahrain, all within hours, throwing renewed uncertainty into oil markets that Alberta has been watching very closely.
Brent crude settled around $72 after the exchanges, and Saudi Aramco resumed oil loading at Ras Tanura for the first time in months, a mixed signal that analysts say shows just how fragile the path to fully reopening the Strait actually is
The International Maritime Organization had paused its operation to move stranded vessels out of the Strait after the attack; with roughly 500 ships still in the area, what happens in the next 72 hours matters directly to Alberta royalty revenues and the provincial budget
The ceasefire is under serious strain. What happens next in the Strait will eventually show up in Alberta's energy royalties. Hit reply with your read on where this is headed.
YOUR TURN 💌
It is World Cup Sunday and Canada is in the knockout round. Where are you watching from today? Couch setup, a packed bar, a backyard with a projector, a neighbour's place you were not technically invited to but showed up anyway? Hit reply and tell me your setup. The best one gets a shoutout in Monday's issue.
At the top of today's issue, outside the purple frames, our sponsor waits patiently. Any sponsor in this newsletter help fund every story you read. Give them a click. It’s minimal effort on your part and means everything to this newsletter.

Edmonton local Weather

Day ⬇ 4° lower than historical avg, Night ⬆3° higher than historical avg.
🌧️ Edmonton Weather: Sunday June 28th
Sunday brings a rainy start with showers carrying through much of the day and temperatures reaching a high of 20°C. The rain is expected to taper toward evening, giving a brief window of relief after one of the wettest Junes the city has seen in over a century. If you are heading out to a watch party today, plan for wet weather and bring layers.

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📅 Events Happening in Edmonton and Surrounding Areas
Sunday June 28
🌸 Canada vs South Africa, FIFA World Cup Round of 32 🏟️ Watch Party Details
📅 Today ⏰ 1:00 pm MT 📍 ICE District Plaza and viewing locations across Edmonton
Canada's biggest soccer moment ever is TODAY. Find a watch party or stream at home.
🌸 The Works Art & Design Festival 🏟️ Details
📅 June 20 to July 1 ⏰ Festival hours 📍 Sir Winston Churchill Square, Edmonton
The free, family-friendly art festival continues through the long weekend.
🌸 Death: Life's Greatest Mystery Exhibition 🏟️ Details
📅 June 26 to July 3 ⏰ Museum hours 📍 Royal Alberta Museum, Edmonton
An immersive exhibition exploring how cultures understand death and remembrance.
🌸 North American Cup Series: Lead & Speed 🏟️ Details
📅 June 26 to 28 (Final Day) ⏰ All day 📍 Louise McKinney Riverfront Park, Edmonton
Last day to catch this major sport climbing competition with free spectator access.
Surrounding Areas
🌸 Regional festivals and community events 🏟️ Details
📅 This weekend ⏰ Varies 📍 East of Edmonton communities
The regional calendar continues to list community programming in nearby towns.
Coming Up
🌸 Canada Round of 16 (if they win today) 🏟️ Details
📅 Early July ⏰ TBD 📍 TBD venue
Win today and Canada plays again in the Round of 16 next week. Something to watch for.
BET YOU DID NOT KNOW 🤔
Before you settle in to watch Canada take on South Africa today, here is a World Cup story that has nothing to do with goals or Alphonso Davies.
The original Jules Rimet Trophy, the gold statuette awarded at every World Cup from 1930 to 1970, was stolen from a public exhibition in London just four months before England hosted the 1966 World Cup. The Football Association was mortified. A nationwide search turned up nothing. Then, one week later, a dog named Pickles was out for a walk with his owner in South London, sniffed out a bundle wrapped in newspaper under a hedge, and found the original World Cup trophy sitting right there.
Brazil won the trophy outright after their third World Cup title in 1970 and got to keep it permanently. Then it was stolen again from a display case in Rio de Janeiro in 1983, and has never been found. The trophy you see lifted at the end of world cup match is a replacement.
Pickles got fan mail. He was invited to the post-tournament banquet. His owner received a reward. And somewhere in the world, the original Jules Rimet Trophy is still out there.
Happy watching today, neighbours. Come on, Canada. 🇨🇦



