Canadian Club Becomes Official Partner of Canada Soccer and Canadian Premier League

Canadian Club has joined as an Official Partner of Canada Soccer and the Canadian Premier League in a three-year partnership agreement that will run through 2027. The partnership comes at a time when soccer is experiencing unprecedented growth in Canada, with the country preparing to host major international events.

The iconic Canadian whisky brand becomes the exclusive whisky and whisky-based ready-to-drink beverage partner for both organizations. This strategic alignment brings together a heritage Canadian brand with the rapidly expanding soccer landscape in the country, creating new opportunities for fan engagement and brand visibility.

Deepti Gurkar, Senior Director of National Marketing and Global Canadian Brands at Suntory Global Spirits, emphasized the natural fit between the brand and Canadian soccer. "Canadian Club has always stood for the pride and resilience of Canada, and we're honoured to bring that same energy to Canadian soccer," Gurkar stated. "This partnership is about more than just showing up on the sidelines, it brings Canadian Club into the heart of the action in immersive ways that are uniquely Canadian."

The partnership will feature extensive stadium presence during Canada Soccer National Team home matches, including branded LED signage around venues and on-site activations. Canadian Club will also have sampling opportunities at select fanfests and VIP events, along with pouring rights at marquee Canada Soccer events next year as the country prepares to host international competitions.

Dominic Martin, Canada Soccer Director of Marketing, expressed enthusiasm about the new partnership. "We are thrilled to welcome Canadian Club to the Canada Soccer partner family at such a monumental moment for our sport," Martin said. "With Canadian Club's deep connection to Canadian heritage and bold national presence, this is a partnership that will elevate the fan experience in stadiums and communities across the country."

The Canadian Premier League partnership will extend Canadian Club's presence coast to coast, with visibility in stadiums from Halifax, Nova Scotia to Vancouver Island, British Columbia. The brand will activate through signage, matchday sampling, and in-person experiences including pre-game gatherings and special touches in select VIP suites. Canadian Club will also have a presence at marquee CPL events such as the CPL Final and its VIP reception, as well as the CPL Awards.

Glen Johnson, Executive Vice President of Canadian Premier League and Canadian Soccer Business, highlighted the shared values between the brand and Canadian soccer. "Canadian Club is a brand that, like soccer, is woven into the fabric of our country," Johnson noted. "As the game in Canada reaches unprecedented heights, we're proud to welcome such an iconic Canadian partner to both Canada Soccer and the Canadian Premier League. Together, we'll elevate the fan experience and create memorable moments that celebrate our shared pride, passion, and identity on home soil and beyond."

The partnership represents a significant corporate investment in Canadian soccer at a pivotal moment for the sport's development in the country. With soccer's popularity surging and major international events on the horizon, the collaboration between Canadian Club and Canada's premier soccer organizations signals confidence in the sport's continued growth and its ability to unite Canadians from coast to coast. For more information about Canada Soccer, visit https://www.canadasoccer.com, and for updates on the Canadian Premier League, visit https://CanPL.ca.