Canadian Club Becomes Official Partner of Canada Soccer and Canadian Premier League
TL;DR
Canadian Club gains exclusive whisky partnership with Canada Soccer and CPL through 2027, securing prominent brand exposure during soccer's peak growth in Canada.
Canadian Club will activate through stadium signage, fan sampling, VIP events, and digital content across Canada Soccer and CPL matches through a three-year partnership.
This partnership unites Canadians through shared soccer passion, supporting national teams and community events that celebrate Canadian identity and bring people together.
Canadian Club whiskey becomes the official drink of Canadian soccer, appearing at matches nationwide with special fan experiences through 2027.
Canadian Club has joined as an Official Partner of Canada Soccer and the Canadian Premier League in a three-year partnership that will extend through 2027. This collaboration comes at a pivotal moment for soccer in Canada, with the sport experiencing unprecedented growth and national excitement building toward upcoming international events on home soil.
The partnership establishes Canadian Club as the exclusive whisky and whisky-based RTD beverage partner for both organizations. For generations, Canadian Club has served as a symbol of Canadian pride and connection, making this alignment with national soccer institutions a natural extension of the brand's heritage. The timing coincides with Canada preparing to take center stage in international soccer competitions, creating significant visibility opportunities for the brand.
Canadian Club will have prominent presence at Canada Soccer National Team home matches through branded LED signage around stadiums, on-site activations, and pouring rights at marquee events. The brand will also participate in sampling opportunities at select fanfests and VIP events, bringing supporters closer to the energy building across the country. Dominic Martin, Canada Soccer Director of Marketing, noted that Canadian Club's deep connection to Canadian heritage and bold national presence will elevate the fan experience in stadiums and communities nationwide.
The partnership extends coast to coast through the Canadian Premier League, with Canadian Club activating in stadiums from Halifax, NS to Vancouver Island, BC. The brand will implement matchday sampling, in-person experiences including pre-game gatherings, and special touches in select VIP suites. Canadian Club will also have presence at marquee CPL events such as the CPL Final and its VIP reception, as well as the CPL Awards ceremony.
Glen Johnson, Executive Vice President of Canadian Premier League and Canadian Soccer Business, emphasized the cultural significance of the partnership, stating that Canadian Club, like soccer, is woven into the fabric of the country. As the game reaches unprecedented heights in Canada, this collaboration aims to create memorable moments that celebrate shared pride, passion, and identity both on home soil and beyond.
The partnership represents a strategic move for Canadian Club to connect with millions of passionate soccer fans across Canada during a period of heightened interest in the sport. By integrating into both international and domestic soccer ecosystems, the brand positions itself at the heart of Canadian cultural moments while supporting the growth of soccer infrastructure and fan engagement nationwide. This alignment with major sporting organizations provides Canadian Club with extensive reach across diverse demographics and geographic regions during a period of significant momentum for Canadian soccer.
For more information about Canada Soccer, visit https://www.canadasoccer.com. Details about the Canadian Premier League are available at https://CanPL.ca.
Curated from Reportable