Canadian Club Forms Three-Year Partnership with Soccer Canada and Canadian Premier League

Canadian Club has entered into a three-year partnership as the official partner of Soccer Canada and the Canadian Premier League, marking a significant alignment between the iconic Canadian whisky brand and the country's rapidly growing soccer landscape. The partnership, which extends through 2027, positions Canadian Club as the exclusive whisky and ready-to-drink beverage partner for both organizations during a period of unprecedented growth for soccer in Canada.

Deepti Gurkar, Senior Director of National Marketing and Canadian International Brands at Suntory Global Spirits, emphasized the natural alignment between the brand and Canadian soccer. "Canadian Club has always embodied Canadian pride and resilience, and it's an honor to bring that same energy to Canadian soccer," Gurkar stated. "This partnership goes beyond mere sideline presence: it places Canadian Club at the heart of the action, in deeply Canadian immersive experiences."

The partnership represents a strategic move for Canadian Club, which has long celebrated Canadian identity and now aims to support Canadian professional players both domestically and internationally. The brand will create content inspired by on-field action and connect with fans through tangible marketing activations and immersive digital content. Fans attending Soccer Canada home matches will encounter Canadian Club through brand-colored LED signage around stadiums, on-site marketing activations, tasting opportunities at select fan and VIP events, and exclusive pouring rights at major Soccer Canada events next year.

Dominic Martin, Marketing Director of Soccer Canada, expressed enthusiasm about the new partnership. "We are thrilled to welcome Canadian Club to the Soccer Canada partner family at such a pivotal moment for our sport," Martin said. "Through Canadian Club's deep affinity with Canadian heritage and strong national presence, this partnership will enhance the fan experience in stadiums and communities across the country."

The partnership extends coast-to-coast through Canadian Club's involvement with the Canadian Premier League. The brand will be visible in stadiums from Halifax to Vancouver Island through signage, match-day tastings, and on-site experiences including pre-game gatherings and special attention in select VIP suites. Canadian Club will also activate at major events such as the Canadian Premier League Final with its VIP reception and the CPL Awards. More information about the league can be found at https://canpl.ca.

Glen Johnson, Vice President of the Canadian Premier League and Canadian Soccer Business, highlighted the shared Canadian identity between the brand and the sport. "Canadian Club is a brand that, like soccer, is woven into the fabric of our country. As Canadian soccer reaches unprecedented heights, we are proud to welcome such an iconic Canadian partner alongside Soccer Canada and the Canadian Premier League," Johnson noted. "Together, we will enrich the fan experience and create memorable moments that celebrate our shared pride, passion, and identity, both here at home and internationally."

This partnership arrives as Canada prepares to shine on the global soccer stage next year, with Canadian Club positioned to celebrate not just the game itself but the people and pride that drive it. The collaboration represents a significant investment in Canadian sports culture at a time when soccer's popularity continues to surge nationwide, creating new opportunities for brand engagement and fan connection throughout the country's evolving soccer ecosystem. Additional information about Soccer Canada is available at https://www.canadasoccer.com.