Canadian Club Becomes Official Partner of Canada Soccer and Canadian Premier League
Canadian Club has signed a three-year partnership with Canada Soccer and the Canadian Premier League, positioning the iconic whisky brand at the center of soccer's unprecedented growth in Canada as the country prepares to host international events.
Canadian Club has joined as an Official Partner of Canada Soccer and the Canadian Premier League in a three-year partnership that aligns the iconic whisky brand with soccer's rising popularity across the country. The partnership comes at a pivotal moment for Canadian soccer as the sport experiences unprecedented growth and prepares for major international events on home soil.
The agreement establishes Canadian Club as the exclusive whisky and whisky-based RTD beverage partner of both Canada Soccer and the Canadian Premier League through 2027. This strategic move connects a brand with deep Canadian heritage to a sport that is increasingly defining national identity and bringing communities together from coast to coast.
"Canadian Club has always stood for the pride and resilience of Canada, and we're honoured to bring that same energy to Canadian soccer," said Deepti Gurkar, Senior Director, National Marketing and Global Canadian Brands at Suntory Global Spirits. "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."
For Canada Soccer, the partnership will feature prominently at National Team home matches with branded LED signage around stadiums, on-site activations, sampling opportunities at select fanfests and VIP events, and pouring rights at marquee events next year. These touchpoints are designed to bring supporters closer to the energy building across Canada as the country prepares to host international soccer events.
"We are thrilled to welcome Canadian Club to the Canada Soccer partner family at such a monumental moment for our sport," said Dominic Martin, Canada Soccer Director, Marketing. "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 partnership extends coast to coast through the Canadian Premier League, where Canadian Club will have visible presence in stadiums from Halifax to Vancouver Island through signage, matchday sampling, and in-person experiences. The brand will activate at marquee events including the CPL Final and its VIP reception, as well as the CPL Awards, creating memorable moments for fans across the country.
"Canadian Club is a brand that, like soccer, is woven into the fabric of our country," said Glen Johnson, Executive Vice President of Canadian Premier League and Canadian Soccer Business. "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 business opportunity for Canadian Club to connect with millions of passionate soccer fans across Canada. With soccer's growing popularity and the anticipation building for major international events in Canada, this alignment positions the brand at the center of cultural moments that are bringing the country together. For more information about Canada Soccer, visit https://www.canadasoccer.com, and for updates about the Canadian Premier League, visit https://CanPL.ca.