Canadian Club Partners with Canada Soccer and Canadian Premier League in Three-Year Deal

Canadian Club has established a three-year partnership with Canada Soccer and the Canadian Premier League that will extend through 2027, positioning the brand as the exclusive whisky and whisky-based ready-to-drink beverage partner for both organizations. This collaboration arrives during a period of unprecedented growth for soccer in Canada, creating strategic alignment between a heritage Canadian brand and the country's expanding soccer ecosystem. The partnership will support Canada's international and professional players from the pitch to retail environments as the country prepares to host significant international matches next year.

The brand plans to create content inspired by on-field events and connect with fans through real-world activations and digital storytelling initiatives. At Canada Soccer National Team home matches, Canadian Club will feature branded LED signage around stadiums and implement on-site activations designed to enhance the fan experience. The agreement includes sampling opportunities at select fanfests and VIP events, along with pouring rights at marquee Canada Soccer events scheduled for next year. These touchpoints aim to bring supporters closer to the energy and emotion building across Canada while celebrating a sport that's uniting the country. Dominic Martin, Canada Soccer Director of Marketing, expressed enthusiasm about how Canadian Club's deep connection to Canadian heritage and bold national presence will elevate the fan experience in stadiums and communities nationwide. For comprehensive information about Canada Soccer's programs and events, visit https://www.canadasoccer.com.

Canadian Club's presence will extend coast to coast through its partnership with the Canadian Premier League, with visible branding in stadiums from Halifax, Nova Scotia to Vancouver Island, British Columbia through signage, matchday sampling, and in-person experiences including pre-game gatherings and special amenities in select VIP suites. The brand will activate at significant events including 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 natural alignment between the iconic Canadian brand and the evolving soccer landscape. The CPL, which is contesting its seventh season in 2025, participates in Concacaf and FIFA sanctioned competitions. For current updates and detailed league information, visit https://CanPL.ca.

Deepti Gurkar, Senior Director of National Marketing and Global Canadian Brands at Suntory Global Spirits, described the partnership as bringing Canadian Club into the heart of soccer action through immersive experiences that reflect uniquely Canadian characteristics. This collaboration represents Canadian Club's commitment to supporting initiatives larger than itself while uniting fans from coast to coast during what many consider a defining chapter for soccer's development and popularity across the country.