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

Canadian Club has joined the starting lineup 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 national governing body and its domestic men's professional league. This collaboration comes at a time when soccer is experiencing unprecedented growth in Canada and igniting hearts across the country, with Canadian Club bringing its long history of celebrating Canadian pride and connection to the sport.

The partnership makes Canadian Club the exclusive whisky and whisky-based RTD beverage partner of both organizations through 2027. Deepti Gurkar, Senior Director of National Marketing and Global Canadian Brands at Suntory Global Spirits, emphasized that this partnership extends beyond traditional sponsorship, stating that it brings Canadian Club into the heart of the action in immersive ways that are uniquely Canadian. This reflects the brand's desire to support something bigger than itself and unite fans from coast to coast during a defining chapter for soccer in the country.

With Canada preparing to take centre stage on home turf next year, Canadian Club will support Canada's international and professional players from the pitch to the retail floor. Fans will see Canadian Club prominently featured at Canada Soccer National Team home matches through branded LED signage around stadiums, on-site activations, sampling opportunities at select fanfests and VIP events, and pouring rights at marquee Canada Soccer events. These touchpoints are designed to bring supporters closer to the energy and emotion building across Canada while celebrating a sport that's bringing the country together in powerful ways.

Dominic Martin, Canada Soccer Director of Marketing, expressed enthusiasm about the partnership, noting that Canadian Club's deep connection to Canadian heritage and bold national presence will elevate the fan experience in stadiums and communities across the country. The collaboration represents a strategic alignment between organizations that share a commitment to Canadian identity and national pride.

The brand's presence will extend coast to coast through its partnership with the Canadian Premier League, with visible activation in stadiums from Halifax, NS to Vancouver Island, BC. Canadian Club will engage fans through signage, matchday sampling, in-person experiences such as pre-game gatherings, and special touches in select VIP suites. The brand will also activate at marquee events including the CPL Final and its VIP reception, as well as the CPL Awards, creating memorable moments that celebrate shared pride, passion, and identity on home soil and beyond.

Glen Johnson, Executive Vice President of Canadian Premier League and Canadian Soccer Business, highlighted the natural fit between Canadian Club and soccer in Canada, noting that both are woven into the fabric of the country. As the game reaches unprecedented heights, this partnership with an iconic Canadian brand will help elevate the fan experience during a period of significant growth for Canadian soccer. The collaboration comes as anticipation builds for Canada to share its stage with the world, with Canadian Club positioned to celebrate both the game and the people and pride behind it.