Canadian Club has established a three-year partnership with Canada Soccer and the Canadian Premier League that will extend through 2027, making the brand the exclusive whisky and whisky-based RTD beverage partner for both organizations. This strategic collaboration arrives during a period of unprecedented growth for soccer in Canada, with the sport gaining significant momentum nationwide.
The partnership represents a deliberate alignment between a heritage Canadian brand and the country's expanding soccer infrastructure. Canadian Club will support Canada's international and professional players across multiple platforms, from on-field activities to retail environments, as the country prepares to host major international soccer events. The brand plans to develop content inspired by on-field events and engage with fans through physical activations and digital storytelling initiatives.
At Canada Soccer National Team home matches, Canadian Club will maintain visibility through branded LED signage throughout stadiums and on-site activations. The agreement includes sampling opportunities at select fanfests and VIP events, along with pouring rights at prominent Canada Soccer events scheduled for the coming year. These engagement points are designed to connect supporters with the growing excitement surrounding soccer in Canada and help celebrate a sport that's increasingly uniting the nation. 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 enhance the fan experience in stadiums and communities across the country. For additional information about Canada Soccer, visit https://www.canadasoccer.com.
The brand's presence will extend nationally through its partnership with the Canadian Premier League, with activations spanning from Halifax, Nova Scotia to Vancouver Island, British Columbia. Canadian Club will maintain visible presence in stadiums through signage, matchday sampling, and in-person experiences including pre-game gatherings and special amenities in select VIP suites. The brand will activate at key events including the CPL Final and its VIP reception, as well as the CPL Awards. Glen Johnson, Executive Vice President of Canadian Premier League and Canadian Soccer Business, highlighted the natural alignment between the iconic Canadian brand and the evolving soccer landscape. The CPL, which is currently in its seventh season, participates in Concacaf and FIFA sanctioned competitions. For league updates and information, visit https://CanPL.ca.
Deepti Gurkar, Senior Director of National Marketing and Global Canadian Brands at Suntory Global Spirits, characterized the partnership as bringing Canadian Club into the core of soccer action through immersive experiences that reflect Canadian identity. The collaboration demonstrates Canadian Club's commitment to supporting initiatives beyond its commercial interests and uniting fans nationwide during what represents a pivotal period for soccer's development in Canada.
