Canadian Club Partners with Canada Soccer and Canadian Premier League in Three-Year Deal
TL;DR
Canadian Club gains exclusive whisky partnership with Canada Soccer and CPL through 2027, securing prominent brand exposure during soccer's peak growth in Canada.
Canadian Club will activate through stadium signage, fan sampling, VIP events, and digital content across Canada Soccer and CPL matches through a three-year partnership.
This partnership unites Canadians through shared soccer passion, supporting national teams and community events that celebrate Canadian identity and bring people together.
Canadian Club whiskey becomes the official drink of Canadian soccer, appearing at matches nationwide with special fan experiences through 2027.
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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, strategically connecting a heritage Canadian brand with the expanding soccer ecosystem as the country prepares to host major international events.
The partnership will see Canadian Club support Canada's international and professional players through various activations from the pitch to retail environments. Dominic Martin, Canada Soccer Director of Marketing, expressed that Canadian Club's deep connection to Canadian heritage and bold national presence will elevate the fan experience in stadiums and communities nationwide. At Canada Soccer National Team home matches, Canadian Club will feature branded LED signage around stadiums and implement on-site activations designed to bring supporters closer to the energy building across the country. For comprehensive information about Canada Soccer's programs and events, visit https://www.canadasoccer.com.
The brand's coast-to-coast presence will be amplified through its partnership with the Canadian Premier League, with visible activations in stadiums from Halifax, Nova Scotia to Vancouver Island, British Columbia. These will include matchday sampling, pre-game gatherings, and special experiences in select VIP suites. Canadian Club will activate at marquee events including the CPL Final and its VIP reception, along with the CPL Awards. Glen Johnson, Executive Vice President of Canadian Premier League and Canadian Soccer Business, emphasized the natural alignment between the iconic Canadian brand and the growing soccer landscape. The CPL, which is contesting its seventh season in 2025, participates in Concacaf and FIFA sanctioned competitions. For league updates and detailed 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 Canadian identity. The collaboration represents Canadian Club's commitment to supporting something larger than itself and uniting fans nationwide during what represents a defining chapter for soccer in Canada. The partnership includes sampling opportunities at select fanfests and VIP events, along with pouring rights at key Canada Soccer events next year, creating multiple touchpoints to celebrate the sport that's bringing the country together.
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