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 RTD beverage partner for both organizations. This collaboration emerges during a period of unprecedented growth for soccer in Canada, strategically connecting a heritage Canadian brand with the country's expanding soccer ecosystem. The partnership will support Canada's international and professional players while engaging fans through multiple touchpoints as the country prepares to host significant soccer events.

The brand will create content inspired by on-field events and connect with supporters through real-world activations and digital storytelling. At Canada Soccer National Team home matches, Canadian Club will feature branded LED signage around stadiums and implement on-site activations. The agreement includes sampling opportunities at select fanfests and VIP events, along with pouring rights at marquee Canada Soccer events next year. These initiatives are designed to bring fans closer to the energy building across Canada and celebrate a sport that is 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. For comprehensive information about Canada Soccer, 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, NS to Vancouver Island, BC through signage, matchday sampling, and in-person experiences including pre-game gatherings and special touches in select VIP suites. The brand will activate at marquee events such as 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, 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 additional updates and details, 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 the action through immersive experiences that are uniquely Canadian. This collaboration represents Canadian Club's commitment to supporting something larger than itself and uniting fans from coast to coast during a defining chapter for soccer in the country, leveraging the sport's increasing popularity to connect with diverse audiences nationwide.