Canadian Club has joined the starting lineup as an official partner of Canada Soccer and the Canadian Premier League (CPL), marking a three-year alliance with the national governing body and the country's top men's professional soccer league. This partnership comes at a time of unprecedented growth for the sport in Canada, as it captures the hearts of fans from coast to coast.
For generations, Canadian Club has been a symbol of pride and belonging for Canadians. With a long tradition of bringing people together, the brand enters the soccer scene with a deep commitment to supporting a cause larger than itself and uniting soccer fans across the country. Through a range of solid assets and a proudly Canadian voice, Canadian Club will accompany national soccer in its momentum, present where fans are most passionate, celebrating the energy, passion, and national pride that Canadian soccer inspires as the sport approaches a historic moment.
"Canadian Club has always embodied the pride and resilience of Canada, and it's an honor to bring that same energy into the world of Canadian soccer," said Deepti Gurkar, Senior Director, National Marketing and International Canadian Brands, at Suntory Global Spirits. "This partnership goes far beyond a sidelines presence: it places Canadian Club at the heart of the action, in immersive experiences that are deeply Canadian."
Canadian Club will join the millions of fans who fuel Canadian soccer, as the exclusive partner of Canada Soccer and the CPL in the whisky and ready-to-drink categories until 2027. The brand will support Canadian professional players, both internationally and domestically, from the field to retail outlets, as Canada prepares to shine on its own stage next year. It will create content inspired by on-field action and connect with fans through concrete marketing activations and immersive digital content.
Fans will spot Canadian Club at Canada Soccer's home matches, with LED boards displaying the brand around the stadium, on-site marketing activations, tasting opportunities at select fan and VIP events, and exclusive pouring rights at major Canada Soccer events next year. These touchpoints will bring fans closer to the energy and emotion building across the country, celebrating a sport that unites Canada with impressive force.
"We are thrilled to welcome Canadian Club to the Canada Soccer partner family at such a pivotal time for our sport," said Dominic Martin, Chief Marketing Officer of Canada Soccer. "Through Canadian Club's deep affinity with Canadian heritage and its strong national presence, this partnership will enhance the fan experience in stadiums and communities across the country."
Canadian Club's presence will extend from coast to coast through its partnership with the CPL. The brand will be visible in stadiums from Halifax to Vancouver Island, with signage, matchday tastings, and on-site experiences such as pre-game gatherings and special attention in select VIP suites. Canadian Club will also be active at major events, including the CPL Final with its VIP reception and the CPL Awards.
"Canadian Club is a brand that, like soccer, is an integral part of the fabric of our country. As Canadian soccer reaches unprecedented heights, we are proud to welcome such an iconic Canadian partner alongside Canada Soccer and the Canadian Premier League," said Glen Johnson, Executive Vice President of the Canadian Premier League and Canadian Soccer Business. "Together, we will enrich the fan experience and create memorable moments that celebrate our shared pride, passion, and identity, here at home and internationally."
Canadian Club is proud to be part of a defining chapter for national soccer, toasting not only the game but also the people and pride that drive it, as excitement builds and Canada prepares to shine on the world stage.
