Canadian Club Partners with Canada Soccer and Canadian Premier League in Three-Year Deal

Canadian Club has joined as an Official Partner of Canada Soccer and the Canadian Premier League in a three-year partnership that will run through 2027. This collaboration comes at a time when soccer is experiencing unprecedented growth in Canada, with the brand positioning itself as the exclusive whisky and whisky-based RTD beverage partner for both organizations. The partnership represents a strategic alignment between a heritage Canadian brand and the country's rapidly expanding soccer ecosystem.

Canadian Club will support Canada's international and professional players from the pitch to the retail floor as the country prepares to take centre stage on home turf next year. The brand will create content shaped by on-field events and connect with fans through real-world activations and digital storytelling. At Canada Soccer National Team home matches, Canadian Club will be present with branded LED signage around stadiums and on-site activations. The partnership includes sampling opportunities at select fanfests and VIP events, along with pouring rights at marquee Canada Soccer events next year.

These touchpoints are designed to bring supporters closer to the energy and emotion building across Canada and help celebrate a sport that's bringing the country together. 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. For more details on Canada Soccer, visit the official website at https://www.canadasoccer.com.

The brand's presence will extend coast to coast through its partnership with the Canadian Premier League. Canadian Club will have visible presence in stadiums from Halifax, NS to Vancouver Island, BC through signage, matchday sampling and in-person experiences such as pre-game gatherings and special touches in select VIP suites. The brand will activate at marquee 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, emphasized the natural fit between the iconic Canadian brand and the growing soccer landscape. The CPL, which is contesting its seventh season in 2025, plays in Concacaf and FIFA sanctioned competitions. For more updates and information, please 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 in immersive ways that are uniquely Canadian.

The collaboration represents Canadian Club's commitment to supporting something bigger than itself and uniting fans from coast to coast during a defining chapter for soccer in the country. This partnership strategically positions Canadian Club at the forefront of soccer's rising popularity in Canada, connecting the heritage brand with the passion and energy of the sport's growing fanbase nationwide.