Bhavya Das
Anshuman JoshiThis article contains information regarding the organisations enjoying a strong branding presence across the Canada men’s and/or women’s national football teams’ physical and digital assets as sponsors and partners of the Canadian Soccer Association.
Name of the football association: Canadian Soccer Association (CSA) (also called Canada Soccer)
Also Read: FIFA Women’s World Cup 2023 Sponsors
Corporate Partners
Canadian Imperial Bank of Commerce (CIBC)
The Toronto-headquartered Canadian multinational bank signed a multi-year sponsorship agreement with Canada Soccer in November 2022, with the partnership aimed at “further strengthening the relationship with Canadian soccer fans from coast to coast to coast while supporting the growth of the sport at a grassroots level across the country”.
The deal puts the CIBC logo on the front of the training shirts of the Canada men’s and women’s national football teams as well as the Canada para football national team. The CIBC logo also featured at the Canada Soccer House in Doha during that 2022 World Cup, which housed the friends and family members of the Canadian team.
The partnership also entails collaboration over national grassroots activities, with the CIBC serving as the title sponsor of the “Active Start Soccer Fest” programme.
The Canada Soccer deal also sees the CIBC support the Canadian Premier League (CPL). While it serves as the front-of-shirt sponsor to Vancouver FC, the bank serves as the matchday-shirt sleeve sponsor to the rest of the CPL teams.
Allstate Corporation
Allstate Corporation is an American insurance company headquartered in Northfield Township, Illinois. Its Canadian entity, AllState Insurance Co. of Canada, was founded in 1953 and is headquartered in Markham.
Allstate first partnered with Canada Soccer in 2016, becoming its Official Home and Auto Insurance Partner. The deal also included a partnership with the Canadian Championship and the Active Start Soccer Fests grassroots programme.
In March 2021, both organisations extended their then-five-year-old partnership in a multi-year deal that also added the Canadian Premier League to the agreement.
Nike
In December 2018, Canada Soccer confirmed a partnership with American sportswear giant Nike as its official footwear, apparel and equipment supplier effective from January 2019. Nike replaced Umbro, which had held the role since 2011, to become the official supplier for both the men’s and women’s national teams of Canada at every level.
Toyota
Japanese automaker Toyota announced a partnership with Canada Soccer in 2017. According to the deal, the automaker became a main partner and sponsor of both the men’s and women’s national football teams of Canada. Toyota also became the principal partner of the Canadian Championship, an annual competition showcasing the top club teams in the nation, and the title sponsor of Canada’s U15 and U17 Senior National Championships.
Toyota also supports Canada Soccer’s grassroots initiatives, which aim to grow the sport across the country.
VISA
The San Francisco-headquartered American financial services provider also serves as a Corporate Partner to Canada Soccer.
Carlsberg Group
In October 2022, a multi-year deal negotiated by Canadian Soccer Business between Canada Soccer and the Canadian division of Vesterbro, Copenhagen-headquartered Danish brewer Carlsberg saw the latter become the Official Beer and Non-Alcoholic Beer of the Canada national football teams, focusing on the brands Carlsberg and Carlsberg 0.0%.
The partnership also entails Carlsberg Group supporting the Canadian Premier League starting with its 2023 season. Carlsberg serves as the front-of-shirt sponsor to York United FC, while also being a “key backer” of the CPL Pride matches.
The deal also sees Carlsberg’s cider brand Somersby listed as a Corporate Partner of Canada Soccer on its official website.
Degree Deodorant
Another deal negotiated by Canadian Soccer Business in October 2022 saw Unilever’s antiperspirant brand Degree (also known as Rexona, Sure and Shield in different parts of the world) become the Official Deodorant and Antiperspirant Partner of the Canada national football teams as well as the Canadian Premier League.
Gatorade
The American sports energy drinks brand also has a partnership in place with Canada Soccer, which sees its Canadian division serve as the Official Isotonic and Sports Nutrition Partner to the Canada men’s national football team.
The partnership also sees Gatorade Canada support the national competitions, including the Canadian Championship and the Toyota National Championships.
GE Appliances
In January 2022, GE Appliances, an American manufacturer of home appliances, announced a collaboration with Canada Soccer. GE Appliances serves as an official sponsor to the Canada men’s national football team thanks to this multi-year agreement.
GE Appliances began sponsoring sports in Canada in 2019. Since then, it has collaborated with many domestic professional teams, while also contributing to academy-level programming to support young athletes and carrying out community service projects.
Maple Lodge
The Brampton, Ontario-based meat-based food products manufacturer was announced as the Official Food Protein Partner of the Canada national football teams as well as the Canadian Premier League in November 2022 on a multi-year deal.
Apart from branding rights, the deal sees Maple Lodge support Canada Soccer’s “Active Start Soccer Fests” programme while also offering fans its products as well as opportunities like family photos, contests and giveaways at select CPL and Canada national teams matches. Maple Lodge is also the presenting partner of the CPL Player of the Week and “ULTIMATE Fan” awards.
GoGo squeeZ
All-natural squeezable applesauce company GoGo squeeZ was established in 2008 in New York. The business has sponsorship agreements with Kick it 3v3, US Soccer and several other sports organisations.
The fruit snack brand teamed up with the CSA in January 2022 to become an integrated partner of the eight clubs in the Canadian Premier League as well as the CSA-affiliated national teams.
Quesada
Quesada, a 2004-founded Toronto-based Mexican restaurant chain, also has a deal in place with Canada Soccer that covers both its men’s and women’s national teams.
Teck
British Columbia-based mining company Teck Resources was announced as an official partner of the Canada men’s national football team in 2019.
Through this partnership, Teck has released financial grants to four community football clubs in Canada with an aim to enhance football in their respective communities, which are: Kootenay South Youth Soccer Association, Crowsnest Pass Minor Soccer, Kamloops Youth Soccer Association, and Kootenay East Youth Soccer Association.
Access Storage
Access Storage is the official storage partner of the Canada men’s national football team. It is also an official sponsor of the Canada Olympic Committee.
Suppliers
Canadian Red Cross
The Canadian Red Cross is the official first-aid provider to all Canada Soccer-affiliated national teams. AEDs, first aid training, and first aid kits are some of the services offered.
AMJ Campbell
AMJ Campbell is a Canadian household goods and commercial office relocation company. It alsserves as an official supplier to the Canadian men’s national football team
Cardiac Science
A manufacturer of diagnostic and therapeutic cardiology products, Cardiac Science is an American medical company that also serves as an official supplier to the Canada men’s national football team.
FUNDING SUPPORTERS
Canada.ca
Canada.ca is the official website of the Canadian government.
Own the Podium
As mentioned on its official website, Own the Podium “is a not-for-profit organisation that prioritises and determines investment strategies for National Sport Organizations in an effort to deliver more Olympic and Paralympic medals for Canada”. Its funding comes primarily from the Government of Canada, the Canadian Olympic Committee, the Canadian Olympic Foundation, and the Canadian Paralympic Committee.
B2ten
B2ten is a Montréal-based supporter of Canadian Olympic athletes, to whom it provides funding from the private sector so that they can achieve their professional goals.
