Curated News
By: NewsRamp Editorial Staff
October 16, 2025
Canadian Club Partners with Canada Soccer in Major Three-Year Deal
TLDR
- 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.
Impact - Why it Matters
This partnership represents a significant moment in the commercialization and cultural integration of Canadian sports, demonstrating how major brands are recognizing soccer's growing influence in the national consciousness. For consumers, it means enhanced fan experiences at matches and events, with Canadian Club bringing additional resources and activation opportunities to soccer venues across the country. The collaboration signals soccer's maturation as a mainstream sport in Canada, potentially leading to increased investment in player development and infrastructure. For the alcohol beverage industry, it showcases how spirits brands are strategically aligning with sports properties to reach engaged audiences in authentic ways. The timing is particularly significant as Canada prepares to host major international soccer events, creating synergy between national pride, sporting excellence, and corporate partnership that could set new standards for sports marketing in the Canadian landscape.
Summary
Canadian Club, the iconic Canadian whisky brand owned by Suntory Global Spirits, has launched a significant three-year partnership with Canada Soccer and the Canadian Premier League, positioning itself as the exclusive whisky and whisky-based RTD beverage partner through 2027. This strategic alliance comes at a pivotal moment for Canadian soccer, with the sport experiencing unprecedented growth and national excitement building as Canada prepares to host major international events. The partnership represents a natural alignment between Canadian Club's long-standing celebration of Canadian identity and soccer's rising prominence in the national consciousness, bringing together two institutions deeply woven into the fabric of Canadian culture.
The collaboration will manifest through comprehensive activation across multiple platforms, including prominent stadium branding with LED signage, on-site sampling opportunities at fanfests and VIP events, and pouring rights at marquee Canada Soccer events. Canadian Club will engage with fans through immersive experiences that capture the energy and emotion of the beautiful game, creating content inspired by on-field action and connecting with supporters through real-world activations and digital storytelling. Key executives including Deepti Gurkar of Suntory Global Spirits, Dominic Martin of Canada Soccer, and Glen Johnson of the Canadian Premier League have emphasized how this partnership will elevate the fan experience while celebrating shared Canadian pride and identity.
From coast to coast, Canadian Club's presence will extend through the Canadian Premier League's national footprint, with activations in stadiums from Halifax to Vancouver Island featuring matchday sampling, pre-game gatherings, and special VIP suite experiences. The brand will have prominent involvement in major CPL events including the CPL Final and CPL Awards, creating memorable moments that resonate with soccer enthusiasts nationwide. This partnership represents more than traditional sponsorship—it's a deep integration into the heart of Canadian soccer culture at a time when the sport is bringing the country together in powerful ways, with Canadian Club proudly supporting both international and professional players as they prepare to take center stage on home turf.
Source Statement
This curated news summary relied on content disributed by Reportable. Read the original source here, Canadian Club Partners with Canada Soccer in Major Three-Year Deal
