Curated News
By: NewsRamp Editorial Staff
October 16, 2025
Canadian Club Partners with Soccer Canada & CPL in Major 3-Year Deal
TLDR
- Canadian Club gains exclusive marketing rights as official partner of Soccer Canada and Canadian Premier League, positioning the brand at the center of Canada's fastest-growing sport.
- Canadian Club will implement a three-year partnership with Soccer Canada and CPL featuring stadium signage, VIP experiences, fan activations, and exclusive pouring rights at major events through 2027.
- This partnership strengthens Canadian national pride by uniting communities through soccer while supporting professional players and creating memorable fan experiences across the country.
- Canadian Club whiskey becomes the official spirit of Canadian soccer, bringing brand activations to stadiums from Halifax to Vancouver Island during this historic growth period.
Impact - Why it Matters
This partnership represents a significant convergence of Canadian cultural icons at a pivotal moment for soccer's growth in the country. As soccer continues to gain mainstream popularity following Canada's recent international successes, this sponsorship brings substantial financial support and marketing power to both Soccer Canada and the Canadian Premier League. For fans, it means enhanced game-day experiences, more immersive activations, and potentially greater investment in player development and league operations. The collaboration also signals growing corporate confidence in Canadian soccer's commercial viability, which could attract additional sponsors and accelerate the sport's professionalization. For Canadian Club, it provides access to millions of passionate soccer fans during a period of heightened national interest in the sport, creating authentic connections with consumers through shared national pride.
Summary
Canadian Club, the iconic Canadian whisky brand owned by Suntory Global Spirits, has announced a groundbreaking three-year partnership with Soccer Canada and the Canadian Premier League, marking a significant moment in Canadian sports marketing. This strategic alliance positions Canadian Club as the exclusive whisky and ready-to-drink beverage partner for both organizations through 2027, coming at a time when soccer is experiencing unprecedented growth across Canada. The partnership represents a powerful fusion of Canadian heritage brands, with Canadian Club's 160-year legacy of national pride aligning perfectly with the rising popularity of soccer from coast to coast.
The collaboration will feature extensive on-the-ground activations that bring Canadian Club directly to soccer fans nationwide. At Soccer Canada home matches, supporters will encounter the brand through LED signage, on-site marketing activations, tasting opportunities during select fan and VIP events, and exclusive pouring rights at major Soccer Canada events next year. The partnership extends across the country through the Canadian Premier League, with brand visibility in stadiums from Halifax to Vancouver Island, including match-day tastings, pre-game gatherings, and special VIP suite experiences. Canadian Club will also be prominently featured at major events like the CPL Final with its VIP reception and the CPL Awards.
According to Deepti Gurkar, Senior Director of National Marketing and Canadian International Brands at Suntory Global Spirits, this partnership goes beyond traditional sponsorship to place Canadian Club "at the heart of the action" through deeply Canadian immersive experiences. Soccer Canada's Marketing Director Dominic Martin expressed excitement about welcoming Canadian Club during this pivotal moment for Canadian soccer, noting how the brand's strong affinity with Canadian heritage will enhance fan experiences in stadiums and communities nationwide. Glen Johnson, Vice President of the Canadian Premier League and Canadian Soccer Business, emphasized that both Canadian Club and soccer are integral to Canada's fabric, creating memorable moments that celebrate shared pride and identity both domestically and internationally.
Source Statement
This curated news summary relied on content disributed by Reportable. Read the original source here, Canadian Club Partners with Soccer Canada & CPL in Major 3-Year Deal
