Yomi Kuku, Toronto, Canada
Canada Soccer and Canadian Soccer Media and Entertainment (CSME) have agreed to a renewed and expanded commercial partnership that will run through December 31, 2037 and significantly reshape the federation’s revenue model and commercial strategy.
Under the agreement, which replaces previous arrangements with CSME’s predecessor entity, the restructured partnership expands CSME’s role to include licensing rights alongside sponsorship and media rights**, creating a unified commercial platform designed to boost investment into national teams and the broader soccer landscape in Canada.
The renewed deal extends from January 1, 2026, through December 31, 2037, with review periods every three years and an option for a further five-year extension. It shifts to a performance-based revenue-share model backed by guaranteed minimums, aligning incentives for both partners to grow commercial returns. CSME’s mandate now includes sponsorship, media rights, and licensing activity, streamlining all major commercial functions under one agency. Revenues generated are designated for reinvestment into Canada Soccer programmes — targeting senior and youth national teams, coaching and referee development, grassroots initiatives, and community soccer efforts.
According to the official press release, the updated framework “is significantly more favourable to Canada Soccer,” offering clearer pathways for financial and commercial growth as interest in the sport continues to rise domestically and internationally.
Kevin Blue, CEO and General Secretary of Canada Soccer, described the renewed partnership as “a new era of alignment” that creates a strong foundation for commercial success and sustained investment in all facets of the sport.
James Johnson, Group CEO of CSME, highlighted that the expanded mandate reflects a shared belief in the potential of Canadian soccer. He emphasised that a more integrated commercial platform will help drive long-term sustainable growth across the entire ecosystem.
The agreement comes as Canada prepares to co-host FIFA World Cup with Mexico and the United States later this year, a global showcase expected to boost commercial interest and fan engagement.
The revised partnership also follows years of debate and criticism over previous commercial rights arrangements, which were highlighted by concerns from players and stakeholders that past deals limited Canada Soccer’s financial returns and growth potential.