Canada Soccer has extended its controversial sponsorship and broadcast deal with its privately owned commercial partner, Canadian Soccer Business (CSB), on improved terms for the governing body ahead of this summer’s World Cup.
A new 11-year contract has been agreed through to 2037, with both parties having an option to extend by a further five years, despite the in-fighting that marred the original 10-year deal. It culminated in player strikes and the Canadian Soccer Players Association filing a $40m lawsuit against Canada Soccer board members two years ago.
The CSB deal was heavily criticised during a 2023 parliamentary inquiry into Canada Soccer, as the federation was only receiving around $3m each year from its commercial and broadcast deals, which severely affected funding for Canada’s national teams.
Canada’s men’s team boycotted a friendly against Panama in 2022 as they demanded a greater share of World Cup prize money, more travel benefits and equitable match fees with the women’s national team, who in recent years have been far more successful.
Canada’s women’s team also struggled for funding under the previous deal, and there was a national outcry when only 20 players were invited to a training camp in preparation for the 2023 SheBelieves Cup, less than two years after they won gold at the Tokyo Olympics. The women’s team also threatened to strike, but the action was ultimately called off.
Under the terms of the previous deal Canada Soccer was due to receive around $3.4m from the CBS partnership in the World Cup year, but that figure is understood to have increased significantly and a new revenue-sharing model has been introduced.
In a new broadcasting deal there is a commitment to ensure that all international matches in Canada and “Canada-friendly time zones” are televised live, as well as ensuring an equity of exposure between the men’s and women’s national teams. Both parties have also agreed to review the terms every three years to ensure they continue to receive fair market value.
CSB has also been rebranded as Canadian Soccer Media and Entertainment (CSME) under the leadership of James Johnson, former chief executive of Soccer Australia, who has negotiated the new deal with Canada Soccer’s chief executive, Kevin Blue.
“We are pleased to have amended this partnership into a new structure that is significantly more favourable to Canada Soccer, creating a clear pathway for commercial and financial success – especially in future years as opportunity in our sport continues to increase,” Blue said. “We are eager to move forward in a new era of alignment with CSME and continue to be sharply focused on growing all parts of our sport at this critical time.”
