Canada Soccer, Carlsberg, and Canadian Premier League enter multi-year partnership 


Carlsberg debuts as Official Beer and Non-Alcoholic Beer for Canada Soccer, Canadian Premier League

Ottawa, ON – (Oct. 19, 2022) – Canada Soccer today announces Carlsberg as the Official Beer and Non-Alcoholic Beer of Canada Soccer’s National Teams.

The new multi-year partnership, negotiated by Canadian Soccer Business, also establishes Carlsberg as the Official Beer and Non-Alcoholic Beer of the Canadian Premier League.

As Canadian Soccer continues its growth on both the international stage and here at home, Carlsberg is committed to amplifying the promotion of the game in communities from coast to coast, through the reach of its internationally recognized brand. Carlsberg brands promoted through the partnership will include Carlsberg and Carlsberg 0.0%

As the country gears up for the Men’s National Team on the pitch in Qatar and the Women’s National Team in Australia & New Zealand, Carlsberg will play host to watch parties for Canadian soccer fans to celebrate Canada’s place on the world’s stage with details to follow in the coming days

“On behalf of Canada Soccer and all of our fans nationwide, we would like to thank and welcome Carlsberg to our soccer family,” said Earl Cochrane, General Secretary, Canada Soccer.  “We look forward to having another internationally recognized football brand like Carlsberg be such an integral part of igniting the passion of our fans from coast to coast.”

Reflecting the diversity of its customers and consumers in Canada, Carlsberg is committed to building opportunities for diversity and inclusion through its partnership with Canada Soccer and the CPL.

“Carlsberg has a long association with Soccer around the world and we are delighted to join Canada Soccer at the exciting time for the sport in this country both with the Men’s and Women’s National Teams and the growing Canadian Premier League,” said Anders Rud Jorgensen, Managing Director of Carlsberg Canada Inc.

The partnership will include featured content from Canada Soccer highlighted by a new ‘Moments of the Month’ campaign, shining a light on the month’s best moments and stories across Canadian soccer. Amplifying great stories in the sport, a ‘Carlsberg Cam’ will put the spotlight on devoted supporters during National Team home matches and at select CPL matches.

Carlsberg will also become the front of jersey sponsor for York United FC of the CPL beginning in 2023 and will be a key backer of next year’s slate of CPL Pride matches.

“We are excited to welcome Carlsberg to the Canadian Premier League and wider Canadian soccer family,” said Mark Noonan, CEO of Canadian Soccer Business and Commissioner of the CPL. “Adding this globally recognized brand to our stable of sponsors is another indication of the momentum for the sport in our country.”

About Canada Soccer
Canada Soccer, in partnership with its membership and its partners, provides leadership in the pursuit of excellence in soccer, both at the national and international levels. Canada Soccer not only strives to lead Canada to victory, but also encourages Canadians to a life-long passion for soccer.

About Canadian Premier League
The Canadian Premier League (CPL), Canada’s Tier 1 domestic professional men’s soccer league, is in its fourth season in 2022, competing in the CONCACAF and FIFA sanctioned series of competitions. Playing in world-class and unique venues, and partnering with strong community-led ownership groups, the CPL brings top-tier professional soccer to eight communities from coast to coast. The CPL has announced plans to expand to nine markets in 2023 with a team in Vancouver, and to grow to 12 teams by 2025. Click here for updates and more information.

About Canadian Soccer Business
Canadian Soccer Business (CSB) represents a suite of top-tier national assets that cross all levels of the sport of soccer in Canada. This includes representation for all corporate partnerships and media rights (broadcast and distribution) related to Canada Soccer’s core assets, including the Men’s National Team, who will compete at Qatar 2022™, the Olympic champion Women’s National Team and the Canadian Championship, the country’s highest professional club competition, along with all rights associated with the Canadian Premier League.