Canada Soccer has expanded its commercial portfolio ahead of the 2026 FIFA World Cup by signing Samsung Canada as its official TV and mobile partner.
The agreement will see Samsung branding integrated across men’s and women’s national team matches and events (excluding FIFA competitions), alongside the deployment of consumer technology aimed at enhancing fan engagement.
The partnership also includes co-branded campaigns, competitions and VIP experiences tied to national team fixtures, reflecting a broader strategy to leverage the commercial momentum leading into the World Cup, which Canada will co-host.
The deal was brokered by Canadian Soccer Media & Entertainment (CSME), the newly rebranded commercial arm of the federation. The organisation recently secured a long-term agreement with Canada Soccer running through 2037, introducing a new revenue-sharing model that expands beyond sponsorship and media rights into licensing and merchandising.
This evolving structure is designed to strengthen the financial ecosystem of Canadian football, while supporting continued investment into domestic properties such as the Canadian Premier League.
The Samsung agreement follows a series of recent commercial additions, including a partnership with Michelob Ultra Canada, as Canada Soccer accelerates its sponsorship push in the lead-up to its home World Cup.