Canada Soccer and Canadian Soccer Media and Entertainment (CSME) have officially extended their partnership through 2037. The long-term agreement, announced following CSME’s recent rebranding from Canadian Soccer Business (CSB), aims to fundamentally transform the sport’s commercial landscape in Canada.
Under the new performance-based revenue-sharing model, CSME will continue to manage media and sponsorship rights for both the men’s and women’s national teams, as well as the Canadian Premier League (CPL). For the first time, the deal includes merchandise and licensing rights, allowing for a more streamlined approach to retail and fan engagement.
CSME CEO James Johnson highlighted that the agreement “takes the handbrakes off” the sport, creating a unified content ecosystem through the OneSoccer platform. The partnership also includes “look-in periods” every three years to ensure the terms remain aligned with fair market value. The generated revenue will be reinvested into national team programs, grassroots initiatives, and referee development, signaling a new era of stability after years of domestic labor disputes.