Canada Soccer has renewed its contentious sponsorship and broadcast agreement with its private commercial partner, Canadian Soccer Business (CSB), on improved terms as the country prepares to co-host the 2026 World Cup. The new 11-year contract runs until 2037, with an option for a further five years, despite the original deal sparking significant discord.
The previous 10-year arrangement was heavily criticised during a 2023 parliamentary inquiry, with Canada Soccer receiving only around $3 million annually. This severely hampered funding for national teams, leading to player strikes and a $40 million lawsuit from the Canadian Soccer Players Association against board members in 2022.
Under the revised terms, the annual payment for the World Cup year has increased substantially from $3.4 million, and a new revenue-sharing model has been introduced. The broadcast deal now guarantees live coverage of all international matches in Canada and in 'Canada-friendly time zones', with equal exposure for men's and women's teams. Both parties will review terms every three years to ensure fair market value.
CSB has been rebranded as Canadian Soccer Media and Entertainment (CSME), led by James Johnson, former Football Australia chief executive. Kevin Blue, Canada Soccer's CEO, said the new structure is 'significantly more favourable' and creates a pathway for financial success as the sport's profile grows.
