Canada Soccer has officially extended its highly controversial sponsorship and broadcast partnership with its privately owned commercial partner, Canadian Soccer Business (CSB), on significantly improved terms for the governing body. This renewal comes just ahead of the nation co-hosting the World Cup this summer, a major international sporting event that has heightened scrutiny on the federation's financial arrangements.
New 11-Year Agreement Through 2037
A new 11-year contract has been firmly agreed upon, extending through to the year 2037, with both parties retaining an option to extend by an additional five years. This decision was made despite the intense internal conflicts and public disputes that severely marred the original 10-year deal. Those previous tensions culminated in dramatic player strikes and the Canadian Soccer Players Association filing a substantial $40 million lawsuit against Canada Soccer board members just two years ago.
Heavy Criticism and Funding Shortfalls
The CSB deal faced heavy criticism during a comprehensive parliamentary inquiry into Canada Soccer in 2023. Under the previous arrangement, the federation was receiving only approximately $3 million annually from its commercial and broadcast agreements. This severe funding shortfall critically affected financial support for Canada's national teams, leading to widespread discontent among players and stakeholders alike.
Player Protests and Demands for Equity
Canada's men's national team notably boycotted a friendly match against Panama in 2022, demanding a greater share of World Cup prize money, improved travel benefits, and equitable match fees with the women's national team. The women's team has achieved far more success in recent years, yet they also struggled significantly for adequate funding under the previous deal.
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 the women's team won gold at the Tokyo Olympics. The women's team also threatened to strike, though that action was ultimately called off before implementation.
Improved Financial Terms and New Revenue Model
Under the terms of the previous deal, Canada Soccer was due to receive around $3.4 million from the CSB partnership in this World Cup year. However, that figure is understood to have increased significantly under the new agreement, and a fresh revenue-sharing model has been introduced to ensure more equitable distribution of funds.
Enhanced Broadcasting Commitments
In a new broadcasting deal, there is a firm commitment to ensure that all international matches in Canada and within "Canada-friendly time zones" are televised live. Additionally, the agreement ensures an equity of exposure between the men's and women's national teams, addressing previous imbalances. Both parties have also agreed to review the terms every three years to guarantee they continue to receive fair market value.
Rebranding and Leadership Changes
CSB has been rebranded as Canadian Soccer Media and Entertainment (CSME) under the leadership of James Johnson, the former chief executive of Soccer Australia. Johnson negotiated the new deal with Canada Soccer's chief executive, Kevin Blue, who expressed optimism about the revised partnership.
"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 stated. "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."
