Canada Soccer Extends Contentious Sponsorship, Broadcast Deal on Improved Terms Ahead of Home World Cup
Canada Soccer has extended its controversial sponsorship and broadcast deal with its commercial partner, now rebranded as Canadian Soccer Media and Entertainment (CSME), through 2037. This new 11-year agreement promises significantly improved financial terms and a new revenue-sharing model for the governing body, addressing past criticisms regarding underfunding for national teams.
The deal also commits to equal exposure for men’s and women’s teams and will be reviewed every three years, aiming for a new era of alignment and growth ahead of Canada co-hosting the World Cup.