Canada Soccer and Canadian Soccer Media & Entertainment Announce Renewed Partnership

Canada Soccer and Canadian Soccer Media & Entertainment Announce Renewed Partnership

Toronto, ON – February 13, 2026 Canada Soccer and Canadian Soccer Media & Entertainment (CSME) today announced a renewed representation partnership, marking the next phase in a long-term relationship and a strengthened shared commitment to building a prosperous future for soccer in Canada.

The renewed agreement aligns financial incentives between the parties, creating a clearer framework for collaboration to drive increased revenue for Canada Soccer and additional investment into Canada’s National Teams and the broader Canadian soccer landscape. The enhanced structure is designed to deliver greater value for players, fans and commercial partners, while supporting sustained success on and off the pitch, both now and into the future.

“After extensive work, 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. 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.”
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​-Kevin Blue, CEO and General Secretary, Canada Soccer

The partnership has been expanded to cover Canada Soccer’s licensing activity, now included alongside sponsorship and media rights, to create a more coordinated and streamlined approach to growing Canada Soccer’s commercial activities.

“At its core, this partnership is about performance, innovation and belief in what Canadian soccer can become. As CSME’s mandate broadens, we now have a more integrated platform to drive sustainable growth across the entire business of soccer in Canada. By working together with ambition and discipline, we can strengthen the foundations of the game and unlock long-term value for the sport across the country.”
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​-James Johnson, Group CEO, Canadian Soccer Media & Entertainment

The updated partnership framework is consistent with current market benchmarks for term and compensation for commercial rights representation agreements and is designed to better support the lasting development of Canadian soccer. The new agreement is attached to this release below. 

  • The term is from January 1, 2026, through December 31, 2037, with “look-in periods” every three years to review terms to ensure ongoing fair market value alignment. There is a mutual option for a five-year extension at the conclusion of the term. 
  • The primary compensation framework is a revenue-share – that is backstopped by guaranteed annual minimums and supplemented by two additional lump sum payments during the term – ensuring both parties are incentivized to grow commercial investment. 
  • A commitment to wide broadcast distribution of all senior National Team matches played in Canada, as well as matches played internationally in Canada-friendly time zones. Equity of exposure between the men’s and women’s national teams is a guiding principle, supporting greater visibility for all players and enabling the game to reach larger audiences across the country.
  • A joint governance structure involving senior leadership from both organizations to oversee and guide the partnership. 

Incremental revenues generated will be primarily reinvested into senior and youth National Team programs, coaching, referee development, and grassroots and community soccer initiatives. This ensures that commercial growth directly strengthens participation, performance, and development across the Canadian soccer system, particularly as momentum builds toward a co-hosted FIFA World Cup™. 

Innovation and digital transformation will also be central to this next phase. Both organizations recognize the importance of continued investment in digital platforms and infrastructure to enhance fan engagement, accessibility, and long-term sustainability. Further progress and announcements will be shared in the coming months.

Players’ Associations representing the senior national teams are working closely with Canada Soccer to finalize the details of a collective bargaining agreement for ratification by their members. ​ An update will be provided when that process is completed.

Canada Soccer – CSME Binding Agreement_FinalDownload

About Canada Soccer

Canada Soccer, in partnership with its membership and its partners, provides leadership in the pursuit of excellence in soccer, both at the national and international levels. Canada Soccer not only strives to lead Canada to victory, but also encourages Canadians to a life-long passion for soccer. For more details on Canada Soccer, visit the official website at www.canadasoccer.com.  

ABOUT CANADIAN SOCCER MEDIA & ENTERTAINMENT

Canadian Soccer Media & Entertainment (formerly Canadian Soccer Business) represents a suite of top-tier national assets that are central to the sport of soccer in Canada. This includes representation for all corporate partnerships, licensing, and media rights (broadcast and distribution) related to Canada Soccer’s core assets including the Men’s and Women’s National Team and the TELUS Canadian Championship, along with all rights associated with the Canadian Premier League (CPL) and Premier Soccer Leagues Canada.

Paulo Senra

Chief Communications & Content Officer, Canada Soccer

psenra@canadasoccer.com

Laura Armstrong

Vice President, Communications & Business Integration, Canadian Soccer Media & Entertainment

laura.armstrong@cansme.ca

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Costa Smyrniotis

Costa Smyrniotis is a seasoned Canadian executive with nearly 20 years of experience driving the growth of soccer domestically and internationally. Currently serving in the Canadian Premier League Commissioner’s Office, Smyrniotis previously spent five years as Director of Football and Business at Forge FC. Under his leadership, Forge became a dominant domestic force and a respected organization within the Concacaf region.

As a co-founder of Sigma FC, one of North America’s premier development academies, Smyrniotis has been instrumental in cultivating top-tier talent. Sigma has produced a steady pipeline of professional players and technical staff, most notably Cyle Larin, the Canadian Men’s National Team’s all-time leading goal scorer.

Beyond club management, Smyrniotis established a prominent North American player agency, managing the careers of numerous international and Canadian stars. His professional foundation is rooted in business, having held senior roles at several multinational corporations before transitioning to soccer full-time. This unique blend of corporate expertise and deep footballing knowledge makes him a pivotal figure in the evolution of the Canadian game.

Laura Armstrong

Laura Armstrong is Vice President, Communications & Business Integration at Canadian Soccer Media & Entertainment, where she leads strategic communications, public relations, and key stakeholder engagement across the company’s corporate functions, leagues, and media assets.

In this role, Laura works closely with executive leadership to align organizational strategy and priorities, supporting the delivery of the company’s long-term vision through coordinated planning and execution across teams.

Prior to joining CSME, Laura spent nearly a decade as a journalist with the Toronto Star, Canada’s largest daily newspaper, where she led the paper’s soccer coverage beginning in 2015. A leading voice in Canadian soccer — particularly in the women’s game — she covered major milestones including the 2015 FIFA Women’s World Cup, Toronto FC’s treble-winning 2017 season, and Canada’s men’s national team qualification for the 2022 FIFA World Cup. Laura regularly appeared across national and international broadcast platforms including OneSoccer, Sportsnet, CBC, CTV, the BBC and more

A bilingual native of Barrhaven, Ont., Laura holds a combined honours degree in Journalism and English Literature from the University of King’s College in Halifax, Nova Scotia.

Dylan Hewko

Dylan Hewko is a finance executive with extensive experience in professional sports, specializing in financial strategy, governance, and organizational oversight. He currently serves as Senior Vice President, Finance, supporting the continued growth and financial stewardship of Canadian Soccer Media & Entertainment.

In this corporate leadership role, Dylan is responsible for financial planning, reporting, and governance, as well as people operations and organizational policies, supporting the company’s overall business objectives across its leagues and properties.

Prior to joining the Canadian Premier League in 2021, Dylan spent three years with New York City FC as Controller and held finance roles with the Toronto Blue Jays. He began his professional career at Deloitte Canada in the Assurance & Advisory practice, building a strong foundation in corporate accounting and financial management.

A graduate of Queen’s University, Dylan holds a Bachelor of Commerce (Honours) and a Graduate Diploma in Accounting, and is a Chartered Professional Accountant (Canada) and Certified Public Accountant (USA). He has long been engaged in the intersection of sport and business, including through leadership roles with the Queen’s Sports Industry Conference.

Marni Dicker

Marni Dicker is a senior executive and governance leader with deep experience in corporate law, infrastructure development, and organizational leadership across complex public- and private-sector environments.

In her dual role as Chief Legal Officer and Executive Vice President, Infrastructure, Marni oversees legal strategy, corporate governance, risk management, and compliance, while also leading infrastructure planning and expansion strategy and execution for the Canadian Premier League.

Her career includes senior roles such as Chief Commercial Officer and General Counsel at Infrastructure Ontario, where she led legal and commercial oversight for major infrastructure and venue development projects, including facilities for the Toronto 2015 Pan American Games. She has also served as Executive Vice President at Live Work Learn Play Inc. and held board positions with organizations including CreateTO, Tarion, and Habitat for Humanity GTA.

A nationally recognized leader, Marni has been named one of Canada’s Top 100 Most Powerful Women and one of the Top 25 Most Influential Lawyers. Her honours include the Canadian General Counsel Award for Business Achievement and induction into the Urban Land Institute’s Hall of Champions. She lectures at Toronto Metropolitan University’s Faculty of Law and holds degrees from Western and McGill, along with the ICD.D designation. Marni is a proud wife and mother of two.

Shaun Guest

Shaun Guest is a senior sports business executive with more than a decade of experience driving commercial growth through sponsorships, partnerships, and revenue strategy. He currently serves as Vice President, Commercial Operations, working within the commercial leadership team to support partner growth across Canadian Soccer Media & Entertainment and its properties.

In his role, Shaun leads corporate partnerships and sponsorship initiatives, while also overseeing ticketing, and licensing operations. He works closely with internal teams and external partners to deliver integrated commercial programs that support long-term business objectives.

Prior to joining CSME, Shaun served as Vice President, Business Operations for the Hamilton Tiger-Cats and Forge FC, where he played a key role in Forge FC’s launch and oversaw corporate partnerships, ticket sales, community engagement, and marketing initiatives.

Earlier in his career, Shaun held roles with the 2007 Grey Cup Festival and the Toronto Rock, building a strong foundation in ticket sales, sponsorship development and revenue generation across multiple sports and event platforms. He is a graduate of Brock University’s Sport Management program and holds a Master’s degree in Sport & Leisure Commerce from the University of Memphis.

Michael Beckerman

Michael Beckerman is a seasoned marketing and business leader with more than two decades of global experience across sports, media, and consumer brands. He brings a strategic, partner-first approach to growing audiences, brands, and commercial impact within the soccer ecosystem.

Beckerman’s career spans three continents and includes senior leadership roles as Director of Advertising for Nike Europe, Vice President of Marketing at Canadian Airlines, Chief Marketing Officer at the Bank of Montreal, and CEO of sponsorship agency MKTG Canada. He also led Ariad Communications, an award-winning marketing and digital agency, and most recently served as Chief Client Officer at Torstar Corporation.

A recognized voice in sponsorship and brand strategy, Beckerman is a frequent speaker on marketing trends, consumer engagement, and the evolving business of sport.

At CSME, Mike leads partner strategy, helping organizations — including Canada Soccer, the Canadian Premier League, Premier Soccer Leagues Canada, OneSoccer, and other media and properties — connect meaningfully with fans to achieve their business objectives while advancing the growth of soccer in Canada.

James Johnson 

James Johnson is a globally recognized sport and entertainment executive with more than two decades of leadership experience across North America, Europe, Australia and Asia. He was appointed Group CEO of Canadian Soccer Media & Entertainment (CSME) and Commissioner of the Canadian Premier League in July 2025 to accelerate the growth and transformation of Canadian soccer ahead of the 2026 FIFA Men’s World Cup.

Johnson previously served as CEO of Football Australia, leading a period of transformation marked by record commercial growth, strong national team performance, increased participation, and the successful hosting of the 2023 FIFA Women’s World Cup. The tournament delivered a lasting legacy, unlocking $389 million in government investment to support the sport’s growth in Australia. He also secured record broadcast agreements with Paramount+, Disney+, and Fox Sports.

His career includes senior executive roles with FIFA, the Asian Football Confederation (AFC) and City Football Group, where he built a reputation as a commercially driven, innovative leader advancing sport on and off the pitch.

Johnson leads the group’s overall strategic direction, aligning commercial growth, media innovation, and sporting performance to strengthen the business of Canadian soccer. He serves on the board of OneSoccer.