Canada Soccer and Michelob ULTRA Bring Fans Closer to the Pitch Ahead of FIFA World Cup 2026™

Canada Soccer and Michelob ULTRA Bring Fans Closer to the Pitch Ahead of FIFA World Cup 2026™

Toronto, ON — April 10, 2026 — Canada Soccer and Canadian Soccer Media & Entertainment (CSME), today announced a new partnership with Michelob ULTRA Canada becoming the Official Beer Sponsor of Canada Soccer as momentum builds toward the FIFA World Cup 2026™ on home soil.

The partnership brings together one of Canada’s biggest beer brands with Canada’s fastest-growing sport, creating new opportunities to engage Canadian soccer fans from coast to coast.

“As Canada prepares to welcome the world in 2026, we’re proud to support our national team and a sport that connects communities nationwide,” said Natalie Lucas, Senior Director of Above Core & Premium Brands, Labatt Breweries of Canada. “Beer naturally goes with the football watching experience, and as a superior light beer worth playing for, Michelob Ultra is excited to celebrate both the competitive spirit of the game and the superior moments fans create together.”

Through the partnership, Michelob ULTRA and Michelob ULTRA Zero will feature prominently across marquee Canada Soccer programming surrounding the FIFA World Cup 2026™ — including as the title sponsor of Michelob ULTRA Canada Soccer House Halifax and at the previously-announced Canada Soccer House locations in Toronto and Vancouver — with on-site fan engagements designed to bring supporters closer to the action as part of its Superior Access platform. Through special-edition packaging, promotions, giveaways and branded experiences, Michelob ULTRA will play a visible role in celebrating the tournament alongside Canadian soccer fans.

“As the excitement around the game continues to build across the country ahead of the FIFA World Cup on home soil, partnerships like this help us create new ways for fans to connect with Canada Soccer and our National Teams,” said Erin Crowe, Chief Operating Officer, Canada Soccer. “Michelob ULTRA has a strong global presence in the sport, and together we look forward to delivering memorable fan experiences that celebrate the passion of Canadian supporters and bring them closer to the game.”

Together, Canada Soccer, CSME and Michelob ULTRA will celebrate the passion of Canadian supporters as excitement around the game continues to build nationwide ahead of soccer’s biggest global moment.

“As Canada steps into a defining moment for the sport, this partnership is about creating premium, culturally relevant experiences that resonate with fans and partners across the country,” said Michael Beckerman, Chief Commercial Officer, Canadian Soccer Media & Entertainment. “Michelob ULTRA brings both global credibility and a strong alignment with the fan experience, and together we’re supporting platforms like Canada Soccer House that connect brands, supporters, and the game in a powerful and authentic way.”

The Michelob ULTRA Canada Soccer House Halifax will be the official home of Canada Soccer fans in Atlantic Canada during the 2026 FIFA World Cup™. Operated by the Halifax Wanderers, Canada Soccer House Halifax will run from June 17 to 29 as a high-energy fan hub supporting the Men’s National Team, encouraging coast-to-coast support as the squad competes on home soil at the world’s biggest sporting event this summer.

“Over the past eight years Halifax has demonstrated that we are home to some of Canada’s most passionate football supporters and we are thrilled to extend our existing partnerships with Canada Soccer and Labatt to bring this experience to our vibrant downtown,” said Derek Martin, Founder and President, Halifax Wanderers. “We will transplant the energy and atmosphere from the Wanderers Grounds to the Michelob ULTRA Canada Soccer House and make sure our Men’s National Team can feel the support from across this great country.”

-30-

Labatt Breweries of Canada
Labatt Breweries of Canada is one of Canada’s most established businesses and its leading beverage company, with over 3,500 employees; an unmatched portfolio of more than 70 quality beers including Bud Light, Busch, Corona, Michelob Ultra and Modelo Especial, ready-to-drink products including Cutwater, Mike’s Hard and NÜTRL, and non-alcoholic products including Michelob Ultra Zero, Budweiser Zero and Corona Cero; six key breweries; and four craft breweries from coast-to-coast. Our employees are the driving force behind our business – brewing the world’s most loved beverages, building iconic brands and creating meaningful experiences for Canadians. Through 178 years of brewing excellence, we are always looking to serve up new ways to meet life’s moments, dream big to move our industry forward and make a meaningful impact in our communities through a collective purpose of creating A Future with More Cheers.

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.

For more information, please contact:

Paulo Senra 
Chief Communications Officer
Canada Soccer
psenra@canadasoccer.com / 416.882.7919

Laura Armstrong
Vice President, Communications and Business Integration
Canadian Soccer Media & Entertainment
laura.armstrong@cansme.ca

Related Post

Scroll to Top

Costa Smyrniotis

Costa Smyrniotis is a senior Canadian soccer executive with more than 20 years of experience across the professional, developmental, and commercial sides of the game in Canada and internationally. His career spans league governance, club operations, player representation, and academy leadership, giving him a comprehensive understanding of the soccer ecosystem.

As Executive Vice President of the Canadian Premier League, Smyrniotis oversees sporting and business operations across Canadian Soccer Media & Entertainment’s league portfolio, including the CPL and Premier Soccer Leagues Canada, the umbrella organization for Canada’s national pro-am competitions.

Previously, he served as Executive Vice President, Soccer, helping professionalize the league’s on-field product and strengthen its reputation in the global transfer market, increasing player movement and international recognition.

Prior to his league role, Smyrniotis spent five years as Director of Football and Business at Forge FC, building one of Canada’s most successful professional clubs. Earlier, he co-founded Sigma FC, built a leading player agency, and held senior business roles with multinational organizations.

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.