Canadian Club Signs on as Official Partner of Canada Soccer and Canadian Premier League

Canadian Club Signs on as Official Partner of Canada Soccer and Canadian Premier League

A spirited exclusive three-year partnership brings Canadian Club into the heart of the Canadian soccer community

 TORONTO, ON – October 16, 2025 – Canadian Club has joined the starting lineup as an Official Partner of Canada Soccer and the Canadian Premier League. This marks the beginning of a spirited three-year partnership with soccer’s national governing body and its domestic men’s professional league at a time when the sport is experiencing unprecedented growth in Canada and igniting hearts across the country.

For generations, Canadian Club has been a symbol of pride and connection for Canadians. With a long history of bringing people together, the brand is stepping onto the field with a deep desire to support something bigger than itself and unite fans from coast to coast. With a powerful line-up of assets and a proudly Canadian voice, Canadian Club is championing the sport’s momentum, showing up where it matters most to fans, celebrating the energy, passion, and identity Canadian soccer inspires as it approaches a monumental moment.

“Canadian Club has always stood for the pride and resilience of Canada, and we’re honoured to bring that same energy to Canadian soccer,” said Deepti Gurkar, Senior Director, National Marketing and Global Canadian Brands, Suntory Global Spirits. “This partnership is about more than just showing up on the sidelines, it brings Canadian Club into the heart of the action in immersive ways that are uniquely Canadian.”

Canadian Club will join the millions of fans who are already pouring passion and pride into Canadian soccer as the exclusive whisky and whisky-based RTD beverage partner of Canada Soccer and the Canadian Premier League (CPL) through 2027.

Celebrating Canadian Spirit on the World’s Stage with Canada Soccer

It’s a meaningful move for a brand that’s long celebrated Canadian identity. Canadian Club will support Canada’s international and professional players from the pitch to the retail floor as the country prepares to take centre stage on home turf next year, creating content shaped by what happens on the field, and connecting with fans through real-world activations and digital storytelling.

Fans won’t have to look far to spot Canadian Club at Canada Soccer National Team home matches. Canadian Club will be present with branded LED signage around the stadium and on-site activations, sampling opportunities at selectfanfests and VIP events, and pouring rights at marquee Canada Soccer events next year. These touchpoints will bring supporters closer to the energy and emotion building across Canada and help celebrate a sport that’s bringing the country together in powerful ways.

“We are thrilled to welcome Canadian Club to the Canada Soccer partner family at such a monumental moment for our sport,” said Dominic Martin, Canada Soccer Director, Marketing. “With Canadian Club’s deep connection to Canadian heritage and bold national presence, this is a partnership that will elevate the fan experience in stadiums and communities across the country.”

Kicking Off Coast to Coast with the Canadian Premier League

Canadian Club’s presence on the country’s soccer scene will also extend from coast to coast through its partnership with the Canadian Premier League. The brand will have a visible presence in stadiums from Halifax, NS to Vancouver Island, BC through signage, matchday sampling and in-person experiences such as pre-game gatherings and special touches in select VIP suites. Canadian Club will activate at marquee events such as the CPL Final and its VIP reception, as well as the CPL Awards.

“Canadian Club is a brand that, like soccer, is woven into the fabric of our country. As the game in Canada reaches unprecedented heights, we’re proud to welcome such an iconic Canadian partner to both Canada Soccer and the Canadian Premier League,” said Glen Johnson, Executive Vice President, Canadian Premier League and Canadian Soccer Business. “Together, we’ll elevate the fan experience and create memorable moments that celebrate our shared pride, passion, and identity on home soil and beyond.”

Canadian Club is proud to be part of a defining chapter for soccer in the country, raising a glass not only to the game, but to the people and pride behind it as anticipation builds and Canada prepares to share its stage with the world.

– XXX –

About Canadian Club

Canadian Club is an iconic brand that has propelled the Canadian whisky category to fame around the world for more than 160 years. Canadian Club’s success and longevity can be attributed not only to the brand’s renowned history, but also to the quality of the product inside its bottles. We have always prided ourselves on making a superior whisky accessible to everyone who wished to enjoy it. This is what has allowed our award-winning whisky to endure the test of time, throughout history and changing trends and tastes. Today, Canadian Club continues to be the choice of savvy drinkers who are looking for a classic cocktail, or simply a great tasting whisky served neat.

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 Premier League

The Canadian Premier League (CPL), Canada’s Tier 1 domestic men’s soccer league, is committed to its mission of providing opportunities for Canadian players to showcase their abilities on home soil and to gain prominence on the global soccer scene. A link between the amateur and professional games in the country, the CPL develops homegrown talent in support of the growth of Canadian soccer domestically and internationally. The CPL is proud to bring high-quality, professional soccer to communities from coast to coast, partnering with strong ownership groups, world-class corporate partners and passionate supporters to build a league Canadians can proudly support on and off the field. The CPL, which is contesting its seventh season in 2025, plays in Concacaf and FIFA sanctioned competitions. For more updates and information, please visit CanPL.ca.

About Canadian Soccer Business

Canadian Soccer Business (CSB) 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 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 League1 Canada.

About Suntory Global Spirits​
As a world leader in premium spirits, Suntory Global Spirits inspires the brilliance of life, by creating rich experiences for people, in harmony with nature. Known for its craftsmanship of premium whiskies, including Jim Beam® and Maker’s Mark®; Japanese whiskies, including Yamazaki®, Hakushu®, Hibiki® and Toki™; and leading Scotch brands including Laphroaig® and Bowmore®, Suntory Global Spirits also produces leading brands such as Tres Generaciones® and El Tesoro® tequila, Roku™ and Sipsmith® gin, and is a world leader in Ready-To-Drink cocktails, with brands like -196™ (minus one-nine-six) and On The Rocks™ Premium Cocktails.

 
A global company with approximately 6,000 employees in nearly 30 countries, Suntory Global Spirits is driven by its core values of Growing for Good, Yatte Minahare and Giving Back to Society. The company’s Proof Positive sustainability strategy includes ambitious goals and investments to drive sustainable change and have a positive impact on the planet, consumers and communities. Headquartered in New York City, Suntory Global Spirits is a subsidiary of Suntory Holdings Limited of Japan. For more information, visit www.suntoryglobalspirits.com and www.drinksmart.com.

For more information, please contact:

Laura Armstrong

Senior Director, Communications

Canadian Premier League and Canadian Soccer Business

laura.armstrong@canpl.ca

Julie Gate

Senior Account Executive

PRAXIS

julie@praxispr.ca

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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.