Canadian Soccer Business Expands Partnership with hummel as Official Kit and Apparel Partner of the Canadian Premier League

Canadian Soccer Business Expands Partnership with hummel as Official Kit and Apparel Partner of the Canadian Premier League

Toronto, ON – (Nov. 6, 2024) – Canadian Soccer Business (CSB) today announced a multi-year partnership with hummel, the iconic Danish sportswear brand, which will become the Official Kit and Apparel Partner of the Canadian Premier League (CPL) beginning in 2026.

The new agreement builds on the successful relationship established last year between hummel and League1 Canada, which also operates under the CSB umbrella. By extending the collaboration to the CPL, CSB continues to strengthen the connection between its leagues, fostering greater integration across the professional and pro-am levels of the game within Canada’s broader soccer ecosystem and reinforcing the foundation for the sport’s long-term growth nationwide.

As part of the collaboration with the CPL, hummel will create fully customized jersey designs for each club, produce league-branded merchandise, and supply official apparel for league staff. The first hummel-designed CPL kits will debut in early 2026, coinciding with a historic moment for Canadian soccer as the country prepares to co-host the 2026 FIFA World Cup.

“Our expanded partnership with hummel reflects the momentum behind Canadian soccer and the Canadian Premier League,” said James Johnson, Group CEO, Canadian Soccer Business. “Following the successful introduction of hummel through League1 Canada, we’re proud to bring their global brand and design expertise to the men’s professional game. This collaboration reinforces our commitment to integration across our leagues, creating a more unified and recognizable visual identity that strengthens their presence within the Canadian soccer landscape.”

Together, hummel and CSB will aim to create a unified visual identity for the CPL that reflects the league’s ambition and the potential for Canadian soccer from coast to coast, while building on clubs’ reputation for producing world-class kit designs and storytelling that connects to their communities.

“Partnering with the Canadian Premier League marks a significant step forward in our ongoing North American expansion,” said Lars Stentebjerg, Chief Executive Officer, hummel. “As one of the host nations for the 2026 FIFA World Cup, Canada represents a vibrant and fast-growing football culture — one we’re proud to support for the long term. We look forward to bringing our heritage, passion, and design innovation to one of North America’s most dynamic football markets.”

Founded in 1923, hummel’s iconic chevrons feature on the jerseys of globally recognized teams including the Danish national team, FC Cologne, Werder Bremen, and Real Betis. With a legacy defined by craftsmanship and community, CSB’s partnership with hummel reinforces its stated commitment to fuelling the growth of the game as an integrated soccer hub.

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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.

For more information, please contact:

Laura Armstrong
Senior Director, Communications
Canadian Premier League and Canadian Soccer Business
laura.armstrong@canpl.ca

Katrin Ivanov
Coordinator, Communications
Canadian Premier League and Canadian Soccer Business
katrin.ivanov@canpl.ca

Kuba Krzyzostaniak 

Communications

hummel North America

kuba@hummelprona.com 

Canadian Soccer Business élargit son partenariat avec hummel, qui devient de partenaire officiel des uniformes et de l’habillement de la Première Ligue canadienne

Toronto, ON – (6 novembre 2024) – Canadian Soccer Business (CSB) a annoncé aujourd’hui un partenariat pluriannuel avec hummel, l’emblématique marque danoise de vêtements de sport, qui deviendra le partenaire officiel des uniformes et de l’habillement de la Première Ligue canadienne (PLC) à compter de 2026.

La nouvelle entente s’appuie sur le relation fructueuse qui avait été établie l’an dernier entre hummel et Ligue1 Canada, qui opère aussi sous les auspices de CSB. En étendant cette collaboration à la PLC, CSB continue de renforcer les liens entre ses ligues, cultivant une plus grande intégration des niveaux professionnel et semi-professionnels du soccer au sein de l’écosystème canadien de ce sport dans son ensemble et consolidant les fondements de la croissance à long terme du soccer à l’échelle du pays.

Dans le cadre de la collaboration avec la PLC, hummel assurera la conception de maillots entièrement personnalisés pour chacun des clubs, confectionnera des produits dérivés portant la marque de la ligue et fournira l’habillement officiel aux membres du personnel de la ligue. Ces premiers uniformes de la PLC conçus par hummel seront offerts en début d’année 2026, coïncidant ainsi avec un moment historique pour le soccer canadien alors que le pays s’apprêtera à coorganiser la Coupe du Monde de la FIFA 2026.

« Notre partenariat élargi avec hummel est le reflet de l’élan dont profitent le soccer canadien et la Première Ligue canadienne, a déclaré James Johnson, chef de la direction de groupe chez Canadian Soccer Business. À la suite des premiers pas réussis de hummel par l’entremise de Ligue1 Canada, nous sommes fiers d’offrir leur marque mondiale et leur expertise en matière de conception au circuit professionnel masculin. Cette collaboration vient solidifier notre engagement à favoriser l’intégration de nos différentes ligues, créant ainsi une identité visuelle plus homogène et plus reconnaissable qui renforcera leur présence au sein du paysage du soccer canadien ».

Ensemble, hummel et CSB viseront de créer une identité visuelle homogène pour la PLC qui sera à l’image de l’ambition et du potentiel de la ligue dans le contexte du soccer canadien d’un océan à l’autre, tout en bâtissant sur la réputation des clubs en matière de conception d’uniformes de classe mondiale et de récits leur permettant de tisser des liens avec leurs communautés.

« Ce partenariat avec la Première Ligue canadienne représente une étape importante dans le cadre de notre expansion en cours en Amérique du Nord, a déclaré Lars Stentebjerg, président directeur général, hummel. En tant qu’une des nations hôtes de la Coupe du Monde de la FIFA 2026, le Canada offre une culture de football dynamique et en forte croissance que nous sommes fiers de soutenir à long terme. Nous avons hâte de mettre à profit notre héritage, notre passion et notre sens de l’innovation en matière de design afin de contribuer à la réussite d’un des marchés de football les plus dynamiques en Amérique du Nord ».

Fondé en 1923, hummel a vu son emblématique motif en chevron se retrouver sur les maillots d’équipes reconnues à l’échelle mondiale comme l’équipe nationale danoise, le FC Cologne, le Werder Brême et le Real Betis. En vertu de ce legs défini par son savoir-faire et sa communauté, le partenariat de CSB avec hummel vient renforcer l’engagement qui a été pris d’alimenter la croissance du soccer à titre carrefour intégré pour ce sport.

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À propos de Canadian Soccer Business

Canadian Soccer Business (CSB) représente un ensemble d’actifs nationaux de premier plan qui sont au cœur du soccer au Canada. Cela comprend la représentation de tous les partenariats d’entreprise et les droits médiatiques (diffusion et distribution) liés aux principaux actifs de Canada Soccer, notamment les équipes nationales masculine et féminine et le Championnat canadien TELUS, ainsi que tous les droits associés à la Première Ligue canadienne (CPL) et à la Ligue1 Canada.

Pour de plus amples renseignements, veuillez contacter :

Laura Armstrong

Directrice principale des communications

Première Ligue canadienne et Canadian Soccer Business

laura.armstrong@canpl.ca

Katrin Ivanov

Coordonnatrice des communications

Première Ligue canadienne et Canadian Soccer Business 

katrin.ivanov@canpl.ca

Kuba Krzyzostaniak 

Communications

hummel North America

kuba@hummelprona.com   

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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.

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Dylan Hewko

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