Dare Foods Named Official & Exclusive Packaged Cookies Partner of Canada Soccer

Dare Foods Named Official & Exclusive Packaged Cookies Partner of Canada Soccer

Toronto, ON — March 17, 2026 — Canada Soccer and Canadian Soccer Media & Entertainment (CSME) today announced a new partnership with Dare Foods as the Official & Exclusive Cookies Partner of Canada Soccer.

At the centre of the partnership is Bear Paws® Active, Dare’s new snack brand — the snack parents and kids agree on. Fueling active kids through better snacking choices, Bear Paws® Active provides families with a convenient, better-for-you snacking option that is made better. Designed to support busy, active lifestyles, Bear Paws® Active is positioned as “fuel for active kids” on and off the pitch. Through Bear Paws® Active, Dare will connect with Canadian soccer families from grassroots festivals to the professional and international game, engaging supporters at every level of the sport while celebrating the shared pride that comes with supporting the maple leaf.

“At Dare Foods, we believe in making it easier for families to stay active together. Bear Paws® Active is a tasty, convenient snack that helps nourish active kids, giving them the portable fuel they need to play, explore and keep moving. Our partnership with Canada Soccer amplifies that purpose on a national scale. From community pitches to cheering on our Women’s and Men’s National Teams, we’re proud to celebrate and support the players who inspire us and the next generation of young athletes,” said Deborah Attwood, Senior Marketing Director, Dare Foods Limited.

Canadian Men’s National Team goalkeeper Maxime Crépeau will represent Dare as an ambassador, strengthening the connection between the game Canadians love and the families who rally behind it from coast to coast.

“Soccer has always been about more than just the game — it’s about families, communities, and kids getting out to play.” Maxime Crépeau, Goalkeeper, Canada Soccer Men’s National Team. “Growing up in Canada, having that support around the sport meant everything to me. I’m proud to partner with Dare and Bear Paws® Active to help encourage the next generation of players to stay active, have fun with the game, and dream big.”

The partnership comes at a pivotal time for Canadian soccer, with Canada Soccer’s National Teams competing in major international competitions over the next two years and growing national momentum behind the professional game at home.

“As excitement continues to build around soccer across the country, we’re proud to work with a trusted Canadian brand that shares our commitment to inspiring kids to get out, play, and be part of the sport,” said Dominic Martin, Director, Marketing, Canada Soccer. “This partnership allows us to meet our community where they are and bring the energy around Canadian soccer into the everyday moments that help build lasting connections with the game.

Together, the organizations share a commitment to celebrating not only the athletes representing the maple leaf, but also the families, coaches and volunteers who sustain and drive the game forward in communities across the country.

“As we continue to grow the game in this country, it’s critical that our partners are integrated into the everyday lives of Canadians,” said Michael Beckerman, Chief Commercial Officer, Canadian Soccer Media & Entertainment. “Bear Paws® is one of those brands with true national reach and cultural familiarity. This partnership allows us to connect Canada Soccer’s National Teams with households across the country in an authentic and meaningful way, extending the visibility of our sport beyond the pitch and into daily family moments. At a time when the country is rallying behind its teams, that connection to a broad, family-focused audience is central to accelerating the growth of the game in Canada.”

Canadian soccer fans will be among the first to sample new Bear Paws® Active innovations at Canada Soccer National Team matches, and Canada Soccer Grassroots Festivals across the country. The partnership will deliver national exposure across broadcast, digital and in-stadium platforms, with a particular focus on Canada Soccer’s National Teams properties.

As a proudly Canadian-owned company with deep roots in communities nationwide, Dare’s partnership with Canada Soccer and CSME reflects a shared belief in the power of sport to unite the country. Together, they will celebrate the passion, pride and sense of belonging that comes with wearing — and supporting — the maple leaf at a defining moment for Canadian soccer.

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About Dare Foods
Dare Foods has been a proudly Canadian, family-owned company since 1889. With nine manufacturing plants, over 1,400 employees and after more than 135 years in operation, Dare Foods has become part of the fabric of Canada. Dare Foods is dedicated to producing innovative, high-quality food and has created some of the most loved brands in the country including Bear Paws cookies, REALFRUIT
gummies, Breton crackers, Melba Toast and many more. Manufactured in Canada and the U.S., its range of cookies, crackers, find breads and candy is available throughout North American and in more than 50 other countries around the world. Learn more at: www.darefoods.com

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:

Sydney Dare
Senior Communications Manager
media@darefoods.com

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

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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.