Canada Soccer signs Samsung as exclusive TV and mobile partner

Canada Soccer has struck a new “cornerstone” partnership with Samsung Canada, naming the electronics brand as the Exclusive and Official TV and Mobile Partner of the federation.The agreement is another signal of Canada Soccer’s commercial ramp-up ahead of the FIFA World Cup 2026, with brands seeking clearer routes into national-team audiences and shared viewing moments as the host cycle accelerates.Pat Bugos, senior vice president of sales and marketing at Samsung Canada, said: “At Samsung, we’re passionate about using technology to bring fans closer to the moments that matter most. As excitement builds about soccer across Canada, this partnership with Canada Soccer allows us to deliver immersive viewing experiences that bring the energy and atmosphere of the match into Canadians’ homes, helping fans feel connected to the action, even when they can’t be there in person.”Canada Soccer said Samsung’s TVs, mobile devices and tablets will be integrated across marquee events and fan environments, with an emphasis on improving how supporters watch, follow and celebrate the men’s and women’s national teams.The federation said the activation plan will include contests, prizes and VIP experiences, positioning the partnership as a fan-facing platform rather than a conventional perimeter branding play.Erin Crowe, Canada Soccer’s COO and CFO, said: “Samsung Canada is an ideal partner as we continue to elevate how fans connect with our National Teams and the game across the country. Their leadership in technology and innovation will help deliver more immersive and accessible viewing experiences, bringing supporters closer to the action wherever they are.”Commercially, the deal also underlines the growing role of Canadian Soccer Media & Entertainment, Canada Soccer’s bundled rights partner, which co-announced the agreement and will execute sponsorship and media-rights integrations across the portfolio.Those rights include the men’s and women’s national teams and the TELUS Canadian Championship, alongside rights associated with the Canadian Premier League, giving Samsung access to a wider calendar than international windows alone.Michael Beckerman, chief commercial officer at Canadian Soccer Media & Entertainment, said: “Samsung is a global leader synonymous with innovation, and we are thrilled to welcome them as a cornerstone partner for Canadian soccer. This collaboration is about more than just technology; it’s about enhancing the way our fans and players experience the game.”The partnership comes as Canada Soccer continues to rebuild and expand its sponsorship base after years of scrutiny over the structure and value of its commercial arrangements, with the 2026 World Cup providing a clear deadline to convert heightened attention into durable revenue lines.Samsung’s category exclusivity in TV and mobile also highlights a broader trend among national federations pushing for higher-yield, product-led partnerships that can be activated at home, not only inside stadiums.Canada Soccer said the aim is to use technology-enabled viewing and digital touchpoints to convert tournament interest into longer-term engagement across both national teams and domestic properties.