Canada Soccer, Carlsberg, and Canadian Premier League enter multi-year partnership

Carlsberg debuts as Official Beer and Non-Alcoholic Beer for Canada Soccer, Canadian Premier League.

Canada Soccer today announces Carlsberg as the Official Beer and Non-Alcoholic Beer of Canada Soccer’s National Teams.

The new multi-year partnership, negotiated by Canadian Soccer Business, also establishes Carlsberg as the Official Beer and Non-Alcoholic Beer of the Canadian Premier League.

As Canadian soccer continues its growth on both the international stage and here at home, Carlsberg is committed to amplifying the promotion of the game in communities from coast to coast, through the reach of its internationally recognized brand. Carlsberg brands promoted through the partnership will include Carlsberg and Carlsberg 0.0%

As the country gears up for the Men’s National Team on the pitch in Qatar and the Women’s National Team in Australia & New Zealand, Carlsberg will play host to watch parties for Canadian soccer fans to celebrate Canada’s place on the world’s stage with details to come in the coming days. This fandom will extend to CPL clubs while on the road with watch parties to demonstrate their supporters’ commitment.

“On behalf of Canada Soccer and all of our fans nationwide, we would like to thank and welcome Carlsberg to our soccer family,” said Earl Cochrane, General Secretary, Canada Soccer. “We look forward to having another internationally recognized football brand like Carlsberg be such an integral part of igniting the passion of our fans from coast to coast."

Reflecting the diversity of its customers and consumers in Canada, Carlsberg is committed to building opportunities for diversity and inclusion through its partnership with Canada Soccer and the CPL.

“Carlsberg has a long association with Soccer around the world and we are delighted to join Canada Soccer at the exciting time for the sport in this country both with the Men’s and Women’s National Teams and the growing Canadian Premier League,” said Anders Rud Jorgensen, Managing Director of Carlsberg Canada Inc.

The partnership will include featured content from Canada Soccer highlighted by a new ‘Moments of the Month’ campaign, shining a light on the month’s best moments and stories across Canadian soccer. Amplifying great stories in the sport, a ‘Carlsberg Cam’ will put the spotlight on devoted supporters during National Team home matches and at select CPL matches.

Carlsberg will also become the front of jersey sponsor for York United FC of the CPL beginning in 2023 and will be a key backer of next year’s slate of CPL Pride matches.

“We are excited to welcome Carlsberg to the Canadian Premier League and wider Canadian soccer family,” said Mark Noonan, CEO of Canadian Soccer Business and Commissioner of the CPL.

“Adding this globally recognized brand to our stable of sponsors is another indication of the momentum for the sport in our country.”


Please address enquiries to:

Head of Group External Communications

Kenni Leth

Tel +45 51 71 43 68 Email [email protected]