Canada Soccer has announced a significant extension of its partnership with its commercial and broadcast affiliate, marking a pivotal shift in the governing body’s financial strategy as the nation prepares to co-host the FIFA World Cup this summer.
The new 11-year agreement with the entity—formerly known as Canadian Soccer Business (CSB) and now rebranded as Canadian Soccer Media and Entertainment (CSME)—runs until 2037. Both parties maintain an option to prolong the contract for an additional five years. The deal arrives after years of internal strife and public scrutiny that nearly brought the national game to a standstill.
A History of Contention
The original 10-year contract was the focal point of a 2023 parliamentary inquiry. Critics argued the fixed-sum model—yielding only $3m annually—stifled the growth of the national teams during a period of unprecedented success. The financial strain led to a $40m lawsuit from the Canadian Soccer Players Association and a high-profile boycott by the men’s team in 2022.
The women’s national team, despite securing Olympic gold in Tokyo, also suffered from funding shortfalls. A national outcry ensued in 2023 when training camp invitations were slashed due to budgetary constraints, prompting threats of industrial action.
Terms of the Reshaped Partnership
The revised agreement, negotiated by Canada Soccer CEO Kevin Blue and CSME lead James Johnson, introduces a modern revenue-sharing model designed to provide the federation with a more equitable slice of the commercial pie.
| Key Feature | Previous Deal (CSB) | New Deal (CSME) |
| Duration | 10 Years | 11 Years (to 2037) + 5-year option |
| Annual Revenue | Approx. $3m – $3.4m | Significantly increased base + revenue sharing |
| Governance | Fixed commercial return | Triennial market value reviews |
| Broadcast Focus | Limited reach | Guaranteed live TV for all domestic/friendly time-zone games |
| Equity | Disproportionate funding | Mandatory exposure parity for Men’s and Women’s teams |
A New Era for Broadcasting
Crucially, the deal mandates live television coverage for all international matches played in Canada or within “Canada-friendly” time zones. This is paired with a strict commitment to ensuring equitable media exposure between the men’s and women’s programmes, a move aimed at mending relationships with players and fans alike.
Kevin Blue described the amendment as a “clear pathway for financial success,” noting that the new structure allows the sport to capitalise on the surging interest in North American football. By introducing reviews every three years, the federation hopes to avoid the stagnation that turned the previous contract into a point of national controversy.