Canadian Soccer Business Rebrands as CSME to Drive Integrated Media Strategy

Canadian Soccer Business (CSB) has officially rebranded as Canadian Soccer Media & Entertainment (CSME).

The announcement, made by Group CEO James Johnson, reflects the organisation’s evolution from a traditional commercial agency into a holistic hub connecting professional leagues, national teams, and fans through storytelling and broadcast innovation.

The new identity is built on what Johnson describes as a “self-reinforcing growth engine,” where elite football serves as the heartbeat, media acts as the amplifier, and business functions as the fuel.

The shift is designed to better support its major partners, including Canada Soccer and the Canadian Premier League (CPL), while providing a clearer value proposition for international brands as Canada prepares for the FIFA World Cup 2026.

Commenting on the, Group CEO of CSME, James Johnson, said: “Our organisation has evolved significantly, and this new identity reflects that evolution with clarity and intent.”

“CSME better captures who we are today and the role we play as a modern, ambitious, and collaborative organisation focused first and foremost on advancing soccer in Canada,” Johnson said.

The rebrand follows a series of moves under Johnson’s leadership, including the recent alignment of Premier Soccer Leagues Canada (formerly League1), and aims to broaden the company’s media portfolio.

This includes expanding beyond domestic rights to acquire international properties that feature Canadian players abroad, effectively shifting the program from “Canada soccer rights” to “soccer rights in Canada.”

While the structural assets of the company remain unchanged, CSME will continue to manage the broadcast distribution for the Men’s and Women’s National Teams, the TELUS Canadian Championship, and the CPL via its dedicated media platform, OneSoccer.

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