Samsung Canada Named Exclusive TV and Mobile Partner of Canada Soccer

Canada Soccer and Canadian Soccer Media & Entertainment (CSME) have announced a new cornerstone partnership with Samsung Canada.

The multi-year agreement establishes Samsung as the Exclusive and Official TV and Mobile Partner of Canada Soccer, aimed at leveraging advanced technology to enhance the viewing experience for fans as the nation prepares to co-host the FIFA World Cup 2026.

Emphasising the role of innovation in fan connection, senior vice president of sales and marketing at Samsung Canada, Pat Bugos, noted: “At Samsung, we’re passionate about using technology to bring fans closer to the moments that matter most.” 

“This partnership 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,” Bugos said.

CSME (formerly Canadian Soccer Business) recently rebranded and restructured its marketing rights to better coordinate the federation’s commercial growth.

Noting that Samsung’s leadership will be vital in deepening fan engagement, Canada Soccer COO and CFO, Erin Crowe, said: “Their leadership in technology and innovation will help deliver more immersive and accessible viewing experiences, bringing supporters closer to the action wherever they are.” 

Highlighting the partnership as a benchmark for the sport’s commercial evolution in Canada, chief commercial officer of CSME, Michael Beckerman, added: “By bringing Samsung’s world-class products and visionary spirit to the pitch, we are ensuring that the fastest-growing sport in Canada is supported by a brand that truly understands innovation and performance.”

The partnership integrates Samsung’s ecosystem of AI-powered TVs, smartphones, and tablets into marquee Canada Soccer events and fan environments. 

This collaboration launches alongside Samsung’s 2026 product cycle, featuring “Samsung Vision AI” technology designed to deliver immersive match-day atmospheres directly into Canadian homes.

A central component of the launch includes exclusive fan engagement initiatives, such as the “VIP Canada Soccer Experience” contest, offering supporters access to national team matches and official merchandise.

The agreement ensures Samsung technology will be a constant presence across both the Men’s and Women’s National Teams, as well as the TELUS Canadian Championship and Canadian Premier League (CPL) assets. 

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