Canada Soccer, Walmart Canada Kick Off Sponsorship to Bring Canadians Closer to the Game

Today, Canada Soccer, Walmart Canada, and Canadian Soccer Media & Entertainment announced a collaboration to help bring Canadians closer to the game.

As the country prepares for a historic era in soccer, with growing national pride and participation across communities, Walmart Canada’s sponsorship of Canada Soccer reflects a shared commitment to making the game more accessible on the pitch, in the stands, at home and in communities across the country. Jonathan David, Canada Soccer's Men’s National Team (CANMNT) forward, will support the collaboration as an official Walmart Canada ambassador.

“From aspiring athletes picking up their first cleats, to parents stocking up on game-day snacks, to fans gearing up with match-day essentials, soccer is helping to bring Canadians in communities across the country together like never before. Through this sponsorship of Canada Soccer, we’re making it easy and fun to connect through soccer and celebrate what matters most: playing, celebrating and dreaming big, together.”
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​-Andrew Go, Vice President, eCommerce and Marketing, Walmart Canada

Key Highlights of the Sponsorship:

Jonathan David, official Walmart Canada Ambassador: One of the country’s most accomplished and recognizable players, Canada Soccer Men’s National Team forward Jonathan David will support the collaboration as an official Walmart Canada ambassador. David’s journey from grassroots soccer to both the world stage and some of the biggest clubs in the world reflects what’s possible when young athletes have access, opportunity and the support of their communities

National Team Match Ball Kids: As sponsors for Canada Soccer’s Ball Kids program for National Team home games, Walmart Canada will be front and centre on matchday to bring youth soccer players closer to the action.

Grassroots Soccer Fests: Walmart Canada will be an Official Partner of Canada Soccer’s ​ ​ ​ ​ ​ Grassroots Soccer Fests, activating at 100 local youth soccer club celebration days across Canada.

Multi-Channel Fan Engagement: Walmart Canada is connecting with fans where they are, ​ including in-real-life experiences at National Team matches, special offers for fans including access to tickets, merchandise and fan experiences, activations at tentpole events during peak moments of the National Team calendar and branded integrations on match broadcasts.

An Assist for the Game

With more Canadians turning their attention to the pitch, this collaboration will help Canadians play, watch and celebrate soccer together

"Soccer has the power to bring people together in every community across Canada. Growing up, access to the game and seeing players you could relate to made a real difference. Collaborations like this help make the sport more visible, more accessible, and more connected to everyday Canadian families. That’s how you inspire the next generation.”
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​-Jonathan David, CANMNT player and Walmart Ambassador

“Soccer in Canada is at an inflection point. To seize this moment, we need partners who are prepared to invest in the long-term growth of the game from grassroots participation to our National Teams. This collaboration strengthens our ability to expand access, deepen engagement and accelerate the sport’s trajectory nationwide. It’s the kind of alignment that turns momentum into lasting progress.”
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​-Kevin Blue, CEO & General Secretary, Canada Soccer

Through youth soccer programming, player ambassador initiatives, national events, and matchday experiences — including ball kids at Canada Soccer National Team matches — the collaboration will help ensure the sport is easy to access, easy to engage with and welcoming for Canadians from coast to coast.

“This collaboration reflects the momentum behind soccer in Canada and the kind of collaboration that moves the sport forward. When globally recognized brands like Walmart Canada invest in our game, it elevates visibility, accelerates growth and strengthens the entire ecosystem — from grassroots communities to the professional stage. Bringing partners of this scale into Canadian soccer is critical to expanding our reach, deepening fan engagement and ensuring the sport continues to thrive across the country.” ​
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​-James Johnson, Group CEO, Canadian Soccer Media & Entertainment ​

About Walmart Canada

Walmart Canada is a people-led, tech-powered omnichannel retailer of more than 400 stores nationwide serving 1.5 million customers each day. Walmart Canada's flagship online store, Walmart.ca is visited by more than 1.5 million customers daily. With more than 100,000 associates, Walmart Canada is one of Canada's largest employers and is ranked one of the country's top 10 most influential brands. Walmart Canada's extensive philanthropy program is focused on supporting Canadian families in need, and since 1994 Walmart Canada has raised and donated more than $850 million to Canadian charities.

Additional information can be found at walmartcanada.ca and on Walmart Canada's social media pages – Facebook, X, Instagram and LinkedIn.

About Canadian Soccer Media & Entertainment

Canadian Soccer Media & Entertainment (formerly Canadian Soccer Business) represents a suite of top-tier national assets that are central to the sport of soccer in Canada. This includes representation for all corporate partnerships, licensing, and media rights (broadcast and distribution) related to Canada Soccer’s core assets including the Men’s and Women’s National Team and the TELUS Canadian Championship, along with all rights associated with the Canadian Premier League (CPL) and Premier Soccer Leagues Canada.