Dare Foods Named Official & Exclusive Packaged Cookies Partner of Canada Soccer

Canada Soccer and Canadian Soccer Media & Entertainment (CSME) today announced a new partnership with Dare Foods as the Official & Exclusive Cookies Partner of Canada Soccer.

At the centre of the partnership is Bear Paws® Active, Dare’s new snack brand — the snack parents and kids agree on. Fueling active kids through better snacking choices, Bear Paws® Active provides families with a convenient, better-for-you snacking option that is made better. ​ Designed to support busy, active lifestyles, Bear Paws® Active is positioned as “fuel for active kids” on and off the pitch. Through Bear Paws® Active, Dare will connect with Canadian soccer families from grassroots festivals to the professional and international game, engaging supporters at every level of the sport while celebrating the shared pride that comes with supporting the maple leaf.

“At Dare Foods, we believe in making it easier for families to stay active together. Bear Paws® Active is a tasty, convenient snack that helps nourish active kids, giving them the portable fuel they need to play, explore and keep moving. Our partnership with Canada Soccer amplifies that purpose on a national scale. From community pitches to cheering on our Women’s and Men’s National Teams, we’re proud to celebrate and support the players who inspire us and the next generation of young athletes.” ​
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​-Deborah Attwood, Senior Marketing Director, Dare Foods Limited

Canada Soccer's Men’s National Team (CANMNT) goalkeeper Maxime Crépeau will represent Dare as an ambassador, strengthening the connection between the game Canadians love and the families who rally behind it from coast to coast.

“Soccer has always been about more than just the game — it’s about families, communities, and kids getting out to play. Growing up in Canada, having that support around the sport meant everything to me. I’m proud to partner with Dare and Bear Paws® Active to help encourage the next generation of players to stay active, have fun with the game, and dream big.” ​
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​-Maxime Crépeau, Goalkeeper, CANMNT

The partnership comes at a pivotal time for Canadian soccer, with Canada Soccer’s National Teams competing in major international competitions over the next two years and growing national momentum behind the professional game at home.

“As excitement continues to build around soccer across the country, we’re proud to work with a trusted Canadian brand that shares our commitment to inspiring kids to get out, play, and be part of the sport. This partnership allows us to meet our community where they are and bring the energy around Canadian soccer into the everyday moments that help build lasting connections with the game."
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​-Dominic Martin, Director, Marketing, Canada Soccer

Together, the organizations share a commitment to celebrating not only the athletes representing the maple leaf, but also the families, coaches and volunteers who sustain and drive the game forward in communities across the country.

“As we continue to grow the game in this country, it’s critical that our partners are integrated into the everyday lives of Canadians. Bear Paws® is one of those brands with true national reach and cultural familiarity. This partnership allows us to connect Canada Soccer's National Teams with households across the country in an authentic and meaningful way, extending the visibility of our sport beyond the pitch and into daily family moments. At a time when the country is rallying behind its teams, that connection to a broad, family-focused audience is central to accelerating the growth of the game in Canada.”
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​-Michael Beckerman, Chief Commercial Officer, Canadian Soccer Media & Entertainment

Canadian soccer fans will be among the first to sample new Bear Paws® Active innovations at Canada Soccer National Team matches, and Canada Soccer Grassroots Festivals across the country. The partnership will deliver national exposure across broadcast, digital and in-stadium platforms, with a particular focus on Canada Soccer’s National Teams properties.

As a proudly Canadian-owned company with deep roots in communities nationwide, Dare’s partnership with Canada Soccer and CSME reflects a shared belief in the power of sport to unite the country. Together, they will celebrate the passion, pride and sense of belonging that comes with wearing — and supporting — the maple leaf at a defining moment for Canadian soccer.

About Dare Foods

Dare Foods has been a proudly Canadian, family-owned company since 1889. With nine manufacturing plants, over 1,400 employees and after more than 135 years in operation, Dare Foods has become part of the fabric of Canada. Dare Foods is dedicated to producing innovative, high-quality food and has created some of the most loved brands in the country including Bear Paws cookies, REALFRUIT gummies, Breton crackers, Melba Toast and many more. Manufactured in Canada and the U.S., its range of cookies, crackers, find breads and candy is available throughout North American and in more than 50 other countries around the world. Learn more at: www.darefoods.com

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.