TLL Staff
Canada Soccer is kicking off a new chapter in its brand development, announcing a multi-year partnership with sports licensing agency Brevettar.
Under the agreement, Brevettar will serve as the Canada Soccer Association’s exclusive worldwide licensing agent, tasked with expanding merchandise offerings and deepening fan engagement on and off the pitch.
The deal positions Brevettar to manage and create global licensing opportunities for Canada Soccer, including both the Men’s and Women’s National Teams. The agency already represents the Canadian Soccer Players Association (CANWNT) and the Canadian Men’s National Soccer Team Players Association (CANMNT). This agreement ensures Canadian soccer licensing efforts are handled in a coordinated fashion.
“Brevettar is honored to represent Canada Soccer, an organization with a rich legacy, and Men’s and Women’s National Teams that are rapidly ascending among the world’s best,” said Stu Crystal, General Manager of Brevettar. “This partnership is a goal in every sense; it allows us to develop dynamic product lines that connect with fans and celebrate their pride in Canadian soccer.”
Canada Soccer is looking to capitalize on a surge in popularity for the sport across the country, especially as both national teams gain international traction. From World Cup appearances to Olympic victories, Canada Soccer’s recent performances have inspired a growing fan base, and they’re hungry for ways to show their support.
“We’re excited for Brevettar to elevate and expand our licensed merchandise program,” said Dominic Martin, Director of Marketing at Canada Soccer. “This collaboration marks an exciting step forward in bringing more innovative, high-quality products to our fans.
“With Brevettar’s support, we aim to grow our brand presence and offer new ways for Canadians to wear their heart—and their team—on their sleeves.”
The licensing deal is expected to open the door for a broader lineup of branded merchandise, from jerseys to collectibles, with major licensees working with Brevettar including Funko, Fathead, EA, Ikonick, Medicom, FOCO, Panini, The Highland Mint, Sorare and Trends International.
With this new partnership, Canada Soccer hopes to net stronger brand visibility worldwide while giving fans a chance to show their colors in style.