Canadian Soccer Business

What Canadian Soccer Business does

Canadian Soccer Business — rebranded in 2025 as Canadian Soccer Media & Entertainment (CSME) — is a Toronto-based, privately held commercial agency founded in 2017 that manages marketing, sponsorship, and media rights for the core properties of Canadian soccer. The company operates as an independent rights holder and negotiating agent for Canada Soccer's senior men's and women's national teams, the Canadian Premier League (CPL), Premier Soccer Leagues Canada, and CONCACAF competitions, and also holds Canadian media rights for the Bundesliga and the NWSL. It employs an estimated 11–50 people and legally operates as Canadian Soccer Media & Entertainment.

CSME positions itself as an integrated "soccer hub" built on three reinforcing pillars: Soccer (operating the CPL and lower-tier Premier Soccer Leagues Canada), Media and Storytelling (holding and distributing broadcast/digital rights for domestic and international properties), and Business (selling corporate partnerships and sponsorships to global brands). The offering is the integrated agency itself rather than modular software or technology products; no proprietary technology, app, or API is disclosed in the source data.

The business model is licensing- and rights-based. Revenue is generated through corporate partnership/sponsorship sales (jersey branding, event activations, in-stadium visibility, branded content) and media rights monetization via broadcast and streaming agreements. Go-to-market is direct enterprise sales to global brands, with deals structured as multi-year agreements. Pricing is quote-based and negotiated per deal and is not publicly disclosed. A cornerstone of the model is a new 12-year marketing and sponsorship rights agreement with Canada Soccer that includes annual minimum guarantees and revenue sharing with growing returns. Named commercial clients include Allstate Canada, Dare Foods, Moneris, Canadian Club, and The Globe and Mail.

Name

Canadian Soccer Business

Legal name

Canadian Soccer Media & Entertainment

Website

https://cansb.ca

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Canadian Soccer Business (now CSME) is a Toronto-based commercial agency holding marketing, sponsorship, and media rights for Canadian soccer properties—Canada Soccer's national teams, the CPL, and international competitions—selling partnerships and broadcast rights to global brands.

Ownership category

akta.pro rank

Product category

Sports Commercial Agency Services

NAICS

Agents and Managers for Artists, Athletes, Entertainers, and Other Public Figures (7114), Promoters of Performing Arts, Sports, and Similar Events (7113), Promoters of Performing Arts, Sports, and Similar Events without Facilities (71132)

SIC

Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Sponsorship Sales, Valuation & Analytics Services (Rights Sales, Measurement, Consulting) (MPAKALAK)

akta.pro secondary industries

Media & Broadcast Sponsorship (In-Game Broadcast, Streaming Sponsorship) (MPAKALAF), Sponsorship & Sports Media Rights Buying (MPAAABAO), Association Football (Soccer) Leagues (MPAKAAAA), International Sports Broadcasters & Rights Networks (MPABAJAE)

Keywords

• Sports media rights
• Corporate sponsorship agency
• Broadcast rights licensing
• Soccer partnership sales
• Sports commercial representation

Headquarters

HQ city

Toronto

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Corporate Partnerships and Sponsorships: CSME builds and manages meaningful partnerships with global brands across Canada Soccer, the CPL, and Premier Soccer Leagues Canada. This includes jersey branding, event activations, in-stadium visibility, and branded content opportunities.
2. Media Rights: As rights holders for Canada Soccer's National Teams, CONCACAF competitions, the Bundesliga, NWSL and the CPL, CSME monetizes media rights through broadcast agreements and streaming partnerships.
3. Broadcast Rights Revenue: The new 12-year agreement with Canada Soccer includes annual minimum guarantees and revenue sharing with growing returns, representing a significant financial boost for the organization.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Canadian Soccer Media & Entertainment (CSME) is an independent commercial agency that represents Canadian soccer properties (Canada Soccer National Teams, the Canadian Premier League, Premier Soccer Leagues Canada, CONCACAF competitions, the Bundesliga, and the NWSL) by selling corporate sponsorships, media rights licenses, and brand activation services to global brands and media partners. It operates as an integrated hub combining the soccer properties, media/storytelling, and business partnership functions, generating revenue primarily through sponsorship deals and broadcast/media rights licensing.

Product overview

Canadian Soccer Media & Entertainment (CSME) operates as a single integrated platform built around three reinforcing pillars: Soccer (the Canadian Premier League and Premier Soccer Leagues Canada), Media and Storytelling (rights for Canada Soccer National Teams, CONCACAF competitions, the Bundesliga, and the NWSL), and Business (corporate partnership and sponsorship services). CSME functions as the commercial engine and media rights holder for Canadian soccer, combining the CPL, lower-tier leagues, national team media rights, and international competition rights into a unified commercial hub. The core offering is the integrated agency itself—CSME—which bundles corporate sponsorship, media rights, and storytelling services as a unified platform, rather than offering separate modular products. Partnerships with brands such as Allstate Canada, Dare Foods, Moneris, Canadian Club, and The Globe and Mail are commercial clients of this integrated platform.

Differentiator

Problem solved

Functional benefit

Products and services

• Corporate Partnerships and Sponsorships
• Media Rights Licensing
• Event and Matchday Brand Activations
• 12-Year Marketing and Sponsorship Rights Agreement with Canada Soccer

Named customers3 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eleven partnerships are on record, tiered core, minor and flagship.

• Allstate CanadacoreGTM or Marketing Partner · 1 June 2026Allstate Canada extended multi-year partnership through 2030, continuing long-standing collaboration supporting fans, communities and the growth of soccer in Canada.
• The Globe and MailcoreGTM or Marketing Partner · 1 June 2026The Globe and Mail named Official National Media Partner of Canada Soccer and the Canadian Premier League through 2027, and Exclusive Newspaper Partner.
• BC Ferries and White SpotminorGTM or Marketing Partner · 1 June 2026Iconic British Columbia brands BC Ferries and White Spot partnered in celebration of Canada's Men's National Team historic campaign, supporting the Canada Soccer Foundation.
• Dare FoodscoreGTM or Marketing Partner · 17 March 2026Dare Foods named Official & Exclusive Packaged Cookies Partner of Canada Soccer, with Bear Paws® Active as the central brand targeting active families. Partnership provides Dare Foods national exposure across broadcast, digital, and in-stadium platforms at National Team matches and Grassroots Festivals across Canada, aligning with Canada's National Teams competing in major international competitions over the next two years.
• MoneriscoreGTM or Marketing Partner · 9 December 2025Moneris Solutions Corporation became the Official Commerce Solutions Partner of the Canadian Premier League (CPL), beginning sponsorship and engagement initiatives including promotional activities, branding, and Moneris logo appearing on CPL jerseys starting in 2026, with participation in key league events.
• Canadian ClubcoreGTM or Marketing Partner · 16 October 2025Canadian Club became an official partner of Canada Soccer and the Canadian Premier League through 2027, involving branding and sampling at matches and events.
• Canada SoccerflagshipStrategic or Co-development PartnerCanada Soccer signed a new 12-year marketing and sponsorship rights agreement with CSME (rebranded from Canadian Soccer Business to Canadian Soccer Media & Entertainment). The new agreement includes revenue sharing with growing returns, annual minimum guarantees, and a commitment to equal broadcast consideration for both men's and women's senior national team matches. This replaced a prior deal that underpinned a $40 million lawsuit by the women's national team in 2024.
• Women's National TeamcoreOthersThe women's national team was a key stakeholder in renegotiating the partnership terms; the new agreement includes commitment to equal broadcast consideration for both men's and women's senior national team matches, addressing prior concerns that led to the $40M lawsuit in 2024.
• CONCACAFcoreStrategic or Co-development PartnerCSME holds media rights for CONCACAF competitions as part of their integrated soccer hub offering.
• BundesligacoreStrategic or Co-development PartnerCSME holds media rights for Bundesliga as part of their comprehensive media rights portfolio connecting fans with global soccer content.
• NWSLcoreStrategic or Co-development PartnerCSME holds media rights for NWSL (National Women's Soccer League) as part of their commitment to women's soccer and comprehensive media rights portfolio.

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Wasserman: Global sports marketing and talent agency that sells sponsorships and manages rights for leagues and brands, directly analogous to CSME's commercial-agency model at larger scale.
• IMG (Endeavor): Global sports media and rights business handling media rights distribution and event commercialization, overlapping with CSME's media rights and sponsorship activities at global scale.
• Octagon: Sponsorship and sports marketing agency representing brands and properties, comparable to CSME's corporate partnership sales function.
• CAA Sports: Sports division brokering media rights, sponsorship, and property sales, overlapping with CSME's representation and rights-sales services.

Direct peers

• SPORTFIVE: International sports marketing agency specializing in selling sponsorship and media rights for football federations, clubs, and leagues — the same core rights-monetization business as CSME.
• Two Circles: Sports commercial and data agency that grows sponsorship, media, and fan revenue for rights holders, mirroring CSME's role as commercial engine for a soccer ecosystem.
• Infront Sports & Media: Sports marketing agency managing media rights and sponsorship sales for football and other properties, directly comparable to CSME's rights-holding and partnership business.
• Pitch International: Agency specializing in the sale and distribution of football media and sponsorship rights globally, closely aligned with CSME's soccer media-rights monetization.

Others

• Genius Sports: Sports data and technology provider that commercializes league content and media distribution, an ecosystem-adjacent enabler to CSME's rights business.
• Canadian Premier League: The top-tier Canadian soccer league operated within CSME's hub; a rights-holding property rather than a competitor, but core to the same soccer commercial ecosystem.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/CSMEPR
• YouTubeyoutube.com/@CSME_HQ
• LinkedInlinkedin.com/company/canadian-soccer-business

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Canadian Soccer Business