Canadian Soccer Business has signed a new multi-year partnership with EB Games Canada, adding the video game retailer as an official partner of Canada Soccer and the Canadian Premier League, the organizations have announced.
The agreement makes EB Games Canada the Official and Exclusive Video Game Retailer of Canada Soccer and the Canadian Premier League, positioning the retailer within the national soccer business structure that oversees commercial partnerships and media rights for the sport in Canada.
Partnership scope and positioning
Canadian Soccer Business said the partnership is intended to link the retailer with national and domestic professional soccer properties, with a focus on fan engagement initiatives across the country. The organizations said the arrangement is designed to extend the presence of Canadian soccer beyond matches and into broader cultural settings tied to gaming and entertainment.
“EB Games Canada is a brand deeply rooted in community, creativity, and shared passion, values that also sit at the heart of Canadian soccer,” said Michael Beckerman, Chief Commercial Officer, Canadian Soccer Business.
“This partnership reflects a shared belief in the power of play and participation to bring people together, and it creates meaningful opportunities, from grassroots to the professional and international games, to connect with fans in authentic and lasting ways across the country.”
Canadian Soccer Business described the agreement as part of its broader strategy to connect organizations focused on participation-based entertainment and sport, while strengthening ties between professional leagues, national teams and supporters.
Retailer role and fan engagement
EB Games Canada operates stores across the country and is being positioned in the partnership as a physical point of contact for fans and communities. The organizations said the relationship is intended to create new opportunities to engage existing supporters while attracting new audiences to Canada Soccer and the Canadian Premier League.
“At EB Games Canada, we believe deeply in the power of play to bring people together, and that same sense of community lives at the heart of Canadian soccer,” said Jim Tyo, President of EB Games Canada.
“Partnering with Canada Soccer and the Canadian Premier League allows us to support the continued growth of the game nationally, while our front-of-kit sponsorship of FC Supra du Québec represents a meaningful investment in the domestic professional game. We’re proud to connect with fans in authentic ways and to help build a strong future for soccer in Canada.
As part of the agreement, EB Games Canada will also become the first front-of-kit sponsor for FC Supra du Québec, the Canadian Premier League’s newest club. The organizations said the sponsorship represents a direct commercial investment in the domestic professional league.
League and national program implications
The partnership also provides EB Games Canada with opportunities to be involved in Canada Soccer events and experiences. Canadian Soccer Business said the timing aligns with a period it described as significant for the growth and visibility of the game nationally.
The organizations framed the deal as consistent with Canadian Soccer Business’s stated goal of bringing together different parts of the soccer ecosystem, including national teams, professional clubs and commercial partners.
“We’re excited to welcome EB Games Canada to the Canada Soccer partner family,” said Dominic Martin, Director, Marketing, Canada Soccer. “This partnership will help us connect with fans where their interests live, blending play, community, and sport, while creating new and engaging ways for supporters across the country to connect with Canada Soccer and the game they love.”
Canadian Soccer Business represents corporate partnerships and media rights connected to Canada Soccer’s national team programs, the TELUS Canadian Championship, the Canadian Premier League and League1 Canada. The organizations did not disclose financial terms of the partnership.
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