Canada Soccer and Canadian Soccer Media & Entertainment have 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 for active kids.
Dare will connect with Canadian soccer families from grassroots festivals to the professional and international game, engaging supporters at every level of the sport.
“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,” said Deborah Attwood, Senior Marketing Director, Dare Foods Limited.
Canadian Men’s National Team 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,” he said. “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.”
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,” said Dominic Martin, Director, Marketing, Canada Soccer. “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.
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,” said Michael Beckerman, Chief Commercial Officer, Canadian Soccer Media & Entertainment.
“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.”
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.
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