Samsung Canada, the Canadian subsidiary of the South Korean multinational conglomerate Samsung Electronics, has been unveiled as the exclusive and official TV and mobile partner of Canada Soccer.
The multi-year agreement is designed to elevate the match viewing experience for fans nationwide while reinforcing the growing intersection between sport, media and connected technology.
The partnership sees Samsung integrate its ecosystem of AI-powered televisions, smartphones, tablets and connected devices across key Canada Soccer commercial platforms, enabling more immersive and interactive engagement with the national teams.
The agreement spans major properties managed by Canadian Soccer Media & Entertainment, including the Canada Men’s National Team, Canada Women’s National Team, and the TELUS Canadian Championship, strengthening Samsung’s presence across broadcast, digital and fan engagement environments.
At the centre of the collaboration is a shared ambition to redefine how football is experienced beyond the stadium. Samsung’s connected device ecosystem will support enhanced live match viewing, multi-screen experiences and integrated digital touchpoints designed to bring fans closer to the action, whether watching at home, on mobile or through shared fan environments.
The partnership will also introduce a series of fan engagement initiatives, including exclusive contests, VIP matchday experiences and interactive campaigns aimed at deepening emotional connections between supporters and the national teams.
Pat Bugos, Senior Vice President, Sales and Marketing, Consumer Electronics Division, Samsung Canada, said,“At Samsung, we’re passionate about using technology to bring fans closer to the moments that matter most. As excitement builds about soccer across Canada, this partnership with Canada Soccer allows us to deliver immersive viewing experiences that bring the energy and atmosphere of the match into Canadians’ homes, helping fans feel connected to the action, even when they can’t be there in person.”
Erin Crowe, Canada Soccer COO and CFO, added, “Samsung Canada is an ideal partner as we continue to elevate how fans connect with our National Teams and the game across the country. Their leadership in technology and innovation will help deliver more immersive and accessible viewing experiences, bringing supporters closer to the action wherever they are. At a time of growing momentum for soccer in Canada, this partnership will play an important role in deepening fan engagement and celebrating the passion that unites Canadians behind our teams.”
Michael Beckerman, Chief Commercial Officer, Canadian Soccer Media & Entertainment, continued, “Samsung is a global leader synonymous with innovation, and we are thrilled to welcome them as a cornerstone partner for Canadian soccer. This collaboration is about more than just technology; it’s about enhancing the way our fans and players experience the game. By bringing Samsung’s world-class products and visionary spirit to the pitch, we are ensuring that the fastest-growing sport in Canada is supported by a brand that truly understands innovation and performance.”
The timing of the agreement is particularly significant as Canada builds towards the FIFA World Cup 2026, which it will co-host alongside the United States and Mexico. With interest in football continuing to rise across North America, commercial partnerships are increasingly centred on delivering year-round fan engagement through digital ecosystems rather than traditional matchday visibility alone.
Samsung’s broader global sports portfolio includes associations across major competitions and leagues, including partnerships spanning football, basketball and global multi-sport events, reflecting the brand’s long-term strategy of aligning innovation with high-growth sports properties and global fan bases.
The agreement further highlights the increasing role of technology partners in shaping the commercial future of sport. As viewing habits shift towards multi-device consumption and interactive formats, collaborations that combine hardware, content delivery and data-driven engagement tools are becoming central to modern sponsorship strategy.
With the FIFA World Cup 2026 expected to accelerate participation, audience growth and commercial investment in Canadian soccer, the partnership positions Samsung as a key technology partner supporting the next phase of growth in the sport’s domestic landscape, while enabling Canada Soccer to deliver more connected and immersive experiences for fans nationwide.