Volkswagen Canada Parks Itself As Long-Term CPL Sponsor

The Canadian Premier League and Volkswagen Canada have renewed their partnership for a further five years, with the founding CPL partner having now been present for the first five seasons of the burgeoning league.

The long-term deal is the latest in a string of corporate sponsorships the CPL has announced for this season, with companies like Carlsberg, CIBC, Maple Lodge Farms, and tonybet all coming onboard.

That isn’t to say other existing partners are going anywhere, with the likes of Westjet, Allstate, Gatorade, Degree, and GoGo Squeez (try Apple Banana, by the way) staying on, among others.

Volkswagen is one of the league’s oldest sponsors, having been unveiled four months ahead of the inaugural season in 2019 as the league’s official and exclusive automotive partner.

The company will continue to be the front-of-jersey sponsor for the Halifax Wanderers, having once been Pacific’s as well.

Volkswagen Canada will continue to lead the league’s Pride celebrations, having also highlighted soccer leaders throughout the country with its Game Changers campaign whilst also bringing in Tiny Football Car – a 1:5 scale model of one of its cars – as a celebrated match ball delivery system.

There was also a Volkswagen Premier Performer award in 2019, with Marco Carducci winning the award and the keys to a Jetta GLI.

“Volkswagen Canada is a true partner in every sense of the word,” adds CPL Commisioner Mark Noonan, who says he’s looking forward to continuing and building upon what is an important relationship for the league.

The deal will see Volkswagen Canada remain a top-billed sponsor through the 2026 World Cup, too.

“Soccer is a rapidly growing sport in Canada, and we are honoured to support the Canadian Premier League’s vision to bring the beautiful game to even more Canadian from coast-to-coast,” adds Lynne Piette, Volkswagen Canada’s Director of Marketing. M

“Our renewed partnership highlights the passion that fans, clubs, players, and communities have brought to the league in the past five years. The league’s values of bringing equality, diversity, and sustainability to the game are fundamental pillars we will continue to foster through our partnership moving forward.”

The 2023 Canadian Premier League season will kick off this weekend with all eight teams seeing action.