Volkswagen Canada accelerates into another 5 years of Canadian Premier League sponsorship

April 14 – With just two days to go to the start of the season the Canadian Premier League (CPL) has announced it has renewed its longstanding partnership with Volkswagen Canada through 2028.

Volkswagen Canada was initially announced as a Founding Partner of the CPL in January 2019, ahead of the League’s inaugural campaign. Having completed five years at the end of 2023, the major sponsor is signing on for another five years.

No value was given for the deal.

As well as being a league sponsor, Volkswagen Canada’s logo will be on the front of Halifax Wanderers FC shirts.

Volkswagen Canada will again be a leading partner in the CPL’s Pride celebrations. In 2022 Volkswagen Canada partnered with the Wanderers, Cavalry FC, and Pacific FC as the presenting sponsor of the clubs’ Pride matches.

“Volkswagen Canada is a true partner in every sense of the word,” said Mark Noonan, Commissioner, Canadian Premier League, and CEO, Canadian Soccer Business, “They were with us at the beginning, believing in what was possible, and we are excited that this extension means we will continue our relationship through the League’s first decade of existence.

“In the first five years of our partnership, Volkswagen has done a wonderful job activating to the benefit of our supporters and the communities we serve. We look forward to continuing, and building on, this important relationship for CPL and everyone who cares about soccer in Canada.”

Through its Volkswagen FC: Game Changers programme the company highlighted 11 Canadians who embody the commitment to Be the Change by positively impacting their communities through football.

Volkswagen also provides the ‘Tiny Football Car’ – a 1:5 scale model of the ID.4, Volkswagen’s first all-electric compact SUV, that deliver the ball for the start of the match.

Lynne Piette, Director of Marketing, Volkswagen Canada, said: “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 Canadian Premier League has also launched its ‘Raised by the game’ which celebrates the lessons that can be learned through football both on and off the field in individuals lives.

Tidiane Bah, Director of Marketing, Canadian Premier League. “Those experiences in the game helped raise us as people and as a League, and the lessons learned will help guide and propel the CPL community as together we focus on our bright future ahead.”

The 28-game season kicks off this weekend with Atletico Ottawa at home to HFX Wanderers from Halifax, and Forge at home in Hamilton against Cavalry from Ottawa.

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