Canada Soccer has successfully renegotiated its contentious rights agreement with Canadian Soccer Business, now known as Canadian Soccer Media & Entertainment (CSME), in a new 12-year deal that promises a significant financial boost for the governing body. CEO Kevin Blue anticipates a net revenue increase of “well over $100 million” throughout the contract compared to the previous terms, with most of the growth expected in the later years of the agreement.
The previous secretive rights deal with CSB faced criticism from players and politicians who deemed it unfair and limiting for both players and the sport. The new 31-page agreement, released in full on Friday, will be effective from January 1, 2026, through December 31, 2037, with a potential five-year extension. Regular reviews every three years will ensure fair market value alignment.
The revenue-sharing structure of the new deal includes several key components. Initially, both parties will split the first $10 million of adjusted gross revenue annually, with Canada Soccer’s share increasing significantly as total revenue rises. Additional provisions involve a potential extra payment of $19.5 million or an adjustment to ensure Canada Soccer receives 70% of all adjusted gross revenue from 2029 onwards. Furthermore, a minimum annual guarantee is in place as a safety net, although it may not be required.
The incremental revenues generated will be primarily reinvested in senior and youth national team programs, coaching, referee development, and grassroots and community soccer initiatives. The agreement also commits to broad broadcast distribution of all senior national team matches held at home and international matches in favorable time zones for Canada, with equal exposure for men’s and women’s teams.
The collaboration includes a joint governance structure with senior leadership from both Canada Soccer and CSME. This expanded partnership covers licensing activities, alongside sponsorship and media rights, presenting a broader range of monetizable rights. James Johnson, Group CEO of CSME, described the new agreement as mutually beneficial, emphasizing its balanced nature and positive outcomes for all involved parties.
The deal aims to incentivize collaboration between Canada Soccer and CSME to drive revenue growth. Initially set up to handle marketing and broadcast rights for Canada Soccer and the Canadian Premier League (CPL), the original agreement received mixed reactions, with critics highlighting the perceived low annual fee paid to Canada Soccer. However, with the revised deal in place, stakeholders are optimistic about the future of soccer in Canada and the potential for sustained growth and success for the national teams.