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The landscape of Canadian soccer commercialization shifted when Canada Soccer and the organization formerly known as Canadian Soccer Business completed a restructured long-term rights agreement. Announced publicly on Feb. 13, 2026, the 12-year contract runs from Jan. 1, 2026 through Dec. 31, 2037 and includes an option for a mutual five-year extension. Officials say the arrangement substantially increases projected net revenue for Canada Soccer and introduces new governance and distribution commitments intended to benefit players, fans and the sport’s development across the country.
The updated pact also coincides with the rebranding of Canadian Soccer Business to Canadian Soccer Media & Entertainment (CSME). The new agreement was released nearly in full, spanning 31 pages with only limited redactions, and contains a number of financial mechanisms, distribution promises and accountability features designed to address criticism of the original deal signed in 2018.
Financial structure and revenue-sharing mechanics
The contract establishes three main revenue streams and a tiered sharing model meant to align incentives between the two parties. Under the deal, the first $10 million of adjusted gross revenue each year is split between Canada Soccer and CSME. As 5 million or more. An additional provision offers either two lump-sum payments totaling $19.5 million during the term or a revision that raises Canada Soccer’s entitlement to 70 per cent of adjusted gross revenue starting Jan. 1, 2029. The agreement also includes a minimum annual guarantee as a protective floor, although Canada Soccer has indicated it does not expect to rely on that safety net.
Executives emphasized that new income will be reinvested into the sport. Incremental funds are earmarked primarily for senior and youth national team programs, coaching and referee development, and grassroots and community initiatives. That commitment is intended to ensure that commercial gains translate into on-field and participation improvements across Canada.
Broadcast commitments and equality of exposure
A key component of the contract is a pledge to broaden media access to international matches. The deal contains language calling for wide broadcast distribution of all senior national team home fixtures and other internationals that occur in Canada-friendly time zones. Importantly, the agreement names equal exposure for the men’s and women’s national teams as a guiding principle, signalling an organizational emphasis on parity in visibility and promotion.
Practical impact for fans and coverage
Canada Soccer’s CEO and general secretary, Kevin Blue, said the arrangement will let more Canadians regularly watch both squads, while CSME leadership framed the package as a more monetizable and comprehensive suite of rights that includes sponsorship, licensing and media. The expanded scope is designed to allow for bundled commercial strategies that could unlock higher returns over time.
Governance, accountability and labour relations
The contract introduces a joint governance structure that places senior leaders from both organizations in collaborative roles and extends the partnership to cover licensing activity in addition to sponsorship and broadcast rights. The deal also contains periodic reviews — described as “look-in periods” every three years — to confirm that the terms remain aligned with fair market value. Those review points create formal opportunities to reassess and adapt the agreement as the commercial landscape evolves.
Observers note the pact should help stabilize labour relations with Canada’s national teams. Canada Soccer has already negotiated framework labour agreements with both the men’s and women’s programs, including compensation elements tied to the 2026 men’s and 2027 women’s World Cups, but finalization of those deals was contingent on a reworked commercial partnership. The women’s side previously filed a high-profile lawsuit — a $40-million civil claim against current and former board members alleging negligence and breach of fiduciary duty related to the earlier contract — and the new terms aim to remove sources of friction that have hampered trust.
Context and legacy of the original arrangement
The original 2018 agreement granted the then-named Canadian Soccer Business broad commercial rights over Canada Soccer and the fledgling Canadian Premier League in exchange for an annual fee that critics said undervalued the federation’s assets. At the time, Canada’s men’s team ranked far lower internationally; since then, the national program has risen into the top 30 and qualified for consecutive World Cups, boosting the commercial prospects that underpin the new contract.
Leaders on both sides framed the revised deal as balanced and mutually beneficial. While questions remain about long-term execution, the combination of enhanced revenue potential, governance reforms and explicit broadcast and reinvestment commitments represents a significant recalibration of how Canada’s soccer product will be commercialized and distributed moving forward.