July 27 – Canada Men’s National Team Players Association have taken a stand against Canada Soccer sponsors’ use of players’ names, images, and likenesses in their marketing and advertising.
In the latest episode of a long-lasting battle in Canadian football over pay between the players and the governing body, Canada Soccer’s sponsors have been served with a cease-and-desist letter, urging them to stop using players in their promotions.
The players’ association argues that sponsors should not be allowed to associate themselves with the men’s national team players and that the diversion of funds to for-profit entities is negatively impacting the game’s future in Canada.
The dispute stems from the lack of a pay agreement between the country’s men’s and women’s national team players and Canada Soccer. The dispute has now been running for more than a year.
The players’ association has criticised the governing body’s agreement with Canadian Soccer Business (CSB), launched in 2018, which manages the rights for both national teams and commercial inventory and media rights related to the Canadian Premier League (CPL).
In the agreement, CSB pays an annual fee between CAN$3 million (US$2.3 million) and CAN$4 million (US$3 million) to Canada Soccer and receives in return all revenue generated from selling the national teams’ media rights and sponsorships.
This deal has been criticised for granting valuable rights for a long duration (20 years), especially considering the increased value of Canada Soccer’s media and sponsorship rights after co-hosting the 2026 FIFA World Cup.
The players have long felt that the deal with CSB does not benefit them. However, Canada Soccer claims revenue is not enough to satisfy all parties.
The men’s players’ association said that the latest offer would allow the federation to retain between CAN$8.9 million (US$6.7 million) and CAN$14.1 million (US$10.5 million) from the combined prize money from the men’s and women’s World Cups.
The men’s team earned $9.5 million in prize money from participation at the Qatar 2022 World Cup where they exited at the group stage without winning a game.
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