Ferrero Canada partners with Canada Soccer for FIFA world games
Ferrero Canada is making a major play in the sports marketing arena with the announcement of its first-ever multi-brand national sports partnership—a three-year deal with Canada Soccer.
Canada Soccer and Ferrero Canada will work together to continue driving the growth of, and cultivating passion for, soccer in Canada by building affinity for the country’s National Team programs through retail packaging, displays and fan promotions, as well as engaging families at the grassroots soccer level on event days and through youth soccer festivals.
The partnership positions Ferrero to capitalize on the 2026 FIFA Men's World Cup coming to Canada for the first time, followed by continued activation through the 2027 FIFA Women's World Cup.
“Canada Soccer is proud to welcome Ferrero Canada and its family of brands as partners. Together, we look forward to celebrating the game and creating meaningful connections with fans across the country, as we continue our goal of uniting Canadians through the passion of soccer,” said Dominic Martin, director, marketing, Canada Soccer.
In 2026, Ferrero will activate the partnership through TV, digital, social, PR and influencers, in addition to collaborating with Canada Soccer to find engaging ways to help Canadians celebrate. Building toward World Cup games, the campaign will include major consumer promotions and in-store activations—with 96% of World Cup viewers planning to buy snacks while watching and 78% watching at home, the timing positions Ferrero as the go-to choice for watch party celebrations.
“This is Ferrero Canada’s biggest partnership yet, and we’re uniting all our brands to celebrate the sweet moments soccer creates for millions of Canadian fans, on and off the pitch. Together with Canada Soccer, we’re committed to championing excellence, passion and the power of shared experiences. From spectacular goals to family and friends gathering to cheer, we’ll be there every step of the way,” added Omar Zausa, president, Ferrero Canada.
The new agreement, negotiated by Canadian Soccer Business, marks the first time Ferrero Canada has launched a unified partnership across its four key brands.
“We’re thrilled to welcome Ferrero Canada to the Canada Soccer partner family at such an exciting time for the game. Soccer is Canada’s number one participation sport and the heartbeat of communities from coast to coast. It is a perfect fit to have the much-loved Ferrero global brands partner with the beautiful game. Through CSB’s integrated commercial platform, we’re connecting world-class brands like Ferrero with the passion, pride, and unstoppable energy, driving the growth of the Canadian game,” said Michael Beckerman, chief commercial officer, Canadian Soccer Business.
