Canada Soccer scores sponsorship from GoGo Squeez

Materne's health kids' snack is aiming to reach a growing fanbase for the Canadian national teams and Canadian Premier League.
By Josh Kolm
January 20, 2022

Canadian Soccer Business has negotiated a new sponsorship deal with GoGo Squeez, making it the official fruit snack of both Canada Soccer and the Canadian Premier League in a new multi-year agreement.

Owned by French jam, filling and sauce giant Materne, GoGo Squeez is a line of pouched apple sauce and other squeezable fruit snacks, which was launched in Canada in 2009.

With its first major sponsorship, GoGo Squeez will partner with both the men’s and women’s national teams, the Canadian Premier League and all eight of its clubs. Though full details of how it will be activated are still to be announced, it will be focused on providing GoGo Squeez the opportunity to “interact directly with soccer fans and families,” and will also include matchday integration across Canadian Premier League matches and original content on the league’s channels. GoGo Squeez will also be a partner on Canada Soccer’s Active Start Soccer Fests and Toyota National Championships, distributing fruit snacks and premium items to fans attending events.

The partnership will officially begin with upcoming qualifying matches for the 2022 FIFA World Cup later this month. The deal was facilitated by Canada Soccer Business.

The Canadian Men’s National Team has been enjoying a surge of popularity due to new success it has earned on the pitch. The team’s path to qualify for the World Cup last fall regularly beat out broadcasts from both the CFL and NHL, with its win over Mexico drawing 1.153 million viewers for Sportsnet.

For the Canadian Premier League, games are broadcast through streaming service OneSoccer, though CBC has picked up broadcast rights for a select number of games. CBC reported that ratings for the “Island Games” – a cheeky name given to the CPL’s pandemic-shortened season that was finished in isolation on Prince Edward Island – reached 2,500,000 viewers in all across Canada, with an average minute audience of 48,000 across all games. The championship game had an average minute audience of 41,000, with 53,000 viewers for the encore broadcast.