Chevrolet has formed a new partnership with the Major League Soccer (MLS), becoming the official Canadian sponsor of the league and the clubs CF Montréal, Toronto FC and Vancouver Whitecaps FC.

As part of the deal, Chevrolet and the MLS will hold events at the league’s training facilities across Canada, “allowing young players to meet Canadian MLS coaches and players,” according to a release. Both entities will also develop a series that tells the stories of Canadian soccer players and their MLS careers.

In return, Chevrolet will be able to engage with the league’s Canadian fans. The company will place digital advertising in the stadium during MLS games, as well as in retail venues. The General Motors brand will also be featured at MLS events as the season progresses.

This collaboration aims to raise the profile of soccer in the country, said Chevrolet Canada brand director James Hodge. “The partnership supports grassroots soccer while fostering the development of youth both on and off the field. This collaboration takes on even greater significance by leveraging the power of our Canadian Chevrolet dealer community, and we look ahead to fueling a growing enthusiasm and passion for soccer among Canadians,” Hodge said.

Other sponsorship agreements were made this week in the sports arena. Yesterday, the Professional Women’s Hockey League (PWHL) scored Pizza Pizza as its partner. This follows PWHL’s prior deals with Air Canada, Re/Max, and Rogers for the inaugural season. And earlier this week, Montana’s BBQ & Bar teamed up with the Canadian Hockey League.