Through a new multi-year agreement, Coca-Cola’s Smartwater and Powerade brands will be the official hydration partners of the Northern Super League (NSL) and its six clubs, while Coca-Cola will become the league’s official soft drink partner.

When the league’s players take the field in April 2025 for their inaugural season, Smartwater and Powerade will launch a season-long on-air and digital campaign celebrating the athletes’ stories and scoring moments. The brands will also be featured on the national broadcast and in the stadium. Meanwhile, Coca-Cola will launch a national contest that will give fans the chance to win a VIP trip to watch the league’s first-ever final, as well as an activation that will take place during the championship weekend.

Laura Cutsey, VP of marketing and sponsorship at Coca-Cola, said the partnership intends to improve sports communities and inspire the next generation of Canadian athletes, so the brand will prioritize increasing the visibility of the players and enhancing engagement with fans.

She added that the deal with the NSL not only reaffirms Coca-Cola’s commitment to increasing the exposure and opportunities for female athletes, but also expands the brand’s impact on the worldwide soccer and sports scene.

“This collaboration underscores our commitment to empowering women in sports and celebrating their incredible talent and dedication… Together, we aim to inspire the next generation of athletes and bring communities closer through the love of the game,” Cutsey said.

The NLS deal follows another sponsorship agreement the brand signed with Cricket Canada last year to become the association’s official drink sponsor. It is also in line with other sports deals the brand has formed in the country, including with the Canadian Football League, Toronto Blue Jays, Canadian Olympic Committee and Toronto FC.

The NLS is Canada’s first professional women’s soccer league, launching in April 2025 with six clubs: Halifax Tides FC, Montreal Roses FC, Ottawa Rapid FC, AFC Toronto, Calgary Wild FC and Vancouver Rise FC. Other brands that have signed sponsorship agreements with the league include WestJet, DoorDash and Hummel.