Canada Soccer has inked a deal making Volkswagen its exclusive automotive sponsor.

The partnership is a natural fit, as the German brand has long been a player in global soccer, sponsoring the sport in the United States, Germany, the Netherlands, France and beyond, as well as premier club and international competitions. Closer to home, the automaker has supported the Canadian Premier League (CPL) since 2019.

Volkswagen Canada will bring the partnership to life at the dealership level through initiatives such as in-showroom displays and soccer-themed promotions, creating opportunities for customers to engage with the brand. According to Volkswagen, fans can also look forward to branded merchandise giveaways, exclusive owner invites to special events, and collaborations with local soccer clubs. This is in addition to programs like the Volkswagen FC: Game Changers program, which has donated over $70,000 to community soccer champions.

“Soccer is one of the most accessible sports in the world and when everyone can play, the game gets better. Volkswagen Canada and Canada Soccer are committed to ensuring it remains open and inviting to all,” says Edgar Estrada, president, Volkswagen Canada. “From players and fans to the tireless network of parents, coaches, and staff, this partnership will proudly support the entire soccer ecosystem.”

Volkswagen is using the partnership to engage with a passionate, and growing, fanbase. “It’s not just about visibility,” the brand said in a statement. “It’s about creating lasting connections with communities, families and players who live and breathe the game.”

The sponsorship was negotiated by Canada Soccer Business.

Pizza 73 becomes Pizza 74 to honour Edmonton Oiler

Pizza 73, the beloved Edmonton pizza chain (which also operates in Saskatchewan and British Columbia), is temporarily rebranding as Pizza 74 and launching an exclusive, limited-time special, the Skinner Dinner, in collaboration with Edmonton Oilers’ star goalie #74, Stuart Skinner.

To mark the launch of this partnership, the newly rebranded Pizza 74 made its debut without an official announcement last week, showcasing its new name and logo across social media channels and with the launch of the Pizza 74 website. Starting March 17th, the new Pizza 74 logo will also be featured on arena boards during Edmonton Oilers home games.