Simons kicks off first sports sponsorship deal with the NSL

As a fashion partner, the brand will dress the league's reporters and create content highlighting the players' styles.
By Andrea Hernandez
March 27, 2025

Canadian department store Simons has partnered with the Northern Super League (NSL) to become the exclusive fashion partner of the league and its six teams. This is the brand’s first foray into sports sponsorship.

As part of the agreement, Simons will be the official apparel provider for NSL broadcasters and reporters during game broadcasts on TSN, RDS and CBC Gem. The partnership will also include visible branding at NSL venues, as well as specific fan activations to boost engagement and brand affinity. In addition, both companies will co-create a series of digital material that highlights player styles and behind-the-scenes moments.

Simons president and CEO Bernard Leblanc says that, while the company had not previously signed any sports sponsorship deals in Canada, the women’s league fits the brand and its commitment to inclusion. As Canada’s first professional women’s soccer league, it will inspire generations, and Simons wanted to be part of this historic journey, he says.

“From coast to coast, we share the same dream of celebrating and spotlighting our country’s talent. Together, we form a community where passion for sports connects people, where equality paves the way for all, and where ambition inspires us to innovate and surpass ourselves,” Leblanc says.

The brand, founded in 1840 in Quebec, is expanding its presence in Toronto this year with two new store locations, one at Yorkdale Mall and the other at CF Toronto Eaton Centre. This expansion brings the retailer’s national store count to over 19 locations across Canada.

Meanwhile, the NSL has been closing several sponsorship deals in recent months ahead of its inaugural season this year. Earlier this month, Toyota Canada was named the exclusive automotive partner of the league. Smartwater and Powerade were also announced as the official hydration partners of the NSL in January, while Coca-Cola became the league’s official soft drink partner. Other brands that have entered into sponsorship agreements with the NSL include Canadian Tire, WestJet, DoorDash and Hummel.