(Image: canadasoccer.com)

Ferrero Canada has entered the sports marketing arena with the signing of its first-ever multi-brand national sports partnership with Canada Soccer. Extending through 2028, the Ferrero investment supports the Canadian Men’s and Women’s National Teams, the Canadian Premier League and grassroots initiatives.

To support the partnership, Ferrero is bringing all of its brands together in one unified campaign. Nutella, Kinder Chocolate, Kinder Surprise, Kinder Bueno, Tic Tac and Ferrero Rocher unite under the “Go All In” campaign. In-store activities for the portfolio of brands will involve displays featuring Canada Soccer branding and promotional tie-ins spanning April through August 2026.

After this month’s launch of the three-year sponsorship, Ferrero will activate a sustained multi-channel campaign that will include TV, digital, social, PR and influencers. The campaign will build toward the 2026 FIFA World Cup, including major consumer promotions and in-store activations.

Joanne Farber, VP premium chocolate for Ferrero Canada, says the partnership with Canada Soccer is grounded in the shared belief that soccer creates powerful moments of connection across cultures, communities and generations. “This is also a historic moment for Canadian soccer, with the 2026 FIFA Men’s World Cup taking place in Canada for the first time and the 2027 FIFA Women’s World Cup to follow. The partnership allows us to engage with fans during a period of unprecedented momentum for the sport.”

Ferrera Canada works with agency partners Golin Canada (PR and influencer), Publicis Montréal (creative), Mindshare (media) and Solutions with Impact (digital and contesting.)

Farber explains that this multi-year partnership also marks a change for the brand’s broader marketing approach in the Canadian market. It signals three key priorities, including a shift toward large-scale, multi-brand, culturally resonant moments plus a strengthened commitment to long-term, community-rooted engagement. It also marks a more integrated, portfolio-led approach to advertising that amplifies impact during major cultural events.

Farber says that with more than 15 million fans – double the number of hockey participants – the audience for soccer is Canada’s largest and most diverse. One in two new Canadians cite soccer as their favorite sport, making this a powerful play to connect with Canada’s evolving demographics, she adds. “With newcomers driving population growth and soccer ranking as their top sport, this partnership shows our intent to connect with diverse Canadian families through platforms that genuinely reflect their passions and celebrations.”