February 28 – The Northern Super League (NSL) has landed a major sponsorship deal with Coca-Cola ahead of its inaugural season in April 2025. The partnership will see Smartwater and Powerade become the league’s Official Hydration Partners, while Coca-Cola takes on the role of Official Soft Drink Partner.
This move comes as the beverage giant reshapes its football sponsorship strategy, including a renewed focus on Powerade, a resolved dispute with FIFA, and a fresh push into Major League Soccer (MLS) and U.S. Soccer – all announced in recent weeks.
For the NSL, Coca-Cola’s backing is a significant boost as it looks to establish itself in Canada’s sporting landscape. The deal will see Coca-Cola’s brands featured in stadiums, national broadcasts, and a season-long digital campaign celebrating players and goal-scoring moments in a push to grow its audience. With its six teams set to take the field for the first time in 2025, the NSL is banking on high-profile partnerships to drive visibility and engagement.
The deal, which maintains an undisclosed valuation, comes at a time when Coca-Cola has been navigating a more complex relationship with global football. The company had been at odds with FIFA over sponsorship rights for the 2025 Club World Cup, filing a legal case alongside Adidas after being told they would need to bid for rights they believed were already included in their existing agreements.
While the dispute has now been resolved, FIFA’s expanded tournament—featuring 32 teams for the first time—has struggled to generate enthusiasm. Concerns over inflated ticket prices, an already overcrowded football calendar, and potential squad rotations from Europe’s biggest clubs have cast doubt on its success.
FIFA has also faced challenges attracting sponsors beyond those with clear strategic or political interests. Saudi-linked companies dominate the current commercial line-up, reflecting FIFA’s increasingly close ties with the Gulf state, which was controversially awarded the 2034 World Cup unopposed. Bank of America, another recent Club World Cup sponsor, also has vested interests with the USA co-hosting the 2026 World Cup.
For Coca-Cola, aligning with the NSL offers a more straightforward brand play – one focused on supporting the growth of women’s football rather than navigating FIFA’s increasingly murky commercial landscape.
“Coca-Cola has been a remarkable supporter of soccer, uplifting Canadian athletes at every level,” said Christina Litz, President of Northern Super League. “Having an iconic global brand like Coca-Cola join us speaks to the rapid growth of women’s sports in Canada and the bright future ahead for the Northern Super League.”
Beyond FIFA, Coca-Cola is also shaking up its U.S. football sponsorships. Announced earlier this week, Powerade is set to replace BodyArmor as the official sports drink of both MLS and US Soccer, a move aimed at reclaiming market share from Gatorade.
With Powerade’s share of the U.S. sports drink market sitting at just 10.8% – well behind Gatorade’s dominant 62.8% – Coca-Cola is betting big on football’s growing influence to boost its brand.
“We are thrilled to partner with the Northern Super League, Canada’s first women’s professional soccer league. This collaboration underscores our commitment to empowering women in sports and celebrating their incredible talent and dedication,” said Laura Cutsey, VP Marketing & Sponsorship, Coca-Cola. “Together, we aim to inspire the next generation of athletes and bring communities closer through the love of the game. Cheers to a future filled with passion, progress, and unforgettable moments on and off the field.”
Contact the writer of this story, Harry Ewing, at moc.l1743365958labto1743365958ofdlr1743365958owedi1743365958sni@g1743365958niwe.1743365958yrrah1743365958