March 21 – As political tensions between Canada and the United States escalate following controversial remarks from former US president Donald Trump about Canada becoming the 51st state, the Canadian Premier League (CPL) has launched a national branding campaign titled ‘Made in Canada’, emphasising homegrown talent and self-sufficiency in football development.
The campaign, which debuted across the league’s digital platforms on Thursday and will be broadcast nationally during TSN and OneSoccer’s coverage of the Concacaf Nations League Finals, spotlights the CPL’s role in nurturing Canadian players, coaches, referees, and administrators since its 2019 inception.
The messaging focuses on the league’s commitment to strengthening local economies and fostering a uniquely Canadian football culture.
While the CPL has not publicly referenced Trump’s comments, the timing of the campaign follows controversy over proposed trade tariffs, and a public backlash. The campaign’s core narrative, promoting Canadian independence in sport, appears to align with the broader public sentiment pushing back against perceived American overreach.
Adding to the controversy, Canada’s American-born national team manager Jesse Marsch publicly rebuked Trump’s remarks this week, saying: “As an American, I’m ashamed of the arrogance and disregard we’ve shown one of our historically oldest, strongest and most loyal allies.”
Meanwhile, the CPL’s impact on Canadian football continues to grow.
Nearly 400 Canadian players have featured in the league, accounting for 73% of all minutes played. In recent months, Kwasi Poku, Grady McDonnell, and Emil Gazdov secured record transfers out of the league, while 12 current CPL players have earned international caps. Off the pitch, the league has created thousands of opportunities for referees, coaches, and administrators, with several former players transitioning into leadership roles.
“Canada is unified like never before by a sweeping movement of Canadian patriotism, a feeling we at the Canadian Premier League can uniquely identify with,” said George Fadel, vice president, marketing, Canadian Premier League.
“As a league proudly Made in Canada and played in Canada, we set out to create a campaign that highlights how our everyday actions are making a difference from coast to coast, both on the field and off it. We are deeply connected to our country and we look forward to representing it proudly through this campaign.”
As public figures including Prime Minister Justin Trudeau push back against U.S. rhetoric — Trudeau recently posted, ‘You can’t take our country — and you can’t take our game’, after Canada’s hockey victory over the US — the CPL’s ‘Made in Canada’ campaign reinforces the league’s ambition to serve as a pillar of Canadian sporting identity, on Canadian terms.
Contact the writer of this story, Harry Ewing, at moc.l1742709957labto1742709957ofdlr1742709957owedi1742709957sni@g1742709957niwe.1742709957yrrah1742709957