Canadian Premier League

Kick Off: A League and a Brand

Canadian Premier League


Canada’s only professional soccer league was set to launch in 2019, and Upstream was tapped to ensure their audience would experience the brand in one consistent, meaningful way across all touchpoints.


We helped define their best customer, then crafted a distinct creative brand platform brought to life through a manifesto video. To kick off the season, we led brand integration with all key internal and external stakeholders, developing a brand playbook to ensure every audience touchpoint consistently delivered the brand experience.

The Canadian Premier League recently completed their inaugural season having established a loyal and growing fanbase, new sponsorship interest, and are even assessing expansion opportunities.