The Canadian Premier League (CPL) has named meal kit provider and publicly traded company HelloFresh as its official meal kit delivery partner, adding to the league’s fast-growing sponsorship roster.
Overseen by Canadian Soccer Business (CSB), the deal will provide special offers to CPL clubs’ fans and season ticket members via digital integration in the league’s Centre Circle App.
HelloFresh and CPL will also collaborate on unique content pieces throughout the term of agreement focused on showcasing summer recipes tailored for families.
“Becoming the official meal kit partner of the Canadian Premier League was a natural fit for HelloFresh,” explained HelloFresh Director of Culinary, Chef Corby-Sue. “We know how important fresh ingredients and balanced dinners are to soccer-loving families across the country, and we’re happy to be able to provide soccer communities and fans of the game with a new option to enjoy dinner with a kick!”
Furthermore, HelloFresh will also become an official partner of Canada Soccer’s Circle K Active Start Soccer Fests programme, the largest and longest-running grassroots programme in Canada.
Through its support of the project, HelloFresh will activate at events from coast-to-coast, providing special offers for festival participants as well as unique on-site meal kit opportunities.
“We are excited to be partners with HelloFresh,” added David Clanachan, Commissioner, Canadian Premier League. “As the leading meal kit provider in Canada the synergy with Canada’s top men’s professional soccer league is perfect and we are looking forward to enjoying many balanced and delicious HelloFresh recipes this season.”
The CPL’s ever-expanding sponsorship portfolio was expanded to include ComeOn! as the league’s official sports betting and online casino partner earlier in the week, enhancing fan engagement capabilities as the CPL begins to grow in recognition.