Allstate Canada Scores an Extension in its Partnerships with Canada Soccer and Canadian Premier League

Allstate Canada Scores an Extension in its Partnerships with Canada Soccer and Canadian Premier League
Arrangements will enable Allstate to help connect more fans with the beautiful game

MARKHAM, ON (March 11, 2021) – Allstate Insurance Company of Canada (“Allstate Canada”) has extended its partnership agreement with Canada Soccer, the governing body for the sport of soccer in Canada, through 2024. Under the same agreement, Allstate Canada is partnering with the Canadian Premier League (CPL). The company has worked closely with Canada Soccer since 2016 and the CPL since its inaugural season in 2019 to support the growth of soccer in communities across the country with shows (including the first-ever online Allstate Soccer Show), festivals, contests, prizes, clinics, player awards and more.

“Soccer fans are among the most passionate of all sports fans and the foundation of our arrangement with Canada Soccer and the Canadian Premier League is to find creative, engaging ways for that audience to connect with the game they love so much,” says Marcelo Regen, Vice President, Allstate Brand Innovation & Chief Customer Officer. “We’re thrilled to be able to extend our partnerships and are looking forward to bringing additional programming that not only helps grow the sport, but also provides opportunities for fans to celebrate The Beautiful Game.”

“The support provided by committed partners like Allstate enables Canada Soccer to provide leadership for the Canadian soccer community, and to achieve our collective objectives to grow and develop the sport,” said Peter Montopoli, Canada Soccer General Secretary. “Over the course of our partnership, Allstate Canada has introduced a number of initiatives which have been key to engaging soccer fans from coast-to-coast and we look forward to continued collaboration as we embark on an exciting few years for the sport in our country.”

“We are pleased to officially welcome Allstate Canada back as an official partner,” says David Clanachan, Commissioner, Canadian Premier League. “Allstate’s commitment to the growth of soccer in Canada is a perfect fit for the CPL and we look forward to growing this partnership and reaching as many Canadian soccer fans as possible.”

The partnership provides Allstate Canada the opportunity to continue holding some notable events from the past four years, including the hosting of the Allstate High Performance Soccer Clinics, The Allstate Soccer Show and a supporting presence at Canada Soccer’s Active Start Soccer Fests, as well as offer fun games, contests and prizes at Canadian National Team and Canadian Championship matches. The Allstate High Performance Soccer Clinics, in particular, are a much sought-after event, providing 10-15 year old high performance players the opportunity to interact and learn from members of Canada Soccer’s National Teams. The agreement will also allow for Allstate Canada to become a partner of the inaugural 2021 Toyota eNational Championships.

Allstate Canada is will also become the official property and automotive insurance partner for all eight teams under the CPL, including FC Edmonton, Cavalry FC, Halifax Wanders FC, Forge FC, Atlético Ottawa, York United FC, Valour FC and Pacific FC. The arrangement provides Allstate Canada the opportunity to be present at all Canadian Premier League matches.

The company will also continue with its much anticipated “top save” award as voted by fans. The Allstate Good Hands Award is presented to a Canadian National Team and CPL goalkeeper each year.

“COVID-19 might mean we have to change how soccer fans join Allstate in connecting with professional players, the clinics, festivals, and events, but we are rising to meet that challenge. For example, The Allstate Soccer Show evolved from a planned in-person event into a live, online experience in August, 2020 and enabled thousands of Canadians to interact with some of the biggest names in soccer,” added Regen. “We’re looking forward to working with our partners to give Canadians many more opportunities to celebrate the sport in the future.”

To learn more about Allstate Canada’s involvement with Canada Soccer, be sure to visit

About Allstate Insurance of Canada
Allstate Insurance Company of Canada is a leading home and auto insurer focused on providing its customers prevention and protection products and services for every stage of life. Serving Canadians since 1953, Allstate strives to reassure both customers and employees with its “You’re in Good Hands®” promise and is proud to have been named a Best Employer in Canada for nine consecutive years. Allstate is committed to making a positive difference in the communities in which it operates through partnerships with charitable organizations, employee giving and volunteerism. To learn more, visit For safety tips and advice, visit


For more information, please contact:
Travon Smith
Public Relations Specialist
C: (437) 229-1577

Daniela Passarelli
Senior Marketing Partnership Specialist
C: (437)-240-3171