Chevrolet has secured a deal to become the exclusive automobile sponsor for Major League Soccer in Canada. The new partners said it is the first time a single brand has secured those sponsorship rights.  

Interpublic Group agency Momentum Worldwide led negotiations on behalf of client Chevrolet.  

As part of the new setup, Chevrolet will become the official sponsor of MLS in Canada as well as each of its three clubs – Vancouver Whitecaps FC, Toronto FC, and Montreal Impact – beginning with the 2024 season.  

Through this partnership, Chevrolet will have a presence at MLS matches in Canada via in-venue and digital advertising and retail displays. As part of the partnership, MLS and Chevrolet said they will work together to advance the development of soccer in Canada through grassroots activations and national amplification. 

The signing of the deal comes two years before the next FIFA World Cup, in 2026 and which will be hosted by the U.S., Canada and Mexico. That arrangement is said to be the first time that three countries have been selected to simultaneously host the event. Organizers say 48 teams will participate, a 50% increase over the 2022 World Cup which was held in Qatar.