Opinion: Canada Soccer’s lead partner is CIBC, and a key feature of its agreement includes prominent branding on national teams' practice jerseys. So why did Alphonso Davies wear a distinct jersey? A breakdown of how brands are seizing the World Cup:
There’s considerable enthusiasm regarding the state of soccer in Canada so it is no surprise that brands are lining up to be associated with the sport. Among children, soccer — not hockey — is the country’s most popular sport based on registered participants.
Still, publicity photos from the World Cup training sessions showed Alphonso Davies — the star of the men’s team — wearing a distinct jersey. Unlike his teammates, CIBC branding was notably absent on the practice jersey worn by Davies. Prior to the World Cup, Davies negotiated a separate licensing deal with Canada Soccer to receive royalties for the sale of his jersey. None of his teammates had such agreements in place.
Legendary American swimmer Michael Phelps was not so diligent. Despite being an endorser of Under Armour, he graced the cover of Sports Illustrated in 2016 wearing a track suit with Nike branding clearly visible .
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