As the one-year countdown to the 2026 FIFA World Cup approaches, a contentious struggle to expand the TV audience for Canadian soccer continues. On one side is OneSoccer, a subscription streaming service that broadcasts games for the Canadian national team, the Canadian Premier League, and the Canadian Championship. The opposing side is Rogers Communications Canada Inc., a telecommunications giant that has refused to carry OneSoccer.
In March 2023, the Canadian Radio-television and Telecommunications Commission (CRTC) ruled in favor of OneSoccer, stating that Rogers' refusal to carry the service constituted an "undue preference" for its own offerings. The CRTC directed both parties to submit proposed remedies for this disadvantage by April 11, 2023. However, two years later, the situation remains unchanged, with the case documentation having increased significantly instead.
OneSoccer has expressed concerns over the delays, noting that they are detrimental to independent programming services like theirs. In a submission to the CRTC, OneSoccer revealed it is spending millions of dollars to produce its channel with minimal revenue coming in. Although the service is available for streaming and through Fubo as well as Telus cable subscribers in Western Canada, the lack of broader access limits viewership.
Scott Mitchell, owner of OneSoccer's parent company Timeless Inc. and chairman of the Canadian Premier League, expressed his perplexity over the delay, emphasizing the clarity of the CRTC ruling. He pointed out the urgency of resolving the issue, especially with the World Cup approaching and the growing soccer audience in Canada. However, Rogers declined to provide a spokesperson for comment, simply issuing a brief statement that highlighted their offering of a variety of popular sports programming for customers who wish to access OneSoccer as a stand-alone service.
This ongoing standoff means that viewers in Canada can only access high-profile events, like the CONCACAF Champions Cup final between Vancouver Whitecaps and Cruz Azul, through OneSoccer or Fubo. Mitchell articulated his disappointment regarding the limited viewership, stressing the evident audience demand for these matches. Despite a reported 40 percent increase in OneSoccer subscriptions this year, a larger audience exists, especially as Rogers controls about half of the linear TV market in Canada, as Mitchell noted.
Rogers has defended its refusal to distribute OneSoccer, citing "valid commercial reasons" that the channel offers limited appeal outside of national team games. They highlighted that other major cable providers, such as Bell, Cogeco, and Videotron, also do not carry OneSoccer. Nevertheless, Rogers has offered to showcase segments of OneSoccer's programming on its On Demand service and the OneSoccer app on Ignite TV.
Historically, Rogers and OneSoccer have partnered, such as during the broadcasts of Canadian men's World Cup qualifying games in 2021, where advertisements were split, albeit without OneSoccer branding. In their submissions to the CRTC, Rogers argued that Timeless was effectively under the control of a non-Canadian entity when it lodged its complaint, referencing Mediapro's previous ownership. OneSoccer countered that while Mediapro managed day-to-day operations, Timeless retained strategic control throughout.
While Canada's upcoming games at the Canadian Shield Tournament are broadcast on both TSN and OneSoccer—an improvement to the distribution issues—this kind of collaboration remains rare. Mitchell lamented that they had not received investment offers from any media companies in Canada to carry their matches, despite having produced events at their own expense. He remarked on the economic strain of arranging these broadcasts without proper financial backing.
Laura Mellanby, a consultant for OneSoccer, hinted that Rogers’ refusal stems from financial motives rather than public interest. According to her, traditional cable providers prefer to either launch their own channels or partner with inexpensive options rather than invest in high-cost productions like those required for live sports. Mellanby illustrated this contrast by pointing to Willow, a cricket channel that takes feeds from others rather than producing its own content.
OneSoccer has been engaged in productive discussions with Bell regarding potential distribution, and the wider industry appears to be waiting on the outcome of the CRTC case before committing financial resources. As Mellanby aptly noted, the broadcasting market operates as a business and requires a sustainable revenue stream to thrive. Meanwhile, Canada Soccer continues to closely monitor these developments, understanding the significance of expanding soccer's audience within the country and the complications that arise with the CRTC proceedings.
