CONCACAF, soccer’s governing body for North and Central America and the Caribbean, has announced an expanded partnership with paediatric hospital charity Shriners Children’s.
Under the new agreement, Shriners Children’s will continue as an official partner of CONCACAF’s Gold Cup and Nations League Finals men’s national team competitions in 2027, while also adding the W Championship women’s national team competition to the deal.
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The new deal builds on the pair’s previous agreement during the 2025 Nations League Finals and Gold Cup, where Shriners Children’s patients and their stories were featured throughout the competitions.
The expansion provides more opportunities for Shriners Children’s to showcase patients’ stories to soccer fans across the CONCACAF region.
Heidi Pellerano, CONCACAF chief commercial officer, said: “Soccer gives us a powerful platform to bring people together and shine a light on organizations making a meaningful difference in our communities.
“We look forward to continuing to share the stories and impact of Shriners Children’s across our competitions, and we are especially pleased to welcome them to the Concacaf W Championship this year.”
The extension consolidates Shriners Children’s sports partnership portfolio, having most recently been announced as a founding partner of the TGL, the tech-infused golf competition, ahead of its second season in August.
As the founding partner and official children’s hospital partner of TGL, Shriners gains prominent branding presence across the second season of the golf competition, including on nationally televised advertising spots, in-game brand integration, in-venue activations, and collaboration across social media and digital channels.
The pediatric healthcare provider has a strong branding presence in golf, serving as the title sponsor of the PGA Tour’s annual stop at the TPC at Summerlin course in Las Vegas, Nevada, in an agreement running through 2026.
It is also the official charity partner of the Skechers World Champions Cup PGA TOUR Champions event.
Bob Roller, vice president of sports for Shriners Children’s, said: “Our patients show us every day what it means to overcome challenges, pursue big goals, and believe in what’s possible.
“Expanding our partnership with Concacaf gives us an incredible opportunity to share those stories with millions of passionate soccer fans while introducing more families around the world to the innovative care available through Shriners Children’s.”
The news comes a month after CONCACAF agreed a deal with Fox Latin America for rights to show the Nations League competition and qualifiers for the 2030 FIFA World Cup.
The agreement includes the next two editions of the Nations League (2026-27 and 2028-29), including the finals, as well as the World Cup qualifiers, which will begin in September 2027 and conclude in November 2029.
In June, Fox renewed its deal with Concacaf for the Gold Cup, while adding the Nations League to its portfolio of major national team tournaments in the US.
Under the extended agreement, Fox Sports will remain the US English-language home of the flagship Gold Cup and hold rights to the Nations League through 2029.
The deal includes rights to the next two editions of the Gold Cup, as well as the 2026–27 and 2028–29 cycles of the Nations League, including the finals.
