U SPORTS extends long-standing partnership with Wilson as official basketball and football; Lanctôt Sports named exclusive Canadian distributor
U SPORTS announced today a three-year partnership with Lanctôt Sports, the Canadian distributor of Wilson Sporting Goods and Team Sports categories. This reaffirms Wilson as the Official Football of U SPORTS — a distinction it has held since 1994 — and the Official Basketball since 2009.
The renewed agreement continues one of the longest-standing equipment partnerships in Canadian university sport and underscores a shared commitment to supporting student-athletes and delivering high-performance competition across the country.
The partnership also marks a strategic step forward in strengthening Canadian distribution of Wilson products, enhancing service to member institutions, and unlocking new co-branding opportunities designed to generate additional revenue streams for university sport in Canada.
Wilson has been synonymous with championship moments across U SPORTS football for more than three decades. Since becoming the official basketball in 2009, Wilson has also been at the centre of U SPORTS Final 8 tournaments and conference play across the country.
The addition of Lanctôt Sports as the exclusive distributor reinforces the partnership’s Canadian foundation. Headquartered in Montréal, Lanctôt Sports brings decades of experience in the Canadian sporting goods industry and will support the nationwide growth of co-branded U SPORTS Wilson products.
This agreement marks the first of three consecutive years in which U SPORTS and Lanctôt Sports will collaborate on initiatives to develop incremental revenue opportunities for Canadian university sport. Through expanded co-branding programs and retail activation strategies, the partnership aims to strengthen U SPORTS' financial sustainability while increasing visibility for the national brand and its member institutions.
By aligning Wilson’s performance legacy with Lanctôt’s Canadian distribution expertise, U SPORTS continues to prioritize partnerships that directly benefit student-athletes, support Canadian businesses, and celebrate excellence in university sport.
The renewed partnership will see Wilson footballs and basketballs remain the official game balls at all U SPORTS championships and events through the 2028-29 season.
QUOTES
Pierre Arsenault, Chief Executive Officer, U SPORTS
“For more than 30 years in football and over 15 in basketball, Wilson has helped define championship moments in U SPORTS. Extending this partnership ensures our student-athletes continue competing with world-class equipment, while aligning with Lanctôt Sports enables Canadian-driven growth around the game. This agreement is about sustainability — creating innovative co-branding opportunities that generate new revenue for university sport and strengthen the future of our national programs.”
Hadrien Leroy, CFO, LANCTÔT SPORTS
“Providing student-athletes across Canada with a globally recognized brand like Wilson is a responsibility we are proud to take on through this partnership. By combining Wilson’s performance heritage with U SPORTS’ national athlete platform and Lanctôt Sports’ Canadian distribution expertise, we are creating meaningful opportunities for institutions while strengthening the connection between athletes, communities and the game. This collaboration supports both high-performance competition and the long-term growth of university sport across the country.”