SAMSUNG AND CEBL UNITE TO BRING TRUE NORTH TUNES TO CANADIAN BASKETBALL AND MUSIC FANS

August 5 - Toronto, ON - Today, the Canadian Elite Basketball League (CEBL) welcomed Samsung as an Official Partner of the CEBL 2026 Playoffs. Samsung's True North Tunes platform, presented in partnership with Collective Arts, will amplify the unique synergy between music and basketball to showcase emerging Canadian talent and create a soundtrack to the League’s playoff excitement.

Launched earlier this year, Samsung True North Tunes is an artist-first program that invites emerging Canadian musicians to submit original music for a chance at national exposure, mentorship and live performance opportunities, with a Top 100, Top 20 and Top 3 selected through judging and public voting over the course of the program. Collaborating with the CEBL will bring the platform and its artists, directly to basketball fans throughout the 2026 Playoffs and beyond.

"Basketball and music are a natural partnership. We’re excited to be bringing Samsung True North Tunes to CEBL fans across the country," said Tafari Jilany, Head of Corporate marketing, Samsung Canada. "We’re putting great Canadian talent, on the court and in the hands of fans."

Through the CEBL post-season (August 6 - 15/16), the partnership will integrate True North Tunes into CEBL digital, in-venue and broadcast content. Pre-Game Vibes content will spotlight players entering the arena to a True North Tunes soundtrack, CEBL Gameday Playlists will drop before every playoff game blending True North Tunes artists with player song picks.

Collective Arts has partnered with Samsung Canada to support its longstanding commitment to emerging Canadian artists. As a lifestyle brand built on showcasing the talents of emerging artists and providing a platform for their work to be discovered and shared, Collective Arts is helping bring True North Tunes to life through unique brand experiences, storytelling, and opportunities for artists to connect and perform. 

The partnership will further build towards the CEBL Finals, where select True North Tunes artists take the stage for live halftime performances. Into the off-season, weekly CEBL Mixtapes will recap the season's best moments and players set to True North Tunes artist tracks, keeping the partnership alive beyond the Top 3 reveal. 

"Partnerships like this one reflect the strong social culture of basketball," said Ty Mazereeuw, President and CEO, CEBL. "Our sport and music have always been connected, and this relationship with Samsung gives us a real platform to celebrate Canadian artists alongside outstanding Canadian basketball."

The CEBL's eighth season is in full swing as teams battle for playoff positioning ahead of the 2026 CEBL Playoffs, which tip off on August 6. Every game this season is streamed live on CBC Sports through CBC Gem, cbcsports.ca, and the CBC Sports YouTube channel, while select marquee regular season matchups, the Conference Finals and the CEBL Finals are broadcast nationally on CBC TV, bringing Canada's Pro Basketball League to fans across the country.

For the full 2026 CEBL schedule, visit cebl.ca/schedule, and ticket information for all CEBL games can be found at cebl.ca/tickets.

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About the Canadian Elite Basketball League
The Canadian Elite Basketball League (CEBL) is Canada's professional basketball league, featuring 10 member clubs across six provinces. Powered by elite talent, a fast-paced game format, and deep community connections, the CEBL delivers high-level basketball and unforgettable summer experiences for fans nationwide.

The league boasts the youngest fan base in Canadian professional sport, half under age 34, and one of the fastest-growing audiences in the country, now reaching nearly 4.1 million Canadians. This momentum reflects the CEBL's ability to deliver dynamic, thrilling gameplay while connecting deeply with a new generation of fans and expanding basketball's cultural footprint across Canada.

Running from May through August, the CEBL's season is a showcase of top basketball talent and a summer hub for fast-paced, high-energy fan excitement.

About Samsung Electronics Co., Ltd.
Samsung inspires the world and shapes the future with transformative ideas and technologies. The company is redefining the worlds of TVs, digital signage, smartphones, wearables, tablets, home appliances and network systems, as well as memory, system LSI and foundry. Samsung is also advancing medical imaging technologies, HVAC solutions and robotics, while creating innovative automotive and audio products through Harman. With its SmartThings ecosystem, open collaboration with partners, and integration of AI across its portfolio, Samsung delivers a seamless and intelligent connected experience. For the latest news, please visit the Samsung Newsroom. 

About Collective Arts
Collective Arts is a lifestyle beverage company founded on the belief that creativity should be part of everyday life. Since 2013, the brand has supported and featured thousands of artists and musicians from around the world, using its platform to bring art, music, and culture into everything it creates. For more information, please visit collectiveartscreativity.com. 

Media Contacts:
Ansh Sanyal — VP, Brand & Marketing
Canadian Elite Basketball League
 [email protected]

[Samsung Media Contact]
Ryan Lannon – Sr. Account Dir., Technology
Edelman 
[email protected]