Toronto agency Mackie Biernacki has signed on soccer star Sebastian Giovinco as its newest client.

The shop is tasked with growing the Toronto FC player’s brand across North America. Specifically, the goal is to align better with specific brand partnerships and merchandising opportunities.

“We chose to work with Mackie Biernacki because they had the greatest sense of how to grow in a market that traditionally is known for hockey, hockey, and more hockey,” Luca Pasqualin, one of Giovinco’s agents, said in a press release.

The TFC is growing in popularity and kids are now often choosing soccer over hockey, but there are still perceptions that Canadians are only focusing on the latter sport.

“The timing is perfect as the attention on TFC and [Major League Soccer] is seeing major growth beyond the hardcore fans, and some brands are catching on quicker than others,” the agency’s co-founder, Steph Mackie, noted in the release.

Giovinco joined TFC from Italy in 2015. Since then, he has broken the MLS record for combined goals and assists in a single season. He has also won the MLS Golden Boot – awarded to the MLS’ regular-season leading scorer – and MLS MVP award (he was recently named a finalist for this year’s MVP award as well).