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Sunday, May 10, 2015

CFL GETS IN BED WITH SHAW

CALGARY (CP) - When the CFL championship game is played this November in Winnipeg, it will officially be known as "the Grey Cup presented by Shaw.''

On Friday, new commissioner Jeffrey Orridge unveiled Shaw Communications Inc. as the first-ever presenting sponsor of the Grey Cup.

"I think it's about elevating and strengthening the Grey Cup,'' said Orridge. "We're building a modern CFL and one that respects tradition but it's also reaching out to new audiences in new ways. We think it's a perfect partnership in terms of taking the CFL into the digital age and gives us an opportunity to showcase and tell more stories around the athletes.''

The multi-year partnership will also see Shaw Communications Inc. serving as the title partner of the CFL player awards and the league's weekly and monthly player achievement programs. After Labour Day, Shaw will partner with league broadcaster TSN on a series called Shaw Road to the Grey Cup, which will also be prevalent on TSN and CFL digital properties.

"This partnership will allow us to create original dynamic content to engage our customers and CFL fans from coast to coast,'' said Jim Little, the senior vice-president and chief marketing officer for Shaw Communications Inc.

Financial details of the partnership weren't divulged. But in 2007, the CFL's board of governors approved selling the naming rights to the Grey Cup, which at the time some league officials figured could generate as much as $10 million annually.

Corporate sponsorship is common in the sports landscape, with companies featured prominently in sponsoring pro golf and tennis events and U.S. college football bowl games. But many top pro sports championship trophies, notably the Stanley Cup and Super Bowl, continue to stand on their own.

The presenting sponsorship of the Grey Cup will likely upset some CFL traditionalists but Orridge said the partnership with Shaw will bring the Grey Cup - consistently one of the most-watched TV events in Canada - to more people.

"This allows us an opportunity to enhance and elevate the Grey Cup and bring it and the CFL with Shaw to more people and access them in more and better ways,'' he said.

CFL training camps open later this month, with the regular season slated to kick off June 25. The 2015 Grey Cup game will be held in Winnipeg on Nov. 29.

15 comments:

Anonymous said...

who won pizza pigout? there will be some toilets getting a workout tonight and tomorrow

Anonymous said...

I guess Shaw customers now know that their rates went up, not for better service, for sponsoring this

Anonymous said...

Change is good, you go first.

Anonymous said...

How long before the word grey is replaced by the word shaw?

Anonymous said...

I love the irony that TSN has the broadcasting rights and will be forced to call it the SHAW Grey Cup

Anonymous said...

TSN and Shaw are not competitors. Shaw carries TSN on their cable network. The rocket scientists on here never cease to amaze.

Anonymous said...

437 years

Anonymous said...

oh, and it wont be shaw, probably the "Reigel 7" cup.

Anonymous said...

It always was, always is and always will be "The Grey Cup".

Reference to : Brett The Hitman Hart

Anonymous said...

TSN is a division of Bell Media which is owned by BCE. BCE is a competitor with Shaw. Therefore, the irony exists.

The Rocket Scientist

Anonymous said...

Totally opposed. There are some things that you just don't sell, and the Grey Cup is one of them. It's a little like when the CFL prostituted itself to American owners. Obviously it's not as bad as that, but it's still too much of a step in that direction for my liking.

The CFL has both survived and thrived because of its tradition. This is a small step in eroding that.

Lewis Grant

Anonymous said...

Sure Bell and Shaw are competitors. So are Bell and Rogers, and together they own equal stakes in MLSE. It's all about what makes business sense and this deal makes sense for both parties. Also having the Grey Cup presented by a sponsor does nothing to detract from the name or tradition of the Grey Cup or the title game. Remember when people were crying about changing the name of Taylor Field to Mosaic stadium? Mosaic has pretty much become the accepted name now without much fuss. Welcome to 2015

Anonymous said...

people said the same thing about "mosaic" stadium. years later and nobody cares.

Anonymous said...

Bell, telus, shaw, rogers, sasktel

all competitors in a monopolistic industry

oh the irony

Anonymous said...

I still call it Taylor Field.

I might consider calling the new one Mosaic Stadium.

Lewis Grant