Shaw inks wide-ranging partnership with the Canadian Football League

DetailsMichelle Clancy | 11 May 2015

Comms provider Shaw Communications has inked a deal to sponsor the Canadian Football League (CFL) this season and beyond, supporting the Grey Cup.

20150508-199photo800The multi-year partnership names Shaw the official telecommunications partner of the CFL and includes several sponsorship components including prominent branding across CFL broadcasts on TSN and the official broadcasters of the CFL and the Grey Cup, and collaboration on a range of supporting TV and digital content.

"Shaw, a great Canadian company, is the perfect match for the great Canadian tradition that is the Grey Cup," said Jeffrey Orridge, the commissioner of the CFL. "We all know the annual celebration of our championship game belongs to every Canadian. This partnership with Shaw will allow us to present it bigger and better than ever."

The Grey Cup is the largest single day sporting event in the country. Shaw will also be the title partner of the Shaw Player Awards and weekly player achievement programme for the season, giving fans the opportunity to recognise CFL talent. And, beginning after Labour Day weekend, Shaw will partner with the CFL and CFL ON TSN on a content series called Shaw Road to the Grey Cup. Featured prominently during CFL game broadcasts, the series will also be prevalent on TSN and CFL digital properties.

"The CFL is Canada's premier sporting event, reaching millions from coast-to-coast every week, and this partnership will provide Shaw with a historic national platform that allows us to connect with our customers and CFL fans in a meaningful way," said Brad Shaw, CEO of Shaw Communications Inc. "We are proud to support such a profoundly Canadian institution as the CFL and are privileged to be the first ever presenting sponsor in the Grey Cup's storied history."

Canadian Football League training camps open at the end of May. The regular season kicks off Thursday, June 25. The 103rd Grey Cup presented by Shaw, broadcast exclusively on TSN and RDS, takes place at Investors Group Field in Winnipeg on Sunday, 29 November.