CALGARY – Shaw Communications has inked a partnership agreement with the Canadian Football League (CFL) that includes becoming the first ever presenting sponsor of the Grey Cup.
The multi-year partnership also names Shaw the official telecommunications partner of the CFL, and includes sponsorship components such as prominent branding across CFL broadcasts on TSN and the official broadcasters of the CFL and the Grey Cup. In addition, a new content series called Shaw Road to the Grey Cup will air during CFL game broadcasts, and will also be prevalent on TSN and CFL digital properties. Leading up to the Grey Cup, Shaw will be the title partner of the Shaw Player Awards and weekly player achievement program, giving fans the opportunity to recognize CFL talent.
"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 Shaw Communications CEO Brad Shaw, in the news release. "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."
"Shaw, a great Canadian company, is the perfect match for the great Canadian tradition that is the Grey Cup," added CFL Commissioner Jeffrey Orridge. "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."
CFL training camps open at the end of May and the regular season kicks off June 25. The 103rd Grey Cup presented by Shaw, broadcast exclusively on TSN and RDS, will take place at Investors Group Field in Winnipeg on November 29, 2015.
