Several companies are lining up behind Bell Media as it prepares to kick off its coverage of the 102nd Grey Cup on TSN.
Nissan, GMC, Wendy’s, NAPA, SiriusXM Canada and Mark’s are headlining a diverse group of sponsors for the Canadian Football League’s championship game, which last year drew an average audience of 4.8 million viewers on TSN and its French-language sister station RDS.
Their marketing programs include a variety of in-game segments, as well as an on-site activation.
In addition to being a quarter sponsor of Sunday’s game, Nissan is also presenting a 30-minute documentary on the 21 high school football teams it supported through its “Back in the Game” sponsorship program with the CFL.
The teams have been profiled on CFL on TSN telecasts throughout the season, with the journey of Edmonton’s Eastglen High School team chronicled in a special as part of TSN’s six hours of Grey Cup Saturday coverage.
The automaker is also sponsoring the TSN Fan Zone within the Nissan Family Zone at the Vancouver Convention Centre. The program enables fans to have their picture taken at an authentic CFL on TSN anchor desk.
Vancouver beverage company Formula Four Oxygenated Water is also the national title sponsor of the new Grey Cup Radio Network’s live coverage of the game. The newly created group of 20 radio stations will simulcast TSN Radio-produced pre-game, in-game and Grey Cup coverage across Canada.
Wendy’s is sponsoring the halftime show, featuring indie band Imagine Dragons, while NAPA is sponsoring a “Starters to Watch” segment. SiriusXM Canada is sponsoring the Grey Cup Kickoff Show, with Mark’s sponsoring the “Grey Cup Sunday Countdown Clock” and the pre-game Countdown to Kickoff show.
GMC is a quarter sponsor and sponsor of the “Coach’s Playbook” segment with former Winnipeg Blue Bombers coach Paul LaPolice.
Almost 12 million people – roughly one in every three Canadians – watched at least part of the 2013 Grey Cup, which saw the Saskatchewan Roughriders defeat the Hamilton Tiger Cats 45-23.
