Shaw Communications Signs Deal To Serve As CFL's First-Ever Grey Cup Presenting Sponsor

New CFL Commissioner Jeffrey Orridge on Friday unveiled Shaw Communications "as the first-ever presenting sponsor of the Grey Cup," according to the CP. Orridge: "It’s about elevating and strengthening the Grey Cup." Financial details of the partnership "weren’t divulged." But the CFL’s BOG in '07 "approved selling the naming rights to the Grey Cup, which at the time some league officials figured could generate" as much as C$10M annually. The presenting sponsorship of the Grey Cup "will likely upset some CFL traditionalists" (CP, 5/8). The CP noted the multiyear deal "will also see Shaw Communications serving as the title partner of the CFL player awards and the league’s weekly player achievement program." After Labor Day, Shaw will "partner with league broadcaster TSN on a series called Shaw Road to the Grey Cup" (CP, 5/8). Shaw will receive branding across CFL broadcasts on TSN and the official broadcasters of the CFL and the Grey Cup (CFL).