The CFL Toronto Argonauts with "new ownership, a new home and the ability to tailgate" are attempting to give their reputation an "extreme makeover," according to Rachel Brady of the GLOBE & MAIL. The Argos' "sagging popularity" in Toronto prompted them to transform their "game-day experience as they try to grow and diversify a fan base currently relying on 55-and-older males." With the move to the renovated BMO Field, the Argos now will be able to "introduce tailgating." Argos President & CEO Michael Copeland has studied tailgating for football at the Univ. of Michigan, and said "that's the blueprint." The team's pep band "will march through the tailgate area and lead fans over to the stadium." Copeland: "If we became like Toronto's college football team, it will differentiate the Argos from every other team in the city." Brady notes the Argos hired Toronto-based ad agency Bensimon Byrne, which has "blitzed the city with ads on TV, radio, bus shelters and subway wraps, and taken to social media." The franchise is attempting a "big splash" in its home opener tomorrow against the Hamilton Tiger-Cats. There will be a "free pre-game concert in a licensed outside gathering spot named The Shipyard." The Argos believe it is "realistic to sell out all nine home games, plus possible playoffs" (GLOBE & MAIL, 6/22).
