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CFL to celebrate 100th Grey Cup
Published June 25, 2012, Page 8
The 2012 CFL season, which opens this week, will conclude in November with the 100th playing of the Grey Cup championship game.
American audiences are expected to be able to watch the centennial Grey Cup under a new TV deal the CFL was working on last week. The league would not disclose the network other than to say it is not NFL Network, which carried CFL games last year.
In addition, the CFL and its backers will spend more than $10 million this season touting the 100th Grey Cup, making it the largest promotional effort in the league’s history.
|Commissioner Mark Cohon is rolling out a major marketing effort this season.
The league this week was set to unveil details of a three-month, nationwide tour to promote the 100th game, bringing the championship trophy to nearly 100 communities. In addition, Canada will issue official Grey Cup coins, and the postal system 50 million stamps, the biggest such effort in that agency’s history. TSN is planning an eight-part documentary series focusing on events and players in CFL history, and the annual Grey Cup festival will expand from its traditional three days to 10 in this year’s host city for the game, Toronto.
The Grey Cup rotates among the CFL’s eight team markets.
Sponsors are promoting around the championship, too. Sponsor Nestlé currently has a promotion in movie theaters affixed to buckets of popcorn.