The high-profile jersey patch is embedded on every CFL player’s uniform during the Regular Season, Grey Cup Playoffs and Grey Cup Championship Game

TORONTO, CANADA – The Canadian Football League (CFL) announced today that the bidding process for its most visible and dominant sponsorship asset, the League-wide jersey patch, is now open to interested partners. The CFL Regular Season and the Grey Cup Playoffs continues to be one of the most-watched sporting events in Canada, making this one of the most valuable on-player branding opportunities in North America. Nearly one in every three Canadians watch some part of the Grey Cup Championship every November.

“Canadian Football is a national institution in our country, and this is a unique opportunity for a brand to embed themselves into the fabric of our League,” said Tyler Mazereeuw, VP Corporate Partnerships and Licensing. “We are excited about extending this invitation to Canadian and international brands looking to enhance their presence in the Canadian marketplace.”        

The jersey patch asset has numerous intimate touchpoints with Canadians and comes with unprecedented value: millions of incremental media impressions via highlights, social, print and online coverage and organic fan-generated content; and a connection with the more than two million fans who watch a regular season CFL game in stadium (a mark surpassed in 14 of the last 16 years). Last year’s CFL regular season TV ratings drew an average of 553,000 viewers on TSN and 130,000 on RDS across its 81-game schedule.

Additionally, more than 65% of all CFL social media content and imagery include players wearing their respective team jerseys and combined, the CFL and its teams create almost 11 million social media engagements per season. A total of 12 million Canadians consider themselves as fans of the CFL.

While jersey patch sponsorships have become popular as of late, with the National Basketball Association (NBA) entering its first season of jersey sponsorships, the CFL was one of the first North American sports leagues to offer this type of corporate sponsorship integration. RONA was one of the first brands to don the League-wide regular season patch in 2005 and the partnership lasted for nearly a decade. Canadian Pacific (CP) has owned the patch position on CFL player jerseys for the last three seasons.

The CFL’s bid process officially opens today. Interested partners should visit this page for more information.


Lucas Barrett

Coordinator, Communications, Canadian Football League

Tyler Mazereeuw

Vice President, Corporate Partnerships, Canadian Football League

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