belairdirect becomes the official car and home insurance partner of the CFL

TORONTO, ON, July 13, 2017 – The exciting 2017 Canadian Football League (CFL) season continues with today’s belairdirect partnership announcement. Fans can expect more to come as the program, which makes belairdirect the official car and home insurance partner of the CFL, grows over the coming months.

belairdirect has supported individual CFL teams for many years, which makes this commitment a natural progression as the relationship evolves to a national, multi-year partnership with the Canadian Football League itself – providing an opportunity to celebrate the game and our country.

“As a Canadian company with roots that go back over 60 years, we’re very proud to partner with another strong Canadian organization and together instill a sense of Canadian pride,” said Richard Taschereau, Deputy Senior Vice President, Marketing, Communications and Business Development, belairdirect. “We’ve been a fan of the game for years, but this partnership will allow us to demonstrate just how much. The CFL is the perfect partner and vehicle to connect with their incredible fans, and share our love of the game.”

Entering this sponsorship with such a beloved and well-regarded organization aligns with belairdirect’s promise of a simplified insurance experience. Similar to the protection players offer on the football field, belairdirect will continue to evolve to best meet and protect customers’ changing insurance needs.

“The CFL and belairdirect are both committed to community involvement, excellence, and being there for our fans and customers,” said Tyler Mazereeuw, Vice President, Corporate Partnerships, CFL. “Those shared values make this a natural partnership that we’re incredibly excited to grow together.”


About belairdirect

Founded in Quebec in 1955, belairdirect provides car and home insurance products directly to consumers. It currently employs more than 1,600 people. The company offers a simple but complete solution, allowing customers to communicate with an agent by phone, online or in person through its network of branches. belairdirect was the first property and casualty insurer in North America to sell car insurance products online (, attesting to the company's innovative character. belairdirect is a subsidiary of Intact Financial Corporation, the largest provider of property and casualty insurance in Canada (TSX : IFC - For more information, please visit or follow belairdirect on Facebook, Instagram and Twitter.


Jennifer Beck

External Communications, belairdirect

Paulo Senra

Director, Communications, Canadian Football League

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