Building our Future: CFL Announces New Five-Year Reebok Deal
Published on August 26, 2008 under Canadian Football League (CFL) News Release
Vaughan, ON - (August 26, 2008) - A new five-year deal between the Canadian Football League and Reebok Canada deepens the bond between "our league" and a global leader in the sports equipment and apparel industry, CFL Commissioner Mark Cohon announced today.
"We're thrilled to extend and enhance our partnership with Reebok, one of our most important and visible partners," Cohon told a media conference.
"Aligning ourselves with a partner that excels on the field, in the marketplace, and around the world speaks volumes about the strength of our brand and Reebok's commitment to our country and our league."
While exact dollar figures were not disclosed, both sides confirmed Reebok is making an annual seven-figure commitment to the CFL in an agreement that makes it the exclusive supplier of uniforms and sideline apparel for the league.
"The CFL agreement is extremely important to Reebok because of the profile of the CFL in Canada," said Craig Ryan, Reebok's Vice-President/General Manager Sport Licensed Division Canada. "The CFL helps us strengthen our position as the key brand of professional sports leagues in North America. It enhances the image of the Reebok brand and reinforces the performance credentials of our products."
Reebok also gains further integration of its brand into CFL properties, access to more aspects of the CFL game, and an opportunity to create shared programs that grow both brands in Canada.
The partnership agreement includes:
An expanded presence for CFL Reebok merchandise in retail stores, increasing its availability to fans. Increased royalty revenue for the CFL. Annual marketing initiatives featuring licensed merchandise including uniforms. Enhanced supply of product to member clubs.
The announcement was made here at Reebok's flagship store at the Vaughan Mills Shopping Centre, north of Toronto.
It comes on the same day the CFL celebrates its legacy by launching its Retro Week Initiative, a series of games featuring classic uniforms and heralding great moments from the league's storied history.
It starts with the Toronto Argonauts and Winnipeg Blue Bombers paying tribute to the 1950's at their game at Rogers Centre on September 12, with other teams and eras to be showcased over the next five years, with throwback uniforms provided by Reebok, and sideline apparel designed by Roger Edwards.
"This agreement with Reebok represents a core building block of our business. It's a strong fit for the CFL brand, with a company known for innovative design, superb quality and tremendous integrity," said Cohon.
"The winners in this deal are our fans, our clubs and the thousands of Canadians who care deeply about the future of our league."
Canadian Football League Stories from August 26, 2008
- Blue Bombers Transactions - Winnipeg Blue Bombers
- CFL Players of the Week - CFL
- Stampeders in the Community - Calgary Stampeders
- Esks' Romero and Harris earn CFL Player of Week honours - Edmonton Elks
- Labinjo and DeAngelis honoured - Calgary Stampeders
- Building our Future: CFL Announces New Five-Year Reebok Deal - CFL
- Celebrating Our Legacy: the CFL & Argos go "Retro" - Toronto Argonauts
- Celebrating our Legacy: the CFL Goes "Retro" - CFL
- Blue Bombers 'throw back' to retro jerseys for two autumn games against Argos - Winnipeg Blue Bombers
- The Alouettes Welcome Anik Jean - Montreal Alouettes
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