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Canadian Football League continues off-field momentum with new Sony partnership

June 28, 2004 - Canadian Football League (CFL) News Release


Toronto, Canada (June 28, 2004) – The Canadian Football League (CFL) announced today a new partnership agreement with Sony of Canada Ltd., Canada's leading electronic and computer products solutions provider for consumers and business.

With the 2004 season now underway, the CFL maintains a strong commitment to building its off-field activities with leading partners, including Sony. Under the terms of the agreement, Sony gains official designation as the Official Consumer Electronics partner of the CFL and title sponsorship of the CFL Fan Gallery on www.cfl.ca.

The integrated program provides high impact on-field and online exposure to Sony, and allows the CFL to further develop fan-centric initiatives targeted at engaging Canadians all season long. Sony is the first CFL sponsor for the 2004 season to receive the CFL's reengineered post-season brand presence, with more than 80 feet of sideline visibility during the division semi-finals, division championships and Grey Cup games. Additionally, Sony's presence will be extended with significant exposure on a redesigned Highlights Gallery and Fan Photo Gallery to be introduced as the newest feature on www.cfl.ca. The "Sony HANDYCAM CFL Highlights Gallery" and the "Sony CYBERSHOT CFL Fan Photo Gallery" offer fans online access to top CFL video highlights and favourite Canadian football digital photos from across the country.

"With a continued focus on generating additional awareness for the CFL and further engage fans not just across Canada, but at an international level, we see this partnership with Sony as an exciting business milestone," said CFL Commissioner Tom Wright. "We are pleased to have Sony on board this year and look forward to working with our new partner to provide both Sony consumers and CFL fans alike with an innovative and interactive experience combining sport and electronic technology."

Through the partnership, Sony receives category exclusivity across a range of consumer electronics segments, including televisions, digital cameras, camcorders, portable audio players, home audio products, PDAs and and car audio products.

"As Canada's leading consumer electronics products solutions provider, we are very proud to be associated with Canada's game of football, as it is played in the CFL," said Doug Wilson, President & Chief Operating Officer, Sony of Canada Ltd. "The CFL's Grey Cup championship game is the country's most popular and entertaining sporting event and Canada's largest and most beloved television spectacle. The CFL game is made for TV and, we believe, is most enjoyably viewed on a Sony TV."

In partnership, SONY and the CFL will also execute in-store promotions in Montreal, Toronto and Vancouver featuring the Grey Cup trophy. Each appearance will provide fans with an opportunity to have their picture taken with the Grey Cup and the ability to download their photo directly from the web. SONY will use the same technology in each of the 2004 CFL playoff games and the Grey Cup championship in Ottawa where Sony CYBERSHOT intercept teams will roam the stadium concourses capturing the true energy and excitement of CFL fans.

About the Canadian Football League

The Canadian Football League (CFL) operates in nine leading cities across Canada. Connecting the strength and heritage of the past with the momentum of today and the promise of the future, the CFL celebrates Canada's game with fans across the nation. The 92nd Grey Cup will be played in Ottawa, Ontario on November 21, 2004. For more information, visit www.cfl.ca.

About Sony of Canada Ltd.

Established in 1955, Sony of Canada Ltd. is a wholly-owned subsidiary of Sony Corporation of Tokyo, Japan, a world leader in the manufacture and marketing of electronic and computer products for consumer, business, electronics publishing and multimedia applications on a global scale. With headquarters in Toronto, sales offices in Vancouver and Montreal and distribution centres in Coquitlam, British Columbia, and Whitby, Ontario, approximately 1,100 employees support more than 70 Sony stores and a network of more than 3,000 authorized dealers across Canada.

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The opinions expressed in this release are those of the organization issuing it, and do not necessarily reflect the thoughts or opinions of OurSports Central or its staff.


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