The CFL and Sony of Canada Shift into "High" Gear
August 25, 2005 - Canadian Football League (CFL) News Release
Toronto, Canada (August 25, 2005) - The Canadian Football League (CFL) and Sony of Canada Ltd., Canada's leading electronic and computer products solutions provider, announced today plans for the second year of their national partnership. The integrated program includes extensive stadium visibility for Sony and a broad retail and advertising program utilizing League trademarks, properties and personalities. Importantly, the Sony and CFL partnership also takes full advantage of Sony's leadership in technology integrated the company into not only an extensive online presence at www.cfl.ca, but as well in the staging of CFL broadcasts on TSN.
With the rapid evolution of Canadian television from standard definition to High-Definition programming, more than 80 percent of Sony's market share-leading TVs sold in Canada today are either HD or HD-ready. These trends, combined with an increasing demand by Canadian sports viewers for HD technology and content, positions the CFL, Sony and broadcast partner TSN with the opportunity to provide the ultimate in Canadian football action. Presented by Sony, TSN is broadcasting a total of 22 CFL games in HD this season, including one Wendy's Friday Night Football game weekly.
"The League has made significant strides over the past two years in reaching fans through new mediums and in using new technologies to showcase our Canadian game. Our partnership with Sony is a critical element in that plan," said Brent Scrimshaw, Senior Vice-President of Marketing & Partnerships, CFL. "In partnership with leaders such as Sony, we are better able to respond to our fans demands, offering them the very best of what Canadian football has to offer, be it in the stadiums, on our broadcasts or through engaging online features.
With designation as the Official Consumer Electronics partner of the CFL and title sponsorship of the CFL Fan Gallery on www.cfl.ca., Sony maintains category exclusivity across a range of consumer electronics segments, including televisions, digital cameras, camcorders, portable audio players, home audio products and car audio products.
"Our partnership with the Canadian Football League has allowed us to showcase our industry-leading HD TVs, digital cameras and camcorders to CFL football fans, who are a large and growing, increasingly sponsor loyal and demographically relevant national audience," said Doug Wilson, President & Chief Operating Officer, Sony of Canada Ltd. "Further, our broadcast sponsorship of TSN's Friday Night Football presentations of CFL in High-Definition have enabled us to educate Canadian TV viewers about the benefits of HD and Sony's industry leadership in this future commercial broadcast standard."
In addition to Sony's stadium and retail presence, Sony and the CFL will continue to offer fans a Highlights Gallery and Fan Photo Gallery exclusively 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.
About the Canadian Football League
The Canadian Football League (CFL) operates in nine leading cities across Canada. Building on a strong past toward a stronger future, the CFL celebrates Canada's game with fans across the nation. The 93rd Grey Cup will be played in Vancouver, British Columbia on November 27, 2005. For additional 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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