TUMS® Extends Contract with CFL

May 3, 2004 - Canadian Football League (CFL) News Release

Toronto, Ontario – The Canadian Football League announced today that GlaxoSmithKline Consumer Healthcare, and its TUMS® brand, has renewed its partnership with the CFL for an additional year. Under terms of the agreement, TUMS® will maintain is designation as the Official Antacid of the CFL.

Building off its program with the CFL in 2003, TUMS® will continue to invest in brand building programs through CFL broadcasts on TSN and via an integrated national sweepstakes to be executed across national and regional chains with more than 4,000 displays at retail. The program will also include a trade promotion, rewarding retailers who create the most effective in-store CFL displays.

"The tradition of Canadian football and the CFL's progressive brand has become engrained in the hearts and minds of Canadians from coast to coast," said Blake Morris, Vice President of Sales at GlaxoSmithKline Consumer Healthcare. "We see this partnership as an important part of our national strategy with the TUMS® brand, witnessing a direct increase in brand performance over the previous two years with the CFL. We are excited to once again be working with Canada's League as we look to further extend our market reach across the country."

"TUMS is an active and aggressive partner of our League. Their presence at retail meaningfully extends our connection with football fans across the country", said Brent Scrimshaw, Senior Vice President of Marketing & Partnerships, CFL. "With a strong foothold as a leader in the antacid category and a focus on reinforcing the benefits of a healthy lifestyle, we are proud to have TUMS® on board for its third season."

Canadian Football League Stories from May 3, 2004

• Tickets for 2004 Renegades home games on sale now - Ottawa Renegades
• Tiger-Cats add more O-line depth - Hamilton Tiger-Cats
• Davin Bush re-signs with Riders - Saskatchewan Roughriders
• Practice with the pros - Hamilton Tiger-Cats
• Eskimo players bring Stay in School message to Drayton Valley students - Edmonton Elks
• Esks add import offensive lineman - Edmonton Elks
• TUMS® Extends Contract with CFL - CFL

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