Earlier this week, Sun Life Financial has announced a sponsorship agreement with the Canadian Football League (CFL) that will give the company a prominent on-field presence during the league’s playoffs and Grey Cup championship game. Under the terms of the deal, Sun Life’s logo will appear on all player jerseys from the beginning of the CFL playoffs through the Grey Cup game, which takes place November 27 in Vancouver. The logo will also be featured on in-stadium sideline signage during that time as well.
Mary De Paoli, senior vice-president and chief marketing officer for Sun Life Financial, said the sponsorship allows her company to reach out to a broad audience. “The Grey Cup is one of the most-watched programs in Canada every year and we saw it as important to incorporate our brand right into the programming for both the playoffs and the Grey Cup itself,” said De Paoli. “We see this as a way to connect our brand and our advisors and our customers to communities across Canada.”
De Paoli said the sponsorship deal also includes hosting rights at the playoff and Grey Cup games, as well as appearances by the Grey Cup trophy at Sun Life offices and charitable events. “The other reason [the sponsorship] was important to us is that it allows us to involve our employees and our advisors in some of the activities,” said De Paoli. “We’re using this as a way to engage our employees and bring some spirit to those offices.”