Thursday, September 10, 2015

Bringing CFL Fans Closer to the Game

Shaw Communications Inc. today announced several exciting ways for fans of the Canadian Football League (CFL) to get an insiders' experience throughout the second half of the season, known as the Shaw Road to the Grey Cup.

Launching today, CFL fans will have unparalleled access to immersive league and player content. This includes the launch of Team Shaw - a weekly player spotlight series - the digital hub, an integrated social media and broadcast campaign.

"CFL fans are passionate about their favourite players and teams and we can't wait to provide them the ability to connect with the league in new and innovative ways," said Jim Little, Senior Vice President and Chief Marketing Officer, Shaw Communications. "Like millions of Canadians, we grew up watching the CFL. As we head into the second half of the season, the Shaw Road to the Grey Cup will be filled with exciting matchups and classic Canadian football, and we are thrilled to be part of it all."

"Fans are always looking for ways to get closer to the teams and players they follow, and we're thrilled to work with Shaw to give them unparalleled access," said Jeffrey L. Orridge, CFL Commissioner. "These special programs and features will help share the behind-the-scenes player and team moments with all of us as we enter the most intense, exciting and memorable part of the season as we embark on the road to the Grey Cup."

Beginning this weekend, Shaw Road to the Grey Cup will also be featured prominently throughout CFL on TSN/RDS broadcasts. The new programs are part of a comprehensive partnership agreement announced in May, 2015 that named Shaw the official telecommunications provider of the CFL and the first ever presenting partner of the Grey Cup.

Summaries of the programs announced today are:
Team Shaw
The Team Shaw weekly player spotlight program will give fans more access than ever to their favourite CFL stars. Beginning September 10, a new player from each CFL team will be added to Team Shaw each week. These new team members will be the subject of exclusive content, behind-the-scenes features, and have the opportunity to interact directly with fans through integrated content on Shaw digital and social channels.
To kick this program off Shaw is pleased to announce the first member of Team Shaw is Calgary Stampeders' quarterback and reigning Grey Cup MVP, Bo Levi Mitchell.
Launching today, is a new, dynamic, digital hub that will serve as a central point for content around the Shaw Road to the Grey Cup. The hub is designed to be the fans' premier online destination for exclusive content from their favourite CFL players and provide them the opportunity to contribute and share their own content. The site will be updated throughout the season with fresh content and engaging, interactive elements to help fans truly feel part of the game.

To promote all of these exciting programs and further engage fans, Shaw is launching a new integrated marketing, social and public relations campaign running through to the end of the season. These include bi-weekly themed photo contests, the opportunity for Canadians to directly engage with their favourite bloggers and influencers, and the ability to vote on the outcome of each CFL game via hashtag #RoadtotheGreyCup. This also includes the creation of a virtual venue that will utilize augmented reality technology to give fans an inside look at this year's Grey Cup locker room, tunnels, and field.

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