The celebration of the 100th Grey Cup starts in Toronto, and as the players take the field around 6:30 Sunday night to battle for Grey Cup supremacy, you can bet that sponsors and local businesses will be battling as well. As fans are glued to the action on the field, major corporations and businesses are going to be keeping an eye on their wallets and the impact they are making with fans.
The battle began a little earlier for corporations and local businesses this year, as sponsors of the Grey Cup Festival tried to find ways to stand out from the ordinary. From a 40-metre high Toronto Sun zip-line, Nissan Family Fun Zone, the Telus Street/Tailgate Festival, MBNA Adrenaline Zone, to the Scotiabank 100th Grey Cup Gala - which featured the biggest names in the CFL; there is a little something for everyone. Local businesses geared up as well, offering giveaways of CFL merchandise and tickets, drink and food specials, local advertising on the radio and newspapers in an attempt to attract CFL fans. Even musicians are aware of how big the 100th Grey Cup is to Canadians, with some of the biggest names in Canadian music performing during the halftime show, such as Justin Bieber, Gordon Lightfoot, Carley Rae Jepsen, and Sam Roberts.
Corporate Canada sees the importance that the CFL has on Canadians and our history. Canadians are loyal to their teams, like they are loyal to their brands. The game has been sold out for weeks and downtown Toronto is an event marketer’s dream waiting to happen. Sponsors have a chance to be part of the history that is the 100th Grey Cup and be part of history with consumers by their side. While we all await the results, we can be sure that Canadians will be impacted by what they see in this historic night. Go Argos GO.