The Canadian Football League 2000 Building for the Future
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- Alvin Townsend
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2 The Canadian Football League 2000 Building for the Future The Canadian Football League has a long and storied history in the North American sports scene. In fact, the first Canadian football championship was contested over 90 years ago when Governor General Albert Henry George, the fourth Earl of Grey, first awarded the Grey Cup to the University of Toronto at Rosedale Field in front of 3,807 fans. In 1999, over 45,000 fans attended the 87th Grey Cup Championship game in Vancouver while television coverage on CBC reached over 7 million viewers across Canada. The Grey Cup game on CBC has consistently drawn the largest Canadian television audience of the year for the past several years along with a growing audience on French-language station RDS. In addition, the 1999 CFL Playoff games in Hamilton, Calgary, Montreal and Vancouver attracted close to 100,000 fans and had a combined television reach of over 8 million viewers. The Playoff games including the Grey Cup game, along with 1999 regular season attendance of over 1,700,000 fans and over 50 televised games on CBC, TSN & RDS, help to make the CFL one of the most cost effective promotional sports properties in Canada.
3 Crunching the numbers 1999 TELEVISION REPORT 1999 ATTENDANCE REPORT
4 33 game regular season schedule Average 2+ audience of 231, % increase over 1998 and an almost 50% increase over 1997 Increase in 2-18 audience increased by over 170% since 1997 Second successful season of weekly adidas Friday Night Football program Source: TSN Research Neilsen Media 15 regular season games, 4 playoff games and the Grey Cup game (French broadcast only) Average 2+ audience of 67, % increase over 1998 Increased interest in Quebec with success of the Montreal Alouettes and discussion of possible Quebec City expansion team Source: RDS Research Neilsen Media 13 regular season games, 4 playoff games and the Grey Cup game (English broadcast only) Average 2+ audience of 347,000 during regular season Playoff 2+ audience average of 858,000 and a total reach of over 8 million viewers Average 2+ audience of million for 1999 Grey Cup game and share of 27% Source: CBC Research (Neilsen) January, 2000
5 1,718,405 pass through the gates in 1999 CFL overall CFL attendance up by 5.6% over 1998 increase in league-wide attendance by over 12% since 1997 Montreal increase in attendance by 19.6% over 1998 sold out eight of nine regular season home games Toronto increase in attendance by 16.6% over 1998 averaged over 22,000 fans per game Hamilton average attendance of over 22,000 was a 3.2% increase over 1998 defending Grey Cup champs are sure to draw some big crowds in 2000 Winnipeg the Blue Bombers struggled on the field in 1999 and were one of only two teams who failed to show an increase in 1999 a strong finish to the 1999 season and an exciting ticket drive in 2000 are sure to produce larger crowds this season Saskatchewan the Roughriders averaged just under 20,000 fans per game in 1999 a number of off-season changes are sure to push this average over 20,000 this season Calgary the 1998 defending Grey Cup champs drew an amazing 285,353 fans in 1999 the Stampeders average attendance of 31,706 was an increase of 5.5% over 1998 Edmonton average attendance of 34,241 a 3.4% increase over 1998 season high single game attendance of 52,458 for week #10 game against Calgary B.C. 37.8% increase in total attendance over 1998 total season attendance of 201,854
6 CFL Viewers Primary audience is male aged Secondary audience is adult aged 35-54, 55+ University educated Above average household incomes Owners, managers, professionals (OMP s) Here s to our fans! ** Source: Neilsen Media Research, TSN-24-hr audience profile, Non-French, 12/29/97 12/27/98 In-Stadium Audience 75% male 50% between years of age 62% are married Average household income of $73,000 45% have attended university 51% are Owners/Managers/Professionals (OMPs) 70% own a home/townhouse/duplex/semi 86% have at least one home computer 82% are likely/very likely to take part in a promotion linked to the CFL or the Grey Cup game 75% try to support companies who sponsor the CFL 80% would purchase the product or service of CFL or Grey Cup sponsor over that of a non-sponsor 97% agree/strongly agree that they feel positively about companies that sponsor CFL football ** Source: I-COUNT Response Data Summary Report, 1999 Grey Cup game, 11/28/99.
7 These corporate partners are helping us Build for the Future!
8 Need exposure? We deliver The CFL offers our partners in-game exposure opportunities that are both unique and effective. We delivered over $11,000,000 in television exposure value to our corporate partners in Following is a look at the exposure value some of our sponsors received at the 1999 Playoffs and Grey Cup game.** Dodge - $ 2,346,675 Molson - $ 1,773,860 Pennzoil - $ 1,199,165 Canada $ 1,304,810 Tim Hortons - $ 1,041,510 Cantel AT&T - $ 646,290 adidas - $ 420,215 ** Source: National Television Exposure Source Analysis, 1999.
9 and deliver The official website of the CFL! The #1 source for CFL stats and breaking news Over 165,000 page views a week during the season Over 250,000 page views during Grey Cup week alone Unique sponsorship opportunities that can drive traffic to your own corporate website NFL/CFL Alliance Flag Football Canada Practice with the Pros High School Coach Recognition Program Strategic marketing alliance
10 and deliver! We offer our corporate partners the opportunity to customize their sponsorship package to meet their needs and budget! The following are all available to further enhance and promote your partnership with the CFL. Exclusive rights Promotional trips to the Grey Cup game In-stadium promotions at the Playoffs and Grey Cup game Print advertisements in the official Playoff and Grey Cup Souvenir Magazines Playoff and Grey Cup ticket packages Exclusive VIP hospitality during Grey Cup week in Calgary Discounts on CFL & Grey Cup merchandise Special co-branding opportunities
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