Canadian Football League

Campaign (2001) to revitalise the Canadian Football League, suffering from a long decline of increasing consumer apathy, and left behind as sports marketing and sponsorship became big business.

Canadian Football League

EXECUTIVE SUMMARY

The Canadian Football League spent much of the last decade with its survival at risk. For ninety years the CFL has been a national institution supported by a fiercely loyal but aging base of fans. The Grey Cup has consistently been one of the greatest rivalries in professional sport and remains unchallenged as Canada's most watched sporting event. But sometime in the late eighties, as sports marketing began to evolve into a serious business, the CFL got sidetracked and failed to keep pace.

It is a testament to the power of consumer loyalty that...

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