CFL trying to attract younger fans with ‘What we’re made of’ branding

By

The CFL wants younger fans and they are making it their top priority.

A new logo, slogan and marketing campaign has been unveiled to make the CFL more inclusive of everyone and aimed at attracting a younger demographic.

“We’re not asking our new fans or casual fans to join our already avid fans in the stands just because somehow it’s their duty as Canadians,” said Commissioner Jeffrey Orridge.

“We’re inviting them to join us because the product and the experience are fun, exciting, accessible and authentic. We are showcasing who and what we are today and we’re looking to build for the future.”

Orridge said league attendance remained stagnant this year, with reports of TV ratings dipping by as much as 15 per cent.

The new logo consists of block letters for “CFL” over a small maple leaf on a silver-shaped background and its new slogan: “What we’re made of.”

“While the league has come a long way … it would be foolish and even irresponsible for us to ignore these rapidly-changing landscapes and challenges,” Orridge said.

A 90-second video has also been released with the new logo and will be played during the Sunday’s Grey Cup between the Ottawa Redblacks and the Edmonton Eskimos.

“We also have a lot of momentum with new stadiums in place and more on the way, some great, new young stars on the field, emerging technologies and the social dynamic that allows us to reach new fans in new ways and we need to capitalize on that,” he said.

And in case you are wondering what exactly the CFL is made of, they explained it on their YouTube page – stating they are made of hustle, ritual, grit, heart, heat, airtime and fury.

Orridge said that the Toronto Argonauts, who played four scheduled home games outside the GTA due to the Pan Am Games and scheduling issues at Rogers Centre, struggled this year.

Next season, the Argos – who finished with a 10-8 record and made the East Division playoffs – will be under new ownership (MLSE chairman Larry Tanenbaum and Bell) and play at a refurbished BMO Field.

“We can’t assume these two things will automatically ensure the Argos, who’ve been strong for years now on the field, will be just as strong in business,” Orridge said.

“However there is tremendous potential for a new era for the Argos, and a new era we plan to mark with a tremendous Grey Cup in 2016 in Toronto.”

Top Stories

Top Stories

Most Watched Today