- FREE AGENCY
National landmark partnership designates Scotiabank as title sponsor of the CFL's East and West Division Championships
TORONTO – Scotiabank and the Canadian Football League (CFL) announced today a new multi-year partnership which transforms the CFL's division championship games into the Scotiabank East Championship and Scotiabank West Championship.
The two-year, multi-million dollar partnership kicks off in 2005 and represents the first time the CFL has engaged a single entitlement partner for both Division Championship games.
To bring the partnership to life, new co-branded Scotiabank East and West Championship logos have been developed and will be prominently featured in all marketing and communications initiatives surrounding the two marquee CFL events. This also includes positioning on the field of play during the Scotiabank East Championship game and the Scotiabank West Championship game.
As a premiere league partner, the Scotiabank brand will also be featured on-field at the 2005 and 2006 Grey Cup. To maximize the association, Scotiabank has entered into a two-year media agreement with CBC that will see the title sponsor featured during the broadcasts of the Scotiabank East and West Championship games on CBC.
“Today's announcement represents a significant milestone for the CFL in its pursuit to further elevate the stature of our signature division championship games and enhance the Canadian football experience in stadium and in broadcast,&rdquo said CFL Commissioner Tom Wright. “Scotiabank brings to the CFL a tradition of community and a long-standing commitment to serving Canadians. We are excited to be joining forces with Scotiabank and look forward to engaging fans around the world at this year's Scotiabank East and West Championships.&rdquo
“Scotiabank is proud to partner with the CFL. This institution is as distinctly Canadian as the maple leaf and the Mounties,&rdquo said Rick Waugh, President and CEO, Scotiabank. “Our Bank has played an active role in local communities for over 170 years, and this partnership is part of our ongoing commitment to serving Canadians and local communities from coast to coast. We are Canada's most international bank, but wherever else in the world we go, we are proud of our Canadian roots.&rdquo
The announcement was made during a kick-off event at Scotiabank's corporate head offices in Toronto, and featured CFL East and West division players and CFL on CBC anchor, Brian Williams.
About the Canadian Football League
The Canadian Football League (CFL) operates in nine leading cities across Canada. Building on a strong past toward a stronger future, the CFL celebrates Canada's game with fans across the nation. The 93rd Grey Cup game will be played in Vancouver, British Columbia on November 27, 2005. For additional information, visit www.cfl.ca.
Scotiabank is committed to supporting the communities in which we live and work, both in Canada and abroad. Recognized as a leader among Canadian corporations for its charitable donations and philanthropic activities, in 2004 the Bank provided more than $33 million in sponsorships and donations to a variety of projects and initiatives, primarily in the areas of healthcare, education and social services. Scotiabank is on the World Wide Web at www.scotiabank.com.