CFL HIRES FUTUREBRAND CANADA
By Adnews Staff
The Canadian Football League has hired to FutureBrand Canada to develop a long-term branding strategy. The Toronto-based league operates teams in nine cities. FutureBrand Canada, also based in Toronto, is a corporate and consumer branding company. It has already completed the initial research phase of the project, which involved discussions and interviews with fans, sponsors, media advocates and team and league management officials. Those results will be used in the next phase of the branding project, in which FutureBrand will develop positioning and strategies to test. Quantitative research will also be conducted, according to Shanon O'Rourke, client director for FutureBrand. Advertising for the CFL is done by Bensimon Byrne D'Arcy of Toronto.