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Shaw signs sponsorship deal with CFL
Shaw Communications has signed a multi-year sponsorship agreement with the Canadian Football League. The agreement makes Shaw the official telecommunications sponsor of the league, as well as the presenting sponsor of the Grey Cup championship game. This is the first time the Grey Cup has had a presenting sponsor. Shaw will also be the title partner of the weekly Shaw Player Awards. In Spetember, Shaw will collaborate with the CFL and TSN to produce a series called Shaw Road to the Grey Cup that will run during CFL game broadcasts and online.
"The CFL is Canada's premier sporting event, reaching millions from coast-to-coast every week, and this partnership will provide Shaw with a historic national platform that allows us to connect with our customers and CFL fans in a meaningful way," said Brad Shaw, CEO of Shaw Communications. "We are proud to support such a profoundly Canadian institution as the CFL and are privileged to be the first ever presenting sponsor in the Grey Cup's storied history."