CFL and Reebok Announce New Deal

The Canadian Football League and Reebok Canada announced a new five-year deal on Tuesday.

"We're thrilled to extend and enhance our partnership with Reebok, one of our most important and visible partners," CFL Commissioner Mark Cohon said at a news conference at Reebok's flagship store at the Vaughan Mills Shopping Centre, north of Toronto.

"Aligning ourselves with a partner that excels on the field, in the marketplace, and around the world speaks volumes about the strength of our brand and Reebok's commitment to our country and our league."

The money involved in the deal was not disclosed, but both sides confirmed it was seven-figures annually, and that Reebok would be the exclusive supplier of uniforms and sideline apparel for the league.

"The CFL agreement is extremely important to Reebok because of the profile of the CFL in Canada," said Craig Ryan, Reebok's Vice-President/General Manager Sport Licensed Division Canada. "The CFL helps us strengthen our position as the key brand of professional sports leagues in North America. It enhances the image of the Reebok brand and reinforces the performance credentials of our products."

The partnership agreement also includes: An expanded presence for CFL Reebok merchandise in retail stores, increasing its availability to fans; increased royalty revenue for the CFL; annual marketing initiatives featuring licensed merchandise including uniforms; and enhanced supply of product to member clubs.

The announcement came the same day the CFL launched its Retro Week Initiative, which will feature classic uniforms and other tributes to the league's long and rich history.

Retro Week starts with the Toronto Argonauts and Winnipeg Blue Bombers paying tribute to the 1950's during their game on September 12. Othrt teams and eras will be showcased over the next five years, with throwback uniforms provided by Reebok, and sideline apparel designed by Roger Edwards.

"This agreement with Reebok represents a core building block of our business. It's a strong fit for the CFL brand, with a company known for innovative design, superb quality and tremendous integrity," said Cohon.

"The winners in this deal are our fans, our clubs and the thousands of Canadians who care deeply about the future of our league."

Source: TSN