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What’s Going to Happen Next?
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Source: Global News
It’s August 2021. Wow! The CFL last played a game in the year 2019! We’re closing in on the 2-year mark since the league and players last touched the field, due to COVID. With that, a lot has changed for the league since then; needing financial aid from the Canadian Government, looking into a partnership with the XFL, and the uncertainty of if a second season would be canceled.
However, if you’re reading this now, the CFL is officially back! The Ticats and Bombers faced off in the season opener, and our buddy from white whale mktg, Tyler Crapigna, (Kicker for the Bombers) placed a couple of beauties between the uprights. With this game taking place, we can take a deep breath and begin to look at the future of the league.
So let us ask again, what’s next?
Now more than ever the CFL needs to make sure their marketing efforts are hitting their stride, their league depends on it… literally. With that in mind, it made us think of what possibilities are there going forward? Since the last CFL game was played in 2019, what has changed that can be added to their toolbox? For one, social media is vastly different now. Short-form content has hit its stride and it’s the hot commodity, whether it be via TikTok, Instagram Reels, or the new YouTube Shorts. Football is set up perfectly for these platforms. Plays are quick and action-packed, and you can tell a story in a thread of posts to get your message across. Big hit. Fumble. Touchdown. Upset win. Key parts and highlights of the game can effortlessly be shared on these mediums.
Building on that, unlike other sports, particularly in Canada, you won’t get much more personality than you do at a Canadian football game; whether it’s a player, the whole defense, or the watermelon-wearing fans in the stands. There is always some type of personality being shown. This is an area that needs to be pushed more! Think about the number of stories or trends that can be shared/ capitalized on throughout a single Canadian football match. The whole defense doing the latest TikTok dance in the end zone, the weekly boot chug, or the pride that Canadians have watching football in freezing temperatures!
In short, there are lots to share and we’re excited to see what the CFL, their clubs, players, and fans do this season with their newfound tool in short-form content to keep the Canadian experience going for many more years to come.
Published: August 6th, 2021 - Issue 3 of The Sport Marketeer