Key Points:

• Official Beer Retailer: The Beer Store named CFL’s Official Retailer for Beer Distribution.
• Fan Engagement: Exciting in-store displays and pre-game activations planned for the Grey Cup.
• VIP Experience: A unique contest offers fans a VIP trip and sideline experience at the 110th Grey Cup.

The Canadian Football League (CFL) is excited to welcome The Beer Store as its Official Retailer for Beer Distribution, marking a new era of fan engagement and celebration leading up to the 110th Grey Cup in Hamilton.

Ozzie Ahmed, Vice President Retail for The Beer Store, expressed his enthusiasm for the partnership, emphasizing the special connection with CFL fans and the community spirit it embodies. This collaboration is set to elevate the championship excitement, bringing fans closer to their favorite sport.

As part of this partnership, The Beer Store and the CFL will feature together in multiple in-store displays and regional billboards, heightening the anticipation for Canada’s largest single-day sporting event. On the day of the championship, The Beer Store will enhance the pre-game atmosphere in Hamilton with activation spaces designed to engage and entertain the league’s passionate fanbase.

Adding to the excitement, The Beer Store will host a contest to find the CFL’s biggest fans, offering two lucky guests an exclusive VIP experience in Hamilton. This includes a unique pre-game sideline opportunity, immersing them in the vibrant atmosphere of the Grey Cup.

Tyler Mazereeuw, Chief Commercial Officer of the CFL, shared his excitement about the partnership, highlighting The Beer Store’s role in fostering a sense of community among consumers, brewers, and now CFL fans. The collaboration is seen as a natural fit, uniting fans in their shared passion for football and community spirit.

The 110th Grey Cup is set to be a spectacular event, with a sold-out championship contest featuring a halftime show by Green Day. The game, scheduled for November 19 at Tim Hortons Field, promises to be an unforgettable experience for CFL fans, further enhanced by the new partnership with The Beer Store. The game will be broadcast live across various platforms, ensuring fans everywhere can join in the excitement.