CFL unveils new branding for league

Commissioner Jeffrey Orridge continues to put his stamp on the CFL.

Orridge unveiled a new logo, slogan and marketing campaign for the league Friday at his first Grey Cup state-of-theleague address. The new logo consists of the block letters “CFL’’ over a small maple leaf on a silver, football-shaped background with its new slogan, “What we’re made of.’’

Orridge’s presentation also included a 90-second video that will run during the television broadcast of Sunday’s game between the Ottawa Redblacks and the Edmonton Eskimos at Investors Group Field. The move is aimed at attracting a younger demographic.

“Our great fans will be the first to tell you: we need more fans and in particular, we need to attract the next generation of fans so this league is strong for years to come,’’ Orridge told reporters. “The time has come to update and transform how we present ourselves.

“We’re not asking our new fans or casual fans to join our already avid fans in the stands just because somehow it’s their duty as Canadians. We’re inviting them to join us because the product and the experience are fun, exciting, accessible and authentic. We are showcasing who and what we are today and we’re looking to build for the future.’’

Since being hired in March, Orridge has said attracting younger fans is a top priority. In May, the CFL partnered with Whistle Sports, a multichannel digital network with millions of subscribers on various platforms including YouTube and Facebook.

These days, the CFL is on solid economic footing, thanks in large part to a lucrative, long-term TV deal with TSN. But attracting the next generation of fans remains very important. Orridge said league attendance remained stagnant this year with reports TV ratings dipped 15 per cent.