The highest level of competition in Canadian Football. The league has eight teams including the oldest professional sports franchise in North America, the Hamilton Tiger-Cats.

Challenge:

The CFL sought to build a Team Services function and provide business, sales, and marketing Best-Practices to all of its teams, in particular its two most under-performing teams the Hamilton Tiger Cats and Toronto Argonauts.

Solution:

Aspire supported the league in the development, communication, and implementation of a Marketing and Sales strategy and the execution of Team Business Best-Practices. Intensive planning, marketing, sales sessions and workshops were held with the Argos and Ti-Cats to ensure all staff were working from the same “playbook”. One-on-one coaching and implementation support was also provided.

Results:

The Hamilton Tiger Cats ticket revenues and attendance experienced more than double digit growth, while the Toronto Argonauts reduced the rate of revenue decline, despite continued poor on-field performance.