Canadian Football League (CFL)


May 27th, 2008
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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.


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.


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.


The Hamilton Tiger Cats ticket revenues and attendance experienced more than double digit growth, while the Toronto Argonauts reduced the rate of revenue decline, and in recent years have even seen success on the field as they have been atop their division in 2013, finished second in 2012, and even went on to win The Grey Cup in 2012.

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