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The August partnership will engage CFL audiences through in-game signage at select games, custom-sponsored social posts, and content on the official CFL podcast, The Waggle. Combining these two brands is logical, as the CFL season coincides with National Lazy Day, and both aim to connect with those who work and play hard.
(@cfl)Madeline Jursek, Integrated Media Strategy Manager at La-Z-Boy says, “We’re excited to kick off this partnership with the CFL and make an impactful connection with football fans across Canada! Canada has historically been a strong market for La-Z-Boy, and our goal with this partnership is to grow excitement and awareness of La-Z-Boy and the Long Live The Lazy ethos. We felt that a partnership with the CFL, around the time of National Lazy Day on August 10th, was the perfect fit for our brand. This National Lazy Day, we’re encouraging all Canadian football fans to take some well-earned lazy time in their comfy La-Z-Boy furniture. Recline back, cheer for your favorite team, and stay comfy!”
M&K Media handled the media planning, buying and negotiation of the sponsorship with the CFL. Rubin Postaer and Associates was responsible for creative strategy.
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