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Canadian Football League

(CFL)

Reis Cleary & Michael Gravely

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Background

  • Founded in 1958
  • Merger between the Interprovincial Rugby Football Union and the Western Interprovincial Football Union
  • 9 teams and 21 week season from June-November
  • Commissioner Randy Ambrosie

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SWOT

  • Three internal strengths of this organization are ticket prices, being the highest level of football in Canada, and the location of the league.
    • Average Ticket prices for the CFL is $36
    • The fans that follow the league have always been loyal and it is easier for them to keep up with the games because they are all in Canada
  • Three internal weaknesses are, the number of teams in the league, player salaries, and going against the NFL
    • CFL consists of 9 total teams as compared to the NFL there is 32. With it being a smaller number of teams, it could be harder to keep fans involved over the course of the year
    • With the CFL having a lesser salary cap compared to the NFL, they might not have as much talent because they can’t pay the guys who deserve more than what they are making.

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SWOT Continued

  • Three external opportunities are Economic climate, talent on the field, and demographics
    • Economy has been growing steadily, which means people have money to spend on leisure activities
    • Good players gives the CFL the opportunity to promote them and potentially get more fans
    • Our fans are loyal which grows the teams fanbase

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  • Three external threats are events in the area, social trends, and weather
    • Other sports or concerts that night
    • With the rise of injuries and violence in football parents might not want to introduce their kids to football
    • People might not want to attend games if the weather is bad during that game

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Target Markets

  1. Canadians in more rural places
  2. Introduces a new audience to our league and get them to attend our games
  3. Gives them the opportunity to become more involved in our diverse community

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  • Lower income neighborhoods
  • New market
  • Allows them to attend a professional sporting event for significantly less money than our competition

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Customer Analysis

  • Average of 20,000 fans per game
  • Most fans consist of families and middle aged individuals ranging from late 20s to early 40s

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What the CFL is doing wrong

Marketing and brand awareness

The CFL does a bad job at marketing themselves and has a poor brand awareness

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Promotion

  • Created a t-shirt that we will give away at each opening day game for the first 10,000 fans
  • Will promote the giveaway on social media and on our website
  • We will use our sponsor New Era to help cut the costs

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