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CFL gets teeth into Canada Beef deal

The Canadian Football League American football competition has announced a three-year partnership with Canada Beef.

The independent national body representing the marketing and promotion of the Canadian cattle and beef industry worldwide enters into the deal with the CFL in conjunction with five provincial beef producer organisations that will represent Canadian beef farmers and ranchers to fans at matches across the country.

BC Cattlemen's Association, Alberta Beef Producers, Saskatchewan Cattlemen's Association, Manitoba Beef Producers and Beef Farmers of Ontario will all have the opportunity to present a beef farmer or anchor family at a local home game in recognition of their contribution to the province’s beef industry.

The CFL partnership will continue into the playoffs, with Canada Beef able to leverage new opportunities to build brand awareness and loyalty through regional and national initiatives. The financial terms of the agreement were not disclosed.