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Eluxe touches down with Grey Cup deal

Global online retailer Eluxe has entered into a partnership with the Canadian Football League ahead of the American football competition’s Grey Cup showpiece game.

Eluxe will run a promotional campaign targeted towards the CFL’s female audience, complete with an extended social media push through the #MyGreyCup hashtag.

Kate McKenna, a CFL television presenter for the TSN network, has been named as one of the programme ambassadors for #MyGreyCup, while Eluxe’s associated collection will feature t-shirts, sweatshirts, ponchos and silver jewellery.

“Today's CFL is all about being modern and finding new and innovative ways to connect with fans,” Sara Moore, vice-president of Mmarketing for the CFL, said. “We have millions of female fans, and partnering with Eluxe allows us to provide them with exciting new products while also reaching potential new customers.”

The 2014 Grey Cup will be played in Vancouver on November 30.