Toronto, Ontario - The Canadian Football League (CFL) announced today a new two year national sponsorship agreement with Reckitt Benckiser (Canada) Inc., and its FRANK’S® RedHot® brand, the leading Hot Sauce in Canada.

Designated as the “Official Hot Sauce of the CFL,” FRANK’S® RedHot® and its partnership with the CFL will be promoted across the country during the 2005 regular season in participating restaurants, bars and food merchant areas. As part of this new national partnership, FRANK’S® RedHot® will look to engage consumers and fans alike with various online and promotional contesting initiatives, including an opportunity to win one of ten trips to the 2005 Grey Cup. In BC this November, FRANK’S® RedHot® will also offer fans a chance to spice up their Canadian football championship experience onsite, with an interactive taste-testing tailgate party with the FRANK’S RedHot Mobile BBQ Unit. For more information, games, recipes and contests go to www.franksredhot.ca.

“We are pleased to be partnering with FRANK’S® RedHot®, as a leader and innovator in its market space across Canada and the rest of North America,” said Brent Scrimshaw, Senior Vice President of Marketing & Partnerships, CFL. “With its commitment to building brand strength through customer experience, FRANK’S® RedHot® brings to the partnership a complementary business philosophy which centres on its strong connection with Canadian consumers and its delivery of exciting, quality products.”

“The partnership with the CFL is one of the most exciting activities we will activate in 2005 and 2006,” said Heather Allen, General Manager at Reckitt Benckiser (Canada) Inc. In cooperation with the CFL, we are able to reach our existing customers and to get closer to new consumers. The Tailgate Party atmosphere also provides a fun and interactive environment for CFL and FRANK’S® RedHot® fans to sample our products, adding to the ultimate Canadian sports experience.”

Check out the Canadian Frank’s Red Hot Sauce website, the commercials are pretty ingenious and the screensaver is a nice change of pace.

Tags: Hot Sauce