Esurance is on the hunt for Canadian fans of its online service.

The U.S.-based auto insurance company expanded into Canada, specifically Alberta, in February last year, and has just announced its first branding partnership, tying up with the Canadian Football League’s Calgary Stampeders for a fan-facing contest and some on-site visibility.

As part of the deal the company will present the Ultimate Fan Flyaway Contest, which gives the final winner a chance to join the Stampeders when they hit the road this fall to take on the Hamilton Tiger Cats. And in the hunt for a contest to grow brand recognition, the deal also included on-site promotion of the brand through OOH faces at the stadium. Those signs will be visible for all home games in Calgary.

Saskia Matheson, general manager at Esurance, told MiC that the goal of the contest was part of the company’s strategy to reach a deeply engaged audience. In their hunt for a partner, she said, the company found the fans of the football team to be fully connected with news and performance around their favourite team.

Esurance has a long history of engaging with sports fans in the U.S. but the deal with the CFL marks a first deal of the sort with a sporting team in Canada.

Matheson also said that the goal was to connect with a digitally connected audience, and the company’s research showed that the Stampeders’ fans were not only extremely comfortable in online platforms, they are also active on social. This kind of contesting, she said, also opens the gateway for social conversations and building brand traction through shares and likes.

The contest runs until Sept. 20.

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