Grey Cup lines up its sponsors

Brands returning to the action include Nissan, Shaw and more.

TSN has announced the official sponsors of this year’s Grey Cup as both brand and fans gear up for this Sunday’s broadcast.

Shaw will return as presenting sponsor for the event for the third straight year. Shaw signed on as the Grey Cup’s first-ever title sponsor in 2015. It will also sponsor the halftime show, which this year will feature country icon Shania Twain.

Nissan will sponsor the pre-game show, and has served as the sponsor of the Keys to the Game commentary mini-series leading up to the cup. Nissan has been a partner of the CFL for more than 10 years, with the Grey Cup activation being its largest single activation it does throughout the year, according to director of marketing Steve Rhind.

Another auto brand, GMC, will return as the Professional Grade Playbook sponsor, while Sirius XM Canada will sponsor the game’s kick-off show.

The game’s quarters will be sponsored by Nissan, BDC Financial and GMC.

Last year’s Grey Cup broadcast boosted its reach by 3% on linear and 35% online. Its total AMA of 3.65 million was down, however, with 2015′s reaching 3.8 million people. Last Sunday’s divisional finals showed a 19% lift in its AMA, with the biggest increase being among those 18 to 34. The final match will be between the Toronto Argonauts and the Calgary Stampeders.

Coverage for the Grey Cup begins at noon ET on TSN with a Sportscentre panel. That’s followed by the pre-game show at 1 p.m., and the game officially kicks off at 6:30 p.m. French coverage begins at 5 p.m. on RDS.