Securian signs multi-year sponsorship with the CFL

In addition to on-field visibility, the recently relaunched insurance provider will be a presenting sponsor of one of the league's key DEI programs.
By Patti Summerfield
February 8, 2023

Insurance provider Securian Canada has signed a multi-year partnership to become the official life insurance partner of the CFL.

Securian will become a visible brand partner throughout the 2023 regular season – set to begin in June – in select broadcasts with sideline LED signage and on-field virtual branding. This includes playoff games and the Grey Cup. Securian Canada and the CFL will also engage and interact with fans through unique integrated content, contests, and giveaways.

In addition, the CFL and Securian are launching the CFL’s Diversity in Football program presented by Securian Canada. According to CEO Nigel Branker, Securian and the the league have a shared commitment to creating a workplace culture that promotes inclusivity, diversity, equity, and accessibility. Both will be sharing content throughout the football season about the program and its participants through their various owned platforms.

The program is meant to open the door for Canadians of all backgrounds to join the football operations or business administration departments of each of the league’s nine member clubs during training camp. The development program will make use of CFL teams’ training camps to provide an opportunity for successful candidates to experience coaching, or the football and business operations sides of the league.

Last week, Canadian Premier Life Insurance Company and Canadian Premier General Insurance Company announced its rebrand to Securian Canada, adopting the name of its U.S. parent company following its completed acquisition of Sun Life’s Sponsored Markets business, which doubled its position in the Canadian market.

This new strategic alignment with the highly visible CFL helps to launch the Securian Canada brand in the marketplace. Branker pushed the partnership forward to foster a shared goal for both organizations: promoting diversity, equity and inclusion in the workplace.

Financial terms and the exact length of the partnership were not disclosed. Securian Canada enlisted Chicago-based media agency KSM for the sponsorship negotiation process.