Embark, an education savings company, has signed a sponsorship deal with the CFL, becoming the league’s official educational savings and planning partner.

During the current football season, Embark will be featured prominently on CFL sidelines and on broadcasts, as well as digital and social media activations. According to the league, next season will have more hands-on activations, including educational events, fan experiences, social engagement, community activations, brand ambassadors and more.

Krista Vriend, vice president of marketing and communications, Embark, describes the partnership as a way to reinforce Embark’s position in the Canadian financial landscape, while raising awareness of the value of post-secondary planning.

“To us, the biggest connection point is rooted in [Embark and the CFL’s] shared focus of Canadian families and affordability – not just in Canada’s two largest markets, but in communities across the country,” Vriend tells MiC.  “A family of four can see a CFL game for less than $100, which really spoke to us. Every day, we try to find the best and easiest ways for families to balance their long-term savings goals with their current wants and needs, which we know can be challenging in this economic climate.”

Tyler Keenan, the CFL’s chief revenue officer added, “One of the most important pillars uplifting our communities is education… Our partnership with Embark allows us to share their tremendous efforts to help our country’s young people achieve educational success on a national scale.”

This deal comes on the heals of Toronto Metropolitan University signing a similar partnership with BMO. Both partnerships are aimed at helping university students prepare financially for their education and beyond.