(Image: CFL.ca)

When the Canadian Football League’s (CFL) 112th Grey Cup takes place this Sunday in Winnipeg, the league says it’s rolling out a series of “first-to-market brand integrations and major partner activations, signalling a new era in how the CFL connects with fans, partners and broadcast audiences.”

Sponsors for the playoffs and final, when the Saskatchewan Roughriders face the Montreal Alouettes, include Coinbase, serving as the CFL’s official referee jersey sponsor and also backing the opening coin toss. The global cryptocurrency exchange platform became the CFL’s first cryptocurrency partner in October 2024.

Other sponsors include Mobil, which becomes the first partner to be featured on the lower back of player jerseys, adding a new layer of visibility on‑field and across broadcast; and WestJet and Telus, showcasing how two major Canadian brands are collaborating under the CFL umbrella: in addition to being CFL sponsors, they’re teaming up to highlight Telus‑powered in‑flight Wi‑Fi on WestJet flights during the game.

Forty Creek Whisky has also joined the game as the CFL’s official whisky partner. The partnership included activations across the playoffs and the Grey Cup, with branded goalpost wraps and a limited‑edition Grey Cup rocks glass available online and at the distillery.

The Bud Light Halftime Show for the final will feature American rapper Machine Gun Kelly as the headliner. Canadian band Our Lady Peace will be present at the SiriusXM Grey Cup Kickoff Show.