Online car shopping platform Canada Drives has signed on with the Canadian Football League as the its official used car retailer and auto finance partner.

Though the pandemic-delayed CFL season began in August, the Grey Cup playoffs begin this weekend, which is when Canada Drives’ sponsorship is set to pick up. As part of the multi-year partnership, the Vancouver-based company will deliver the league’s iconic Grey Cup trophy to events throughout host city Hamilton during Grey Cup Week in the lead-up to the championship game on Dec. 12.

Cody Green, founder and co-CEO of Canada Drives, says the partnership is a good fit and the perfect opportunity for the homegrown Canadian company and the Canadian league to come together and serve fans and future customers in a spirited collaboration.

It is a particularly timely opportunity for used car sales given the supply chain delays that are resulting in a shortage of microchips and fewer new cars available to buy. This delay is expected to last well into 2022.

In addition to strategic activations throughout the playoffs and Grey Cup Week, Canada Drives will have the postseason jersey patch.

At each playoff game and at the Grey Cup, Canada Drives is also giving away a pair of tickets for the 2022 CFL season.

Last year’s Grey Cup was cancelled due to the COVID-19 pandemic, but the 107th Grey Cup in 2019 drew 3.9 million viewers between TSN and RDS – up 19% from the year prior – with over 35,000 fans in attendance in Calgary.