Just in time for National Lazy Day on August 10, La-Z-Boy is partnering with the Canadian Football League (CFL) in support of the furniture company’s “Long Live the Lazy” initiative, launched last August.

This is the first time that La-Z-Boy has partnered with a sports league in Canada. The deal will include multiple touchpoints reaching CFL audiences, including in-game signage, custom concept-sponsored social posts, and content featured in CFL’s official podcast, The Waggle.

“Canada has historically been a strong market for La-Z-Boy, and our goal with this partnership is to grow excitement and awareness of La-Z-Boy and the ‘Long Live the Lazy ethos,'” explains Madeline Jursek, integrated media strategy manager at La-Z-Boy. “This National Lazy Day, we’re encouraging all Canadian football fans to take some well-earned lazy time in their La-Z-Boy furniture.”

M&K Media handled the media planning, buying and negotiation of the sponsorship with the CFL. Rubin Postaer and Associates was responsible for creative strategy.

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