Part of the press release from the CFL:
26 CFL games including the playoffs and Grey Cup will be broadcast across North America on SIRIUS Satellite Radio’s Hardcore Sports Radio // ch. 186 and Sports Action // ch. 123
Interestingly, on the same day as this was released, 2 Tiger Cat Dance Team members appeared on Sirius's most famous radio show and caused quite a stir.
Now, that my friends, is marketing! Always precede a big announcement with a bigger media stunt to get attention directed at said announcemet.
Kudos to the CFL and Bob Young.