• HAMILTON, Ont. – Ontario University Athletics (OUA) announced today the creation of a new marketing committee focusing on the sport of football.

This new committee will look at ways to build on an already strong brand, based on fan attendance numbers and viewers on television broadcasts.

"The purpose of this committee is to play to our strengths for the purpose of building towards an even better future," said University of Guelph director of athletics and committee chair Tom Kendall. "By bringing in people from outside OUA who have a strong marketing and football background, we will be able to think outside the box to enhance the quality of our great product."

Members of this committee include CFL senior vice president of marketing and commercial assets Rob Assimakopoulos, CFL director of football operations and development Kevin McDonald and CFLPA vice president of marketing and business development Mike Morreale.

"Football is one sport that has traditionally driven the OUA brand, and is an asset in which the organization can further utilize to grow more sponsorship and revenues," added Kendall. "This A-list of quality individuals along with OUA members will work together towards this goal."

Assimakopoulos is instrumental in shaping CFL brand positioning, leading to the creation and execution of new marketing initiatives within that league. McDonald, a former OUA quarterback with the Wilfrid Laurier Golden Hawks, has led a number of projects aimed at strengthening amateur football across Canada. Morreale is also a former OUA player with the McMaster Marauders as well as a CFL outstanding Canadian, and currently heads Pro Players as the licensing, marketing, sponsorship and media division of the CFPA. He currently does commentary on University Rush telecasts on The Score.

University Rush is a proven example of the strength of the OUA brand. Now in its eighth season broadcasting OUA football across Canada, last Saturday’s telecast between Wilfrid Laurier and Western drew a record audience, averaging 108,000 viewers with a peak of 181,000 at 3 p.m., according to BBM Canada metrics.

This comes on the heels of an increase in overall OUA football attendance in 2008, a 5.7 percent jump from the previous year, with a total of 151,025 people attending games.

– OUA –


Ontario University Athletics (OUA) and its 19 member institutions are developing Champions For Life. Giving 9,000 student-athletes the opportunity to excel academically and on the playing field, while preparing for life after university. For more information, visit OUA.ca.

This is LONG overdue. (like 20 years). About time that somebody takes a more professional approach to marketing CIS football to the masses. It will be interesting to see what they come up with. In some markets (especially the larger ones), you would be hard-pressed to find anyone who even knows if their school has a team let alone knowing a schedule, scores, etc etc.