Dow AgroSciences has signed on for a "multi-year" sponsorship agreement with the Canadian Football League and plans to involve rural Prairie communities in its cross-promotion.
"We share many of the same customers, a passion for serving them well, and some great ideas for working together to bring them even closer to our league and our game," CFL commissioner Mark Cohon said in a Dow Agro release Thursday.
"We're confident our partnership will be as fun for our fans as it will be productive for our businesses."
Dow AgroSciences said it plans to host "multiple events" in rural communities in Western Canada this summer as part of the agreement, revolving around CFL regular-season games and including elements such as player appearances and pictures with the Grey Cup.
"These two brands are natural partners and we look forward to rolling out the full scope of the partnership in the coming weeks," Dow AgroSciences Canada president Jim Wispinski said in the same release.
Calgary-based Dow Agro Canada has already launched a contest promoting one of its herbicide brands with a draw for a trip to the 99th Grey Cup in late November in Vancouver.
"We're thrilled to help bring the CFL to farmers in Western Canada," Wispinski said. "We know that many of our customers are passionate CFL fans."
Financial terms of the sponsorship deal were not disclosed.