TORONTO — The Grey Cup is still over seven months away but the CFL has lined up its title sponsor for the championship game's halftime show.
The CFL announced Thursday a partnership with Bud Light Canada. Not only is Bud Light now the league’s official beer, but the brand will also present the halftime show at the Grey Cup game, set for Nov. 16 at Winnipeg’s Princess Auto Stadium.
"Bud is such a strong partner when it comes to sports marketing," said new CFL commissioner Stewart Johnston. "They're a critically important brand in all of Canada and have an amazing tie to football and music.
"You heard me talk a lot last week about entertainment. We have a partnership here that delivers a fantastic brand with the most entertaining part of the entire year for many."
Details on who will perform at halftime in Winnipeg will be announced later. But Johnston said the halftime show remains a key part of the league’s championship game.
"It starts with it being the most watched musical performance in Canada every year," Johnston said. "It's a big show in a massive broadcast that needs to fit with how significant the Grey Cup is in all of Canada.
"We know music and sport are linked incredibly closely. So it delivers us an entertainment opportunity not only for fans that love the league but also to maybe reach fans who don't know the league or haven't sampled us as much."
CFL training camps are slated to open May 11, with the regular season kicking off June 5 with the Ottawa Redblacks visiting the Saskatchewan Roughriders.
This report by The Canadian Press was first published May 1, 2025.
The Canadian Press
