The CFL often touts its history. Now it's going to wear it.
The league will follow the lead of other major-league sports on Sept. 12 when the Toronto Argonauts and Winnipeg Blue Bombers sport retro uniforms reflective of the 1950 Grey Cup game, known as the "Mud Bowl" and played at Varsity Stadium in Toronto.
The Argos will also try to adapt the Rogers Centre to a 1950s theme for the game, as much as that is possible in an artificial turf stadium built in the late 1980s. The retro idea also fits nicely into the league's strategy of celebrating its history and promoting its role in Canadian culture.
"Because our new campaign is This is Our League, we're saying the traditions and fabric of this country are worth celebrating," CFL commissioner Mark Cohon said. "This helps with the performance of our brand and exposure."
Argos quarterback Kerry Joseph said he was impressed with the throwback uniforms and the bit of history they signify.
"I really didn't know about the 1950 Mud Bowl until this year," he said. "It's an honour to learn more about the history of the game and be a part of it."
The CFL announced a new, five-year agreement with Reebok worth more than $1-million a season, about double the value of its current agreement. The deal involves marketing initiatives, merchandise both for sale and for the league's teams and the plan to introduce retro uniforms for the league's six other teams in the years ahead.
"It's a significant increase from where they were before," Cohon said.
