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As someone who's always tried to keep from attracting attention, Jake Ireland has had a lot of it over the past 29 years.

He's got it from coaches, players and millions of CFL fans across the country who identify him as the league's most recognizable game official, a face they could — and do — pick out in a crowd almost anywhere.

And as he approaches what will be his final CFL game as the head referee in Sunday's Grey Cup, he's getting some pregame attention as well.

"I started thinking about it being my last game about a week ago," Ireland said. "But since then I've been thinking about it as my next game. I want my attitude to be it's just a game and it's the next one. I'll think about it being my last one after it's over."

It's hard to fathom all the things Ireland has seen since he first worked a game on June 12, 1979, at Montreal's Olympic Stadium, the site of Sunday's game.

During that time the Alouettes have gone and then come back to the CFL, the league expanded south of the border and then retrenched, and a generation of players who've rewritten the CFL record book have come and gone. And for most of his career, the notion of looking into an instant replay booth to review an on-field call seemed like fantasy.

"For me the game is basically still the same," said Ireland, who turns 62 shortly after the Grey Cup. "The faces have changed. And if not my face, then my hair."

Ah yes, that face, which for so many years has looked straight into a television camera to deliver either good or bad news to football fans, depending on which team they might be cheering for.

Which is why, along with such long-time coaches as Wally Buono or Don Matthews, Ireland ranks among the most recognizable faces associated with Canadian football.

"I can honestly say I've never thought about the camera time," Ireland said. "And I'm constantly surprised by the people who recognize me, sometimes in distant places. Like on vacation in California or Florida. I was once recognized on vacation in Thailand.

"Just a few minutes ago a guy comes over and says 'If I don't get my picture taken with you before I go home my wife will kill me because you're her favourite.'"

Ireland's familiarity goes well beyond fans, and includes the league's coaches and players who have come to know him well. That, he believes, has made his job easier over the years.

"It's based on building credibility with the coaches and players," he said. "You build that by constantly demonstrating detail and hustle and sticking to business. You build a relationship over time."

Of course, like any athlete, the biggest honour for an official comes from participating in a championship game and Sunday with be the 15th for Ireland. And he's been involved in some good ones.

"There was one game that always stood out to me because it typified the Canadian game: wide open and filled with big plays. That was the 1987 Grey Cup game between Toronto and Edmonton that ended 38-37 for Edmonton.

"Jerry Kauric kicked the winning field goal. But the most important play came in the first half when Lance Chomyc missed a field goal and Henry (Gizmo) Williams returned the ball for a touchdown. We had a 10-point swing on a single play and I think that typifies the game."

Though Ireland will be leaving the CFL, he maintains he'll continue watching the game, albeit from a different perspective than most fans.

"Absolutely," he said. "But I know I won't be able to fully appreciate the game as a fan because I'll be watching the fouls."