Winnipeg (CBC) – New Canadian Football League commissioner Jeffrey Orridge is making his mark by introducing a new logo and slogan for the league.
“I believe this is a start of a transformation,” he said, making his first state-of-the-league address during Grey Cup week in Winnipeg on Friday.
Orridge said the new look and slogan — #WWMO, “What we’re made of” — takes advantage of momentum in the league with new stars and a handful of new stadiums.
At the same time, the league is also struggling in some ways, and it would be foolish to ignore that, he said.
Despite sellouts in some cities, attendance across the league has been flat in the past several years and television ratings have fallen 15 per cent, said Orridge, who assumed his duties as commissioner last April.
It is hoped the transformation of the CFL brand will inject new buzz, attract new fans and propel things forward, he said, also reiterating the announcement in September that the league has a new apparel partner in Adidas.
That will bring new gear to the stores and fans and “elevate our brand,” Orridge said.
There is a strong foundation in the league, but it is a time of change — sometimes with the wind at the CFL’s back but sometimes with headwinds that shake things up.
“Transitions, and transformation are not always smooth. But a bit of turbulence is something you go through at times of gaining altitude,” Orridge said.
The new brand campaign is a sign of optimism about the future, he said, adding the CFL is also launching new websites and mobile apps, for the league and individual teams, to connect with fans.
“And there will be more to come. Much more to come,” Orridge said.