AMSOIL is Now the Official Oil of the Canadian Football League

Why the CFL?

We are investing in a partnership with the Canadian Football League (CFL) to drive increased brand awarenes in Canada. At least 33% of Canadians watched regular-season CFL games in 2023, making this an exciting brand boost for Canadian AMSOIL Dealers.

The CFL is fast, fun, entertaining to watch and growing rapidly. And football fans are ideal AMSOIL customers. Ever wonder why there are so many vehicle ads during football broadcasts? According to MotorTrend, CFL fans are...

• The highest concentration of do-it-yourself automotive enthusiasts watching TV.
• 97% more likely to purchase a truck.
• 79% more likely to own three or more motorcycles.
• 65% more likely to own three or more ATV/UTVs.
• 46% more likely to own three or more vehicles.

Through our partnership with the CFL, AMSOIL Dealers will enjoy increased brand exposure that generates meaningful conversations with automotive and powersports enthusiasts.

“We have been actively seeking strategic partnerships to increase brand awareness in Canada,” said AMSOIL CMO & Sr. VP, Strategic Marketing Rob Shama. “Our national advertising efforts definitely make a difference in Canada, but we didn’t have any Canada-specific partnerships or events. Becoming the Official Oil of the CFL will change that in a big way.”

We are excited about the potential this partnership presents for Canadian AMSOIL Dealers. Many Canadians will be exposed to the AMSOIL brand for the first time.

The synthetic oil specialists will drive the league’s weekly overview of performance – the CFL Power Rankings presented by AMSOIL.Voted on by the CFL Content Department’s experts and analysts, the fan-favourite feature on CFL.ca ranks the league’s nine teams based on several factors, including overall record, player performance, injury situation and more.

“We are thrilled to join forces with the CFL, a league renowned for its rich history, passionate fanbase, and dynamic athletes,” said Alan Amatuzio, CEO of AMSOIL. “This partnership is a natural fit for AMSOIL as we both share a dedication to performance, excitement and pushing the limits. We look forward to a successful collaboration that drives both our brands forward.”

AMSOIL is an industry-leading developer of synthetic lubricants in a wide range of markets, including automotive, powersports, industrial, racing and more. AMSOIL invests in product research and development to ensure they remain at the forefront of the industry through cutting-edge technology, innovation and exceptional quality. While AMSOIL products power performance, the family-owned company empowers communities, supporting local foundations and organizations with a mandate to give back to those in need.

It is that commitment to communities and a shared dedication to customers that drew the CFL and AMSOIL together.

“At the heart our league is our incredible fans, much like the loyal customers of AMSOIL are key to all they do,” said Tyler Keenan, the CFL’s Chief Revenue Officer. “Their people-first promise has propelled them to the top of their industry. That view from the top and their pursuit of peak performance make them the perfect partner to present the teams atop the league.”