As part of the partnership, Kal Tire said the company, along with BFGoodrich Tires, will have a physical and digital advertising presence both on the sidelines at Canada's biggest celebration of football and digitally on CFL.ca.
The parties did not disclose the value of the partnership.
“BFGoodrich Tires is pleased to have this opportunity to reach millions of Canadians through the Canadian Football League and the Grey Cup to share our story of high performing tires, which are designed to meet a full range of terrains throughout the country from street to off-road,” added Sylvaine Cuniberti, marketing director, Michelin North America (Canada) Inc.
“The CFL, Kal Tire and BFGoodrich Tires place a high value on dedication, competitiveness, and being involved in the communities in which we work," said CFL Commissioner Jeffrey Orridge.
"Given that connection to our communities, this is a natural partnership and we're happy to welcome them aboard for what continues to be an exciting 2015 season.”
The 103rd Grey Cup will be played at Investors Group Field in Winnipeg, Manitoba, on Nov. 29, and will be aired LIVE on TSN/RDS and ESPN2.
The CFL in its current form has existed since 1958, but the league's forerunners date back as far as the 1870s and the Canadian Rugby Football Union. The league currently has nine teams: BC Lions; Calgary Stampeders; Edmonton Eskimos; Hamilton Tiger Cats; Montral Alouettes; Ottawa Redblacks; Saskatchewan Roughriders; Toronto Argonauts; and Winnipeg Blue Bombers.
The teams play 19 regular season games. There are two rounds of playoff games leading up to the Grey Cup.
Canadian football differs from the U.S. game in a number of key parameters, such as: teams are allowed 12 players on the field; the field is larger at 110 yards long and 65 yards wide with 20-yard deep end zones; teams get just three downs to make a first down; and teams may have more than one player in motion at a time, with motion toward the line of scrimmage allowed.