As the second oldest, continuously operating gridiron football league in North America, the CFL prides itself on being authentic, accessible and approachable. Heading into the 100th Grey Cup, the CFL wanted to give back to fans and get them even closer to the game and the Grey Cup itself, as well as recognize the Grey Cup for what it has become over the course of decades: A true Canadian icon.

Promoted in advance through online ads, wild-postings, social media, experiential marketing and radio, the Sun Life Grey Cup Fan March was an eagerly anticipated event by all CFL fans that were heading to Toronto for the 100th Grey Cup. The event announcement and promotional materials continually preached that all fans that participated would have a chance to potentially carry the Grey Cup.

On Grey Cup Sunday, the festivities kicked off at 12:30 p.m. at Varsity Stadium, the site of 30 past Grey Cups. At 2:00 p.m. after the formalities were completed the fans and the Grey Cup left the stadium to start its 5 km pilgrimage to the game through the streets of Toronto.

While thousands of fans started with the Fan March at Varsity Stadium, thousands more were picked up at scheduled pep rallies along the route held at the march start as well as at major Toronto landmarks along the route including Yonge-Dundas Square, Nathan Phillips Square and the Sun Life head office. These rallies featured a marching band, team pep bands, CFL and local cheerleading teams, mascots, graffiti and chalk mural artists, football trick artist, face painters and more. It all added up to an unforgettable experience for all those in attendance and a new tradition for the CFL and the Grey Cup.

The goals were to increase brand awareness for the title sponsor of the Grey Cup Fan March, Sun Life Financial, have at least 1,500 fans participating in the Sun Life Grey Cup Fan March and at least 150 fans carrying the Grey Cup as part of the event, as well as achieve a positive ROI for Sun Life.

On the afternoon of Sunday, Nov. 25, over 10,000 fans marched in the Sun Life Grey Cup Fan March and over 250 got the unique chance to carry the Grey Cup trophy as it weaved its way through the streets of downtown Toronto.

Featured on national broadcaster TSN's game day coverage and hosted by TSN's Cabral 'Cabbie' Richards, the Fan March was seen by Canadians across the country as it made its way to the game. It generated over 116 million media impressions and was huge success.

Further to participation and media impressions, it generated 360% ROI for Sun Life Financial and a 5% lift in brand awareness, due in part their title sponsorship.

The Sun Life Grey Cup Fan March represented the first time in North American professional sports history that fans had the opportunity to touch and carry the championship trophy on the day it was presented to the championship team.