Paul Martin's Business Update - November 26th

Paul Martin's Business Update - November 26th

The completion of another successful Grey Cup week is a reminder to all of us that the Saskatchewan Roughriders are this province’s number one source of national attention.

There was a time, according to a former federal cabinet minister, that Saskatchewan’s ability to capture national attention was limited to a couple ingredients: bad weather, a high profile criminal trial or the occasional sensational political scandal. The only other thing that provided consistent national headlines was the Roughriders.

As the province’s only professional sports team, we are guaranteed some form of national coverage week in and week out during the season. And somewhat less but still regular mentions during the off-season. Simply put, the Riders are the reason broadcasters in Toronto – the centre of the Canadian media universe - have no choice but to utter the word Saskatchewan.

Companies, unions and governments pay millions of dollars each year to heighten the awareness of their brand name in the minds of consumers. For Saskatchewan, the Riders are the most important way for the province to attract national and international media attention without spending a dime.

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