Steele Auto Group will have a significant presence in the Canadian Football League’s Touchdown Atlantic game between the Saskatchewan Roughriders on Saturday in Wolfville, Nova Scotia.
Heidi Muise, Executive Assistant to Steele Auto Group Chief Executive Officer Rob Steele, told Canadian auto dealer that the company has entered into a three-year commitment with the CFL to promote the game and future ones.
Steele sponsored the 2019 Touchdown Atlantic game in Moncton by providing some tickets and bused people in from the Atlantic provinces and had a tailgate party at one of the company’s dealerships.
A group called Schooners Sports and Entertainment was formed in 2018 to bring a team full-time to Atlantic Canada and create a coast-to-coast league. That has long been a plan of the CFL with the idea of playing a pre-season- or regular-season-game on an annual basis in an Atlantic Canada city to create momentum. COVID prevented any games from being played there the last two years.
Steele, Canada’s largest and most diversified group of automobile dealerships in Atlantic Canada, will donate $200 to Habitat For Humanity for every catch during the game. The promotion, which the CFL developed, is called Catches For Communities. Steele picked Habitat For Humanity, a national, non-profit organization which builds houses and makes them available to families in need through a no-down payment geared toward their income. The homes are built primarily with volunteers.
Muise, who is also a member of Steele’s Donations and Sponsorship Committee, said the company is doing the promotion because it fits into its three pillars of interest for sponsorships – sick kids, families in crisis and mental health.
“We do give a lot to charities,” said Muise. “This will be a good marketing (tool) with a focus on recruiting employees. We drove (the promotion three years ago). There was a connection there so (the CFL) reached out again.”
Some ads promoting Steele will be displayed during the game on the stadium’s large screen.
