Sun Life Financial broadens its major sports affiliations in a sponsorship of the Canadian Football League

TORONTO, Oct. 25, 2011 /CNW/ - Sun Life Financial and the Canadian Football League (CFL) have signed an agreement that unites two great Canadian brands. Both organizations have a rich cultural history in Canada.

During the CFL playoffs, which start on November 13, all player jerseys and a portion of the sideline signage will feature the Sun Life logo, as well as during the Grey Cup game.

"This sponsorship with the CFL is a great fit with our brand," says Mary De Paoli, Senior Vice-President and Chief Marketing Officer, Sun Life Financial. "Canada's Grey Cup is one of the most viewed events of the year, captivating millions of Canadian viewers and reaching fans in communities from coast to coast."

"We are proud to welcome Sun Life to the CFL family at a time when our season kicks into high gear," said CFL Commissioner Mark Cohon. "It has been a tremendous year with exciting games, close finishes and remarkable performances. And off the field, our league continues to be embraced by millions of Canadians and major corporations like Sun Life."

Sun Life's roots originate back to 1865 in Montreal, the city that currently holds the coveted Grey Cup. The Grey Cup is the second oldest trophy in North American professional sport.

About the Canadian Football League
The Canadian Football League is our league. It's built on a tradition as proud, staged on a field as broad, and played at a pace as exciting as the country we are proud to call home. Our championship game, the Grey Cup, is the biggest single annual sporting event in Canada. The 99th edition will be played on November 27, 2011 in Vancouver, British Columbia.

About Sun Life Financial
Sun Life Financial is a leading international financial services organization providing a diverse range of protection and wealth accumulation products and services to individuals and corporate customers. Chartered in 1865, Sun Life Financial and its partners today have operations in key markets worldwide, including Canada, the United States, the United Kingdom, Ireland, Hong Kong, the Philippines, Japan, Indonesia, India, China and Bermuda. As of June 30, 2011, the Sun Life Financial group of companies had total assets under management of $474 billion. For more information please visit www.sunlife.com.

Sun Life Financial Inc. trades on the Toronto (TSX), New York (NYSE) and Philippine (PSE) stock exchanges under the ticker symbol SLF.

Note to Editors: All figures in Canadian dollars.

Image with caption: "RCMP Mounties present officials from the CFL and Sun Life with the Grey Cup at the Sun Life Financial building in downtown Toronto. (CNW Group/Sun Life Financial Inc.)". Image available at: http://photos.newswire.ca/images/download/20111025_C6987_PHOTO_EN_5334.jpg