The Canadian Football League Players’ Association (CFLPA) and BILI Social (BILI) (an indirect subsidiary of Allied Energy, Inc), introduce the CFLPA Insider, a groundbreaking media property launched during the 111th Grey Cup in Vancouver. At the centre of this year’s content were Stavros Katsantonis and Brandon Barlow, star players from the Hamilton Tiger-Cats who produced content designed to engage fans in real time. The CFLPA Insider program delivered over 30 unique pieces of social media content across Instagram and TikTok, generating more than 3 million views from sports fans across Canada.
The initiative positioned CFL players as creators, offering brands like DAZN, Purolator, and SuperBox a unique way to connect with audiences through authentic, player-driven storytelling.
“This is what the future of fan engagement looks like,” said Adrian Capobianco, CEO of BILI Social. “CFLPA Insider combines the excitement of live sports with the power of social media, delivering real-time content that captivates fans and opens new revenue streams for players and brands alike.”
CFLPA Insider is a testament to the entrepreneurial spirit shared between BILI and the CFLPA,” said Adrian Capobianco, Co-Founder and CEO of BILI Social. “From concept to execution, our teams developed a program that not only connected fans to the Grey Cup in real time but also created a blueprint for future engagement opportunities.”
A New Playbook for Branded Content
CFLPA Insider is more than a social media campaign – it’s a scalable revenue-driving media property designed to offer brands unprecedented access to engaged sports fans in real time, empower players to become content creators, extending their personal brands beyond the field. This sets the stage for a high-impact annual program, building on this year’s success and adding with more players, brands and engagement in the future.
“Supporting our players on and off the field is our mission,” said Peter Dyakowski, Interim Executive Director of CFLPA. “This partnership with BILI Social not only achieves that but also creates a bold, innovative platform for brands to tap into the passion, depth, excitement, and authenticity of our CFL players, and to connect with our fans.”
Stavros Katsantonis, the main content creator in the program added, “I love how this helped showcase the depth of players like me beyond the field. Many of us are interested in media, are active in our communities, have awesome families and fans that support us and this content helps showcase that. The opportunity to integrate the great brands into the content was amazing. What a blast.”
Real-Time Engagement at the Grey Cup
From Grey Cup Festival activities to the championship game, CFLPA Insider delivered behind-the-scenes content and exclusive player perspectives, creating a powerful connection between fans and the game
With a unique blend of real-time storytelling, player authenticity, and a passionate fanbase, CFLPA Insider offers partner brands a fresh, engaging way to amplify their reach. The program’s success has paved the way for even greater opportunities next season, with plans to expand the roster of players, content output, and brand partnerships.
The success of CFLPA Insider signals a bright future for this social media-driven property. Plans are already underway to expand the program for the next season, ensuring even greater engagement with sports fans across Canada.
Media Inquiries:
Wendy Bairos
Communications Lead, BILI Social
wendy@becauseiloveit.com
Brendan Heisler
CFLPA Office
b.heisler@cflpa.com
About the CFLPA:
The Canadian Football League Players’ Association (CFLPA) is the union for professional football players in the Canadian Football League (CFL). Since 1965, the Association has worked to establish fair and reasonable working conditions while protecting the rights of all CFL players. In addition to negotiating and enforcing the terms of the Collective Bargaining Agreement (CBA), the CFLPA provides a variety of member services, builds corporate and community partnerships, and works diligently for the betterment of its membership. For the latest news regarding the CFLPA, please visit www.cflpa.com or follow us on social media @CFLPA.
About BecauseILoveIt.com (BILI):
BecauseILoveIt.com (BILI) is a leading social commerce platform that empowers individuals to monetize their social media content and become influencers and creators. By connecting creators with brands and enabling them to create personalized online stores, BILI helps creators maximize their earning potential while leveraging their social media presence.
About Allied Energy, Inc.
Allied Energy, Inc. (OTC: AGGI) is an investment holding company headquartered in Hong Kong. Focused on identifying and nurturing high-potential businesses across various sectors, Allied Energy aims to create long-term value for its shareholders through strategic acquisitions and partnerships.
Forward-Looking Statements
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