Official Rules and Regulations

The “belairdirect Grey Cup® Sign Up” contest (the “Contest”) is sponsored by Belair Insurance Company Inc. ("belairdirect" or the “Sponsor”) and runs from October 23, 2017, at midnight EST to November 5, 2017, at 11:59 p.m. EST, the contest deadline (the “Contest Period”).

The Sponsor reserves the right to permit its subsidiaries and affiliated companies and each of their respective directors, officers, employees, agents, representatives, and advertising or promotional agencies (the “Agents”) to perform all or any portion of the activities necessary in connection with this Contest.


This Contest is open to residents of all provinces of Canada who have reached the age of majority in their province of residence at their time of entry in the Contest. For greater certainty, this Contest is not open to residents of a territory of Canada.

Employees, agents and representatives of the Sponsor, its affiliated companies, parent companies, advertising and promotional agencies, legal advisors, or parties engaged in the development, production and distribution of materials related to this Contest, members of any jury created by the Sponsor, as well as members of their immediate family, legal or common-law spouse, and all persons with whom these employees, brokers, representatives, agents, and jury members are domiciled, are excluded from the Contest.


No purchase required.

To enter the Contest, admissible participants must visit the website (the “Website”) created by belairdirect and, during the Contest Period:

  • create, following the complete rules, standards and instructions available on the Website, a Canadian Football League (“CFL”) fan poster for the team of their choice (a “Grey Cup Fan Poster”), and
  • complete the identification form with all required fields: “last name”, “first name”, “address”, “birth date”, “phone number”, and “email”.

(collectively the “Participants” or individually a “Participant”).

The odds of winning depend on the ongoing performance of the team represented on the Participant’s Grey Cup Fan Poster as well as the total number of Participants entered in the Contest.

Limit of one entry per person. Any excess entries will be invalid for the purposes of the Contest.

All Contest entries become the property of the Sponsor and will not be returned.


A total of two (2) prizes of an approximate value of $5,000 each (excluding all applicable taxes) will be awarded (hereinafter the “Prizes” or individually the “Prize”).

Each Prize consists of:

  • 3 nights’ (November 24, 25 and 26, 2017) stay in a double-occupancy room at a hotel in the Ottawa region selected entirely at the discretion of belairdirect (approximate value of $900)
  • 2 tickets to attend the 2017 Grey Cup game (approximate value of $735)
  • return transportation for two (2) between the Winner’s (as defined below) place of residence and Ottawa (approximate maximum value $2,240*)
  • a gift bag containing a selection of surprises selected entirely at the discretion of belairdirect (approximate value of $1,125)

* This value is based on the Winner’s place of residence. For example, a Winner who resides in Ontario may receive return travel by car with a lesser approximate value (say, $300), whereas a Winner from British Columbia may receive return airfare with a greater approximate value (say, $2,000).


Following the Contest Period and no later than November 10, 2017 (the “Deadline”), a selection committee made up of belairdirect employees and managers (the “Jury”) will select from all Grey Cup Fan Posters submitted by Participants, and at their entire discretion, three (3) Grey Cup Fan Posters representing (i) each of the four (4) teams that qualify for the CFL association semi-finals and (ii) each of the two (2) teams that qualify directly for the CFL association final. The Jury will then determine, for each CFL team in question and from the three (3) Grey Cup Fan Posters preselected for each team, their order of preference for the Grey Cup Fan Posters (3rd place, 2nd place, 1st place). All Participants who submitted a Grey Cup Fan Poster that was selected and finishes in 1st place for a given CFL team (each one a “Finalist”) and in 2nd place for a given CFL team (a “Reservist”) will be advised by email and/or phone, no later than the Deadline, of their selection. Unless a Finalist for the given CFL team cannot be declared a Winner based on the criteria outlined below, all Reservists will be eliminated from the Contest.

The selection of six (6) Finalists and six (6) Reservists will take place at the offices of belairdirect, located at 7101 Jean-Talon street east, Montreal, Quebec, H1M 3T6.

Following the outcome of the CFL association’s semi-finals, which will take place Sunday November 12, 2017, the two Finalists whose Grey Cup Fan Poster is of the team that loses the game will be eliminated from the Contest. Following the outcome of the CFL association’s finals, which will take place Sunday November 19, 2017, the two Finalists whose Grey Cup Fan Poster is of the team that loses the game will be eliminated from the Contest. On November 19, 2017, the two Finalists whose Grey Cup Fan Poster is of the team that qualifies for the 2017 Grey Cup (the “Selected Finalists”) will be declared the Contest winners (each one a “Winner”), subject to what’s stated below.

In order to be declared a Winner, the selected Participant must meet all of the criteria described under “CLAIMING A PRIZE” and their entry must be verified by the Sponsor.


A belairdirect representative will inform by phone each Selected Finalist within two (2) days following November 19, 2017. If belairdirect is unable to reach the person whose name was drawn by November 21, 2017, using all reasonable means, the Reservist that submitted a Grey Cup Fan Poster of the CFL team represented by the Grey Cup Fan Poster of the Selected Finalist who could not be reached will be declared the Winner instead.

Following this, if the Reservist does not conform to the Contest Rules and Regulations, is not admissible to the Contest or if the Reservist’s participation is not valid, they will be disqualified and a draw will be done from all Reservists and Finalists until a Participant is selected and declared the Winner.

To claim their prize and be declared the Winner, the Participant must correctly answer a time-limited mathematical skill-testing question and sign and return a standard form of Declaration and Release Form confirming compliance with these Official Rules within two (2) business days of the date on which the selected Participant received the Declaration and Release Form for signing. belairdirect will arrange for delivery of the Prize to each Winner (the Prize may, at the entire discretion of belairdirect, be sent by mail or electronic means) upon receipt of the signed Declaration and Release Form.


The Sponsor is not responsible for any associated costs incurred by the Winner as related to the claiming the Prize(s). The Winner is solely responsible for the reporting and payment of any and all taxes, if any, that may result in claiming a prize in this Contest. Any claim to a prize will be subject to verification by belairdirect, whose decision in this regard and on all matters of fact, interpretation, eligibility, procedure, and fulfillment in respect to this Contest will be final and binding.

Entries in any way tampered with, forged, mutilated, incomplete, illegible, photocopied or mechanically reproduced, or submitted by or through fraudulent means, or found to be in violation of any third party’s intellectual property rights, may be disqualified, at the sole discretion of the Sponsor. This includes any entry that does not comply with these Official Rules in any respect.

By participating in this Contest, each Participant agrees to release and hold the Sponsor and Bell Media inc., their affiliated companies, parent companies, officers, directors and partners, including advertising and sales promotion agencies, as well as their employees, brokers, agents and representatives, free from all liability, direct or indirect, physical or material, that arises out of accepting or using a prize, and each Participant releases the Sponsor and Bell Media inc., their sales promotion agencies, and all others involved from any recourse, claims or charges that could arise against them or one of them, now or in the future, by the Participant, their heirs, executors or estate administrators relating to the Contest or a Prize(s), as well as any third parties related to the use by the Organizer of Participants’ Grey Cup Fan Posters.

Each Participant agrees and consents that their name, age, photograph, location, voice, testimony, Grey Cup Fan Poster and/or statements be used in whole or in part by the Sponsor, its advertising agencies and any other parties involved in the development, production and distribution of materials relating to the Contest, for any purpose, through any media present or future, including social media, in any jurisdiction and in any manner without compensation and without any additional approval from the Winner. No correspondence will be entered into with any person other than the Winner.

All Prized must be accepted as is and cannot under any circumstance be transferred to another person, substituted for another prize or exchanged in full or in part for any amount of money, except under the conditions presented below.

Should the Sponsor, for reasons beyond its control and not linked to the Winner, be unable to award the Prize(s) as described in these Official Rules, it reserves the right, at its sole discretion, to replace the Prize(s) with a prize of a similar nature and equivalent value or the value of the prize(s) as stated in these Official Rules in cash.

Any personally identifiable information collected during a Participant’s participation in the Contest will be collected and used in accordance with belairdirect’s Privacy Policy available at

The Sponsor, its Agents and legal advisors are not responsible for and shall not be liable for: (1) lost, late, damaged, illegible, stolen, misdirected, misidentified, or incomplete entries, for any problems or technical or mechanical malfunction of any telephone systems, computer online systems, servers, access providers, computer equipment, hardware or software programs, failure of any entry to be received by the close of the Contest Period on account of technical problems or traffic congestion on the Internet or at any website, or inaccurate entry information, whether caused by equipment, programming used in this Contest, human processing or otherwise, or any combination thereof; (2) any condition caused by events beyond the control of the Sponsor that may cause this Contest to be disrupted or corrupted; (3) any injuries, losses or damages of any kind arising in connection with or as a result of the prize, or acceptance, possession, or use of the prize, or from participation in this Contest; or (4) any printing or typographical errors in any materials associated with this Contest.

A Winner’s express or implied refusal to accept a Prize releases the Sponsor from any prize-related liability toward that person.

The Sponsor reserves the right at any time to withdraw this Contest or to modify, amend, change, or supplement these Official Rules, at its sole discretion, subject to applicable law. The Sponsor also reserves the right, at its entire discretion, to cancel, terminate or suspend this Contest should any event or cause beyond their control arise which may corrupt or affect the administration, security, impartiality, or progress of the Contest, as stipulated in these Official Rules, subject to approval by the Régie des alcools, des courses et des jeux du Québec.

The Contest is governed by all applicable federal, provincial and municipal laws.

For those Participants who are residents of Quebec, any dispute with respect to the organization or conduct of a promotional contest may be submitted to the Régie des alcools, des courses et des jeux for arbitration. Any dispute regarding the awarding of a prize may be submitted to the Régie solely for the purpose of intervention in an attempt to reach a settlement.

All Participants who are residents of a province outside Quebec agree that: (1) any and all disputes, claims or causes of action arising out of or connected to the Contest or any prizes awarded shall be resolved individually, without resort to any form of class action, and exclusively by arbitration or alternate dispute resolution, as selected by the Sponsor, to take place in Toronto, Ontario; (2) any and all claims, judgments and awards shall be limited to actual out-of-pocket costs incurred in the participation of the Contest but in no event legal fees and expenses; and (3) under no circumstances will a Participant be entitled to obtain awards for and hereby waives all rights to claim punitive, incidental, indirect, and consequential damages and any other damages (other than for direct damages limited to actual reasonable out-of-pocket costs), and any and all rights to have damages multiplied or otherwise increased.

Except where prohibited, all issues and questions concerning the construction, validity, interpretation, and enforceability of these Official Rules, and the decisions of the Sponsor in connection with the Contest, shall be governed by and construed in accordance with the laws of the province in which the Participant resides, without regard for conflict of laws doctrine.

For the identification of the Winner or for a copy of these Official Rules, send a self-addressed stamped envelope to: 7101 Jean-Talon street east, Montreal, Quebec, H1M 3T6, to the attention of Marie-Claude Filion, within one (1) year following the end of the Contest Period.

Grey Cup® is a registered trademark of the Canadian Football League, used under licence. All other trademarks are property of their respective owners. ©2017, Belair Insurance Company Inc. All rights reserved.