Due to setback of the team. The all-time Edmonton Elks player, Tre Ford, has officially announced his retirement.
On TV, all over the Edmonton Elks’ website and social media channels, their team stores and facades at Commonwealth Stadium, billboards, perhaps a mural. Make him a doll. Put his name and number on jerseys, hoodies, jackets, hats, socks, sweaters and small helmets. Put him on foam fingers, flags, pennants, key chains and kids’ bags.
He’s the future of a brand that has to shed its most recent embarrassments as soon as possible. He’s an exciting young Canadian quarterback. Handsome and well-spoken, he should be the face of the Elks for as long as he’s behind center, and there are swaths of seats to be sold at Commonwealth.
Though it seems the Elks won’t be anointing him just yet, they do want to use him in all of their core marketing efforts going forward, according to acting president Rick LeLacheur.
“We’re just starting to plan for next year, but certainly it would be my belief that we use him all we can,” said LeLacheur, who was president of the B.C. Lions before rejoining the double-E this summer. “We used Nathan (Rourke) in Vancouver. It’s very special to have a quarterback like that, but being Canadian really adds to the value. I’d be hoping that we use him in everything and he spends at least part of the off-season in Edmonton to be out and about.”
They will want him to meet with existing and possible sponsors and fans, as well as minor football groups. Ford’s agent, Fred Weinrauch, thinks his client will handle whatever off-field demands the Elks make as well as conduct his on-field chores, which is to say with aplomb.
Advertisement 4 STORY CONTINUES BELOW
This advertisement has not loaded yet, but your story continues below.
Article content Ford is a double threat who has thrown for 990 yards, six scores and three picks this year and run for 401 yards and two TDs. Win or lose, the 25-year-old is a standup guy who has given honest post-game insights to the media.
“I just look at how he handles himself in some of the interviews, and the fact is he was the poster boy at Waterloo,” said Weinrauch. “Yes, it’s a different level from U Sports to the pros, but he’s had a lot of that marketing, front cover, at Waterloo. I think he can handle that, no problem.
“I just haven’t had any conversations with them in terms of what their plans are. I’m like you; I’m assuming that when they build their marketing strategy, he’ll be part of it, right? I don’t want to sit here and say front and centre because there are a lot of good players on that team.”
Advertisement 5 STORY CONTINUES BELOW
This advertisement has not loaded yet, but your story continues below.
Article content The Elks have plenty on their plate right now. They need to keep their faint playoff hopes on life support long enough to sell tickets for two remaining home games, rebuild their season ticket base for next season and find a new president to take over for LeLacheur, who has been filling in admirably since Victor Cui left.
Ford has already helped them by elevating the level of quarterback play in his five games at the lead. They’re 3-2 during that time, and yes, they have beaten only bottom-feeders, while the rest of their schedule offers teams with a combined record of 40-20, so the challenge is obvious.
But so is the kid’s list of bona fides. He’s a great athlete and a fiery fighter. And did we mention he’s Canadian? The similarities to Rourke, now a member of the National Football League’s Jacksonville Jaguars, are being made — and rightly so.
