U Sports is the national governing body of university sport in Canada. U Sports sanctions 12 sports including Football, Basketball, Hockey, and Volleyball.
Football continues to be the most popular sport in Canadian University Sport, as well as the number one revenue driver for athletic programs. The annual national championship, the Vanier Cup, is a flagship event for U Sports, one that many fans look forward to all year.
In an effort to keep and grow interest in the sport and event, U Sports wanted to examine the implications of expanding the playoffs, with the belief that fans will remain interested if they feel their team has a shot at winning it all.
Cosmos Sports & Entertainment was retained to produce a report that would provide U Sports with a comprehensive review and analysis of several proposed expanded playoff formats.
Cosmos engaged all member institutions to gather feedback. Furthermore, Cosmos developed a 11 point criteria to objectively evaluate each proposed format. The Criteria included:
Cosmos presented the findings of the study at the Annual General Meeting for U Sports. We believe that this document will serve to facilitate discussions as to not only the viability of U Sports expanding the playoff format, but also understanding how these inevitable adjustments to the status quo will be felt in football programs across Canada.