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  • June 28, 2022

By the second week of June 2001, only 18 months after Sherwood Schwarz had purchased the Toronto Argonauts, he was officially out of ideas. His management team embraced the only concept they could muster to draw fans back to the box office: A wet T-shirt contest.

Their plan, such as it was, focused on incorporating exotic dancers from a nearby adult establishment in a pre-game festival outside the stadium. Geoff Fardy, the vice-president of sales and marketing, saw the move as a necessity: “We want our men to be happy — we have marketed here for about 10 years to

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