British Columbia's CFL team, the BC Lions, has named DDB Canada to its roster as agency of record.

The account moved to DDB from Vancouver-based Rethink without review. Work is slated to start immediately, a release on the announcement stated. On the to-do list for DDB's Vancouver office is "re-imagining" the team's brand and expanding its current fan base. DDB will provide strategic counsel, branding, advertising and communications.

"Growing up in Vancouver, I have enormous pride in the BC Lions and their winning heritage," Richard Sandor, SVP/managing director, DDB Canada, said in the release. "Partnering with a team that's won the Grey Cup five times is very exciting for us. Growing the fan base for when BC Place hosts the Grey Cup in 2011 and promoting the Lion's temporary home at Empire Fields offers a unique opportunity that DDB is ready to tackle."