JON GRUDEN. (Image Credit: Barstool Sports)
On-camera unboxing

Celebrity football analyst Gruden salutes B.C. Lions in PR touchdown for CFL club

May 29, 2026 | 6:00 PM

KAMLOOPS – B.C. Lions’ general manager Ryan Rigmaiden threw a Hail Mary with the box of merchandise. 


Former NFL head coach Jon Gruden of Barstool Sports answered the prayer in a public-relations touchdown for the CFL club. 

With his signature pigskin passion, Gruden unboxed the Lions gear on camera while preaching the virtues of the Canadian game and flexing his Leos’ knowledge. 

The video was posted on Twitter, Instagram on TikTok on Thursday [May 28] morning while the Lions prepared for their final training camp practise in Kamloops. 

By Friday morning, it had eclipsed 500,000 views on those social media platforms. 

“They got this flying motion, where the receiver can start back here and then he comes full speed at you, man!” Gruden said of the waggle, noting his appreciation for the CFL’s prolific passing, deeper end zones and bigger field. 

“I love Canadian football. You know, when I was a young coach, I interviewed with the Hamilton Tiger-Cats.” 

Among the names Chucky dropped: Hugh Campbell, Buck Pierce, Nathan Rourke, Joe Kapp, Condredge Holloway, Damon Allen, Lui Passaglia, Mathieu Betts, Brent Johnson, Jonah Tavai, James Butler, Keon Hatcher, Justin McInnis, Willie (The Wisp) Fleming, Geroy Simon, Jim Mills, Al (Dirt) Wilson, Darnell Sankey, Robert Carter Jr., TJ Lee, Ronald Kent Jr. and Jackson Findlay. 

Butler and Hatcher played under Gruden for the Oakland Raiders prior to heading north to the CFL. 

“Football Guru,” Hatcher said. “He’s been around the game for a long time. He’s seen a lot. Yeah, he’s one of the best, man. It feels great to be mentioned and remembered by him.” 

Added Butler: “A personality like Jon Gruden is one of the biggest in football. He’s on the Mount Rushmore of coaches. I think it will only help grow the game.” 

The Jon Gruden Bump – certainly not a bad thing for Lions’ merchandise and ticket sales – arrived just in time for the CFL regular season. 

“Let’s go, Nathan Rourke!” Gruden said. “Let’s freakin’ have your best year. If you’re out there in B.C., get a ticket, go support the Lions.”