B.C. Lions GM Ryan Rigmaiden, shares untold story behind viral Jon Gruden moment

The B.C. Lions are celebrating the impact of a creative marketing move that saw former Super Bowl-winning coach Jon Gruden showcase his knowledge of the franchise in a viral social media video.

The seven-minute clip, posted by Gruden on May 28, featured the former NFL head coach and current Barstool Sports personality unboxing a package of Lions merchandise sent directly from the CFL club. The video quickly gained traction online, racking up hundreds of thousands of views across X, Instagram, Facebook and TikTok, while being widely shared by other accounts.

The idea was initiated by B.C. Lions general manager Ryan Rigmaiden, who credited the concept to Gruden’s popular unboxing trend involving various football programs and organisations. After discussing it internally with the club’s marketing leadership, Rigmaiden reached out directly to Gruden to pitch the idea.

He explained that the contact came through an informal network before he personally messaged Gruden, who immediately agreed to take part. According to Rigmaiden, the response reflected Gruden’s enthusiasm and willingness to engage with the project.

The care package was initially sent around the CFL Draft period, but scheduling delays meant Gruden was only able to record the video weeks later. Despite the wait, the final result exceeded expectations.

In the video, Gruden not only unboxed the Lions merchandise but also delivered an energetic breakdown of the club’s roster, past and present. He highlighted former players he coached during his NFL career, including Keon Hatcher and James Butler, while also praising current standouts such as quarterback Nathan Rourke and defensive end Mathieu Betts.

He also referenced emerging talent and new additions like safety Jackson Findlay and linebacker Darnell Sankey, before diving into the franchise’s history by naming several Lions legends including Geroy Simon, Al Wilson, Willie Fleming, Jim Young and Brent Johnson.

Rigmaiden admitted he was impressed by the depth of Gruden’s commentary, particularly the length and detail of the breakdown.

He acknowledged that while Gruden may have done some preparation, the energy and knowledge displayed over the seven-minute segment helped elevate the club’s profile significantly.

The Lions GM described the result as a major success, saying he was “blown away” by Gruden’s delivery and effort, which helped generate massive exposure for the CFL franchise at no advertising cost.

Overall, the initiative has been viewed internally as a standout example of modern sports marketing, combining personality-driven content with viral social media reach to boost the club’s visibility.