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The theme for Grey Cup 2013, "Celebration in Rider Nation," was projected onto the side of a Regina highrise Thursday night. (Dani Mario/CBC)

The Saskatchewan Roughriders, who will host the next Grey Cup championship game, will be promoting fan loyalty for the festivities using the theme "Celebration in Rider Nation."

The theme was unveiled by club president and CEO Jim Hopson at an event Thursday night.

The 101st Grey Cup is set for Nov. 24th, 2013 at Mosaic Stadium.

"The theme of 'Celebration in Rider Nation' was chosen because it encapsulates the festivities that will take place throughout the year, culminating in November, and invites all CFL fans to join the fun," Hopson said.

Hopson also explained current Roughrider season ticket holders who renew, may also secure their seat for the Grey Cup game.

Tickets to the game for the general public will not be available until June of 2013.

The Roughriders, who have enjoyed several years of financial success with merchandising, will also be selling a variety of Grey Cup related items.

According to organizers, there are already more than 200 community-minded volunteers engaged in planning activities and events that will take place across the province throughout the entire year, in advance of the championship game.

They estimate that more than 3000 volunteers will be required to stage the events. Organizers plan to announce a call for volunteers in the spring of 2013.