UPDATE: Will Ferrell as Ron Burgundy will be calling a pro curling match during the Tim Horton’s Roar of the Rings, December 1 in Manitoba. (Scroll to the bottom for the announcement vid.)

Paramount‘s marketing team must be working overtime brainstorming PR stunts for their Anchorman 2: The Legend Continues; now they’ve landed Ron Burgundy (AKA Will Ferrell) a gig on Canada’s The Sports Network. “Legendary broadcaster Ron Burgundy will join the network’s team of broadcasters beginning in December,” TSN announced Friday, with details of Burgundy’s new post to be revealed live during Sunday’s Grey Cup. Paramount’s got just under a month to pack in the promo gags before Anchorman 2‘s December 20 bow. Earlier this week Burgundy stopped by Conan to riff on Toronto mayor Rob Ford’s recent headline-making news. Today Paramount released a brief Burgundy video to capitalize on this weekend’s Doctor Who 50th Anniversary mania:

The studio’s co-branding partnerships so far include: Ron Burgundy’s Dodge ads, his MTV EMAs appearance, the renaming of Emerson College’s journalism school, Newseum’s Anchorman exhibit, Burgundy’s new biography (penned by Ferrell), Ben & Jerry’s Scotchy Scotch Scotch-flavored ice cream, a partnership with Jameson Irish Whiskey, and limited edition Jockey underwear available in Sex Panther Red and Beard Of Zeus Blue. According to Adobe, Anchorman 2‘s already significant web and social media buzz bodes well.

Related: ‘Anchorman 2′ Should Be Hit Based On Web Buzz And Data: Adobe