- TSN to develop and produce exclusive content for Canadian Tire and
Sport Chek marketing channels -
- Premiere access for CTC retail banners to TSN's exclusive coverage of
Canada's leading sports events, including the World Juniors, Grey Cup,
FIFA Women's World Cup Canada 2015 and TSN's slate of 130+ NHL games -
- Strategic partnership covers all retail banners in the Canadian Tire
'family of companies' -
To tweet this release: http://bit.ly/1np951d
TORONTO, May 26, 2014 /CNW/ - Canadian Tire Corporation (CTC) today
announced a multi-year media, content, and digital partnership with TSN
that includes access to the network's suite of assets to develop and
produce branded content for CTC's marketing channels. The partnership
also includes extensive traditional marketing and advertising
opportunities across Canada's #1 sports network.
The new partnership follows the recent announcement of TSN's major
expansion to five national feeds beginning in Fall 2014.
Well beyond a traditional advertising partnership, today's announcement
includes an agreement for TSN to develop and produce original and
relevant content for CTC's marketing channels, as well as exclusive
content to be distributed through TSN broadcasts and through the
network's industry-leading digital platforms: TSN.ca, TSN GO, and TSN BarDown at BarDown.com.
The new digital content produced by TSN will bring to life CTC's
existing sports and athlete sponsorships, deliver the best sports
analysis from TSN's roster of Insiders and experts, and offer access to
Canada's leading sports events. The increasing volume of new digital
content will be distributed through CTC's marketing channels, including
traditional flyers, new digital flyers, social media channels, online
advertising, in-store traditional and digital displays, and
The new partnership also includes extensive 'traditional' broadcast
access to TSN's exclusive coverage of Canada's leading sports events,
including the upcoming World Juniors, Grey Cup, FIFA Women's World Cup
Canada 2015 and TSN's slate of 130+ NHL games, as well as exposure
during SportsCentre, Canada's leading source for sports news, and TSN's
original hockey programming.
As part of the partnership, RDS - Canada's #1 French specialty sports
network - will provide extensive French-language support, with CTC
content to be integrated across the network's slate of industry-leading
platforms including RDS, RDS2, RDS Info, RDS.ca, and RDS GO. RDS, the
official broadcaster of the Montreal Canadiens, will also incorporate
CTC content throughout its comprehensive coverage of the Habs.
"We are completely re-engineering the nature of our media partnerships,"
said Duncan Fulton, Senior Vice President at Canadian Tire Corporation.
"We still deeply value access to television broadcasts that draw large
audiences, but increasingly we're facing the need to produce unique and
relevant content for our many digital and mobile channels."
"Our customers are rapidly changing their expectation of where and how
we interact with them. The content we share on Facebook has to be
different than Twitter or YouTube or TSN.ca or what you see on our
digital screens in our stores. TSN is an expert in sports content
creation in Canada and they will help us rapidly scale our capabilities
to continue to inspire our customers and employees," concluded Fulton.
"This is certainly one of the most strategic advertising partnerships in
TSN's history," said Stewart Johnston, President of TSN. "We're very
proud to partner with such an iconic Canadian brand in sports. There is
also a natural cultural alignment between Canadian Tire's and TSN's
executive teams. We all share the same deep commitment to encouraging
kids to get into sports and the importance of lifelong healthy and
"We loved the vision of creating a partnership that goes well beyond
traditional or digital advertising. It's wonderful to work with
Canadian Tire and be a part of their content strategy. This is a
powerful extension for TSN's brand, with our original content reaching
millions of Canadian Tire customers across their online, mobile, and
in-store marketing channels every day," concluded Johnston.
The partnership covers all the retail banners in the Canadian Tire
family of companies - which includes Canadian Tire, Mark's, Sport Chek,
Sports Experts, National Sports, Pro Hockey Life, Atmosphere,
PartSource, Gas+, Canadian Tire Financial services and Jumpstart, the
company's nationally registered charity aimed at helping families with
financial difficulties get their kids into organized sports and
The multi-million dollar partnership is being funded by an optimization
and reallocation of existing CTC marketing and advertising budgets.
About Canadian Tire
Canadian Tire Corporation, Limited, (TSX:CTC.A) (TSX:CTC) or "CTC," is a
family of businesses that includes a retail segment, a financial
services division, CT REIT and Canadian Tire Jumpstart Charities, CTC's
affiliated national charity that is dedicated to removing financial
barriers so kids across Canada can participate in sports and physical
activities. Our retail business is led by Canadian Tire, which was
founded in 1922 and provides Canadians with products for life
in Canada across its Living, Playing, Fixing, Automotive and Seasonal
categories. PartSource and Gas+ are key parts of the Canadian Tire
network. The retail segment also includes Mark's, a leading source for
casual and industrial wear, and FGL Sports (Sport Chek, Hockey Experts,
Sports Experts, National Sports, Intersport, Pro Hockey Life and
Atmosphere), which offers the best active wear brands. The nearly 1,700
retail and gasoline outlets are supported and strengthened by our
Financial Services division and the approximately tens of thousands of
people employed across the Company. For more information, visit Corp.CanadianTire.ca.
TSN is Canada's Sports Leader and #1 specialty network. With a broad
portfolio of multimedia sports assets, TSN delivers world-class content
across industry-leading platforms including TSN2, TSN.ca, TSN GO, and TSN Radio. Official broadcaster of the Grey Cup, IIHF
World Junior Championship and FIFA Women's World Cup Canada 2015, TSN's
slate of live sports coverage includes NHL, CFL, NFL, NBA, MLS, Season
of Champions Curling, UEFA Euro 2016, MLB, Barclays Premier League,
Golf's Majors, NASCAR Sprint Cup, Nationwide and Canadian Tire Series,
F1, Grand Slam Tennis, NCAA March Madness, and Skate Canada events. TSN
is a division of Bell Media, which is part of BCE Inc. (TSX, NYSE:
BCE), Canada's largest communications company.
For further information:
Sharon Lassman, (w) 416.480.3396, (c) 647.530.4826, firstname.lastname@example.org
Greg McIsaac, (w) 416.384.5180, (c) 416.458.3591, email@example.com