Rona teams up with Maple Leaf Sports & Entertainment



    
    Canadian market leader named 'Official Home Improvement Retailer' of
    Toronto Maple Leafs, Raptors and Marlies
    

    BOUCHERVILLE, QC, Sept. 3 /CNW/ - RONA Inc. (TSX: RON), and Maple Leaf
Sports & Entertainment Ltd. (MLSE), announced today a new five-year corporate
partnership agreement.
    RONA, Canada's leading distributor and retailer of hardware, home
improvement and gardening products, will become the Official Home Improvement
Retailer of the Toronto Maple Leafs (NHL), Toronto Raptors (NBA) and Toronto
Marlies (AHL). RONA is already the Official Home Improvement Retailer for
MLSE's soccer club Toronto FC.
    The exclusive partnership rights include permanent, camera-visible RONA
branding at these teams' home games at Air Canada Centre and Ricoh Coliseum,
including on-ice RONA logos during Maple Leafs and Marlies preseason, regular
and postseason home games. RONA will also gain hosting opportunities, in which
its in-store customers can win exclusive tickets to Leafs, Raptors and Marlies
games.
    RONA has been a corporate partner of Toronto FC since 2007 as their
Official and exclusive home improvement partner. In Spring 2009, RONA signed
an extension with Toronto FC by two-years to continue its exclusive game and
permanent signage at BMO Field.
    The partnership will have RONA team up and engage in MLSE's community and
city building initiatives including the Toronto Maple Leafs Outdoor Practice,
Toronto Marlies Outdoor Practice and the Leafs Hockey Legacy Rink
Refurbishment program. RONA and its employees will contribute supplies and
volunteer labour to support the rink refurbishment.
    "We are thrilled to associate our winning RONA team with these important
Canadian sports teams," said Robert Dutton, president and CEO of RONA. "The
Maple Leafs, Marlies, Raptors and Toronto FC are an inspiration and source of
pride for so many people, not just in Ontario, but all across Canada. In
addition, the Raptors and Toronto FC are the only Canadian teams in their
respective leagues, so we are especially proud to give them our support."
    "Above all, RONA encourages the youth of Canada to live active lives,
pursue their dreams and become winners-no matter what field of endeavour they
are competing in," Mr. Dutton said. "Our sports sponsorships and community
initiatives allow us to promote Canadian values of fair play, social
responsibility and perseverance."
    "We're excited to work with a proudly Canadian company like RONA that's a
leader in its industry", said David Hopkinson, MLSE's senior vice-president of
corporate and community partnerships. "RONA has a great reputation in the home
improvement industry. Its commitment to athlete and sports development through
its partnership with the Canadian Olympic and Paralympic Teams is second to
none. We're pleased to extend our relationship with RONA to our hockey and
basketball teams to further complement their existing partnership with Toronto
FC."
    From a marketing perspective, RONA's new partnership with MLSE will boost
RONA's brand exposure in the highly-competitive Ontario market, where RONA has
180 stores and 6,600 employees. The fan bases and broadcast audiences for
MLSE's four sports team represent a wide demographic spectrum.
    RONA's partnership with MLSE is a continuation of its long-standing
commitment to Canadian sports, both professional and amateur. RONA is already
a National Partner of the Vancouver 2010 Olympic and Paralympic Games, as well
as a National Partner of the Canadian Olympic and Paralympic Teams through the
London 2012 Summer Games.

    About the Companies

    RONA Inc. (TSX: RON), based in Boucherville, Quebec, is the largest
Canadian distributor and retailer of hardware, home renovation and gardening
products. RONA operates a network of nearly 700 corporate, franchise and
affiliate stores of various sizes and formats. With over 29,000 employees
working under its family of banners in every region of Canada and more than 15
million square feet of retail space, the RONA store network generates over $6
billion in annual retail sales.

    Maple Leaf Sports & Entertainment Ltd. (MLSE), Maple Leaf Sports &
Entertainment (MLSE) is one of the premier sports and entertainment companies
that owns the Toronto Maple Leafs of the National Hockey League (NHL), the
Toronto Raptors of the National Basketball Association (NBA), the Toronto
Marlies Hockey Club of the American Hockey League (AHL), Toronto FC of Major
League Soccer, Air Canada Centre and three digital channels - Leafs TV,
Raptors NBA TV and GOLTV. MLSE also operates and manages events at BMO Field,
home of Toronto FC, and Ricoh Coliseum, home of the Marlies.

    /NOTE TO PHOTO EDITORS: A photo accompanying this release is available at
http://photos.newswire.ca. Images are free to accredited members of the media/





For further information:

For further information: RONA Inc., Media: Michèle Roy, Vice President,
Communications and Public Affairs, (514) 599-5900, ext. 5398; Financial
Community: Stéphane Milot, Senior Director, Investor Relations, (514)
599-5951, stephane.milot@rona.ca; MAPLE LEAF SPORTS & ENTERTAINMENT LTD.:
Rajani Kamath, Director, Corporate Communications, (416) 815-5790

Organization Profile

Maple Leaf Sports & Entertainment Ltd.

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