TORONTO, Sept. 9, 2013 /CNW/ - Canadian Tire Corporation, Limited (CTC.A, CTC) and Maple Leaf Sports & Entertainment Ltd. (MLSE) today announced an extensive and sweeping business partnership that matches up Canada's leading sports retail brands and the country's largest professional sports organization.
In addition to extensive branding, digital and media assets that are commensurate with being a Platinum partner of MLSE, the partnership includes plans for a new Sport Chek store in Maple Leaf Square and MLSE apparel 'stores' in select Canadian Tire stores. It also includes title sponsorship of major assets, custom digital media content for Canadian Tire and Sport Chek's digital media channels, exclusive consumer promotions, and, for the 2014-15 season, Mark's will become official uniform provider for MLSE event staff at Air Canada Centre.
The partnership involves Canadian Tire, Sport Chek, Mark's, Partsource, National Sports, Pro Hockey Life, and Atmosphere - all companies owned within the Canadian Tire Family of Companies. Under MLSE, the partnership includes the Toronto Maple Leafs, Toronto Raptors, Toronto FC, Toronto Marlies, the MLSE Foundation, Air Canada Centre, BMO Field, Ricoh Coliseum, Real Sports Apparel and Real Sports Bar & Grill.
Additionally, the partnership will also benefit both corporate charities, Canadian Tire Jumpstart and the MLSE Foundation, which will work together to help more families get active in organized sports.
"MLSE and our teams are thrilled to partner with Canadian Tire Corporation," said Tim Leiweke, President and CEO of MLSE. "Today we're delighted that these two Canadian companies, and great Canadian brands, are committed to one another in growing our respective businesses. We're excited about working together to bring new opportunities to Canadian fans and customers to see their favourite teams and players in action. I'd like to thank Canadian Tire, Sport Chek and the Canadian Tire family of companies for their commitment to our company and look forward to a long and successful partnership."
"This is an exciting partnership for the Canadian Tire Family of Companies and for all sports fans in the GTA," said Michael Medline, President of Canadian Tire Sports. "Our company has been on offence in sports over the last couple of years. We have added great new stores to the family like Sport Chek and Pro Hockey Life. We have added iconic partners like the Canadian Olympic and Paralympic Committees. We continue to evolve our brands to represent the best in sport for our customers and a partnership with Maple Leaf Sports and Entertainment is a fantastic boost for what we can offer our customers in the GTA," concluded Medline.
PARTNERSHIP BACKGROUND INFORMATION
Canadian Tire becomes the official retail partner of the Toronto Maple Leafs, Toronto Marlies, and Toronto Raptors in house and home, home improvement, seasonal, and outdoor goods. It will also be the official tire retailer of the Raptors, TFC and Marlies. Other benefits include:
- Extensive consumer promotion opportunities in the GTA, including exclusive, family-affordable ticket packages only available at Canadian Tire for select Toronto Raptors games;
- Access to custom 'behind the scenes' digital assets and footage;
- Canadian Tire will be a significant supporter of our troops on Canadian Forces Night; and,
- Premium brand positioning at Air Canada Centre, including in-ice at Toronto Maple Leafs home games
Sport Chek becomes the official retail partner for the Toronto Maple Leafs, Toronto Marlies, and Toronto FC, in the sporting goods and outdoor goods category. Other benefits include:
- Plans for Sport Chek to open a new 'flagship' retail store in Maple Leaf Square featuring a world-class retail and digital experience, similar to its new Yonge Street digital 'lab' store and soon-to-open flagship store in the West Edmonton Mall;
- Branding and activation opportunities in Real Sports Bar & Grill - across the hall from the new Sport Chek 'Maple Leaf Square' store;
- Title partner for the Toronto Maple Leafs' Super Skills Competition, and introduction of the Sport Chek All-Access Series that will give fans the chance to interact with their favourite Maple Leafs, Marlies, and Toronto FC players; and,
- Access to custom 'behind the scenes' digital assets and footage.
Mark's becomes the official retail partner of MLSE teams for men's and women's casual wear and industrial wear.
For the 2014-15 season, Mark's will become official uniform provider for MLSE event staff at Air Canada Centre and Ricoh Coliseum and at BMO Field for the 2015 season.
In addition, Part Source becomes the official retail partner of MLSE teams for automotive accessories, while National Sports, Pro Hockey Life and Atmosphere will all benefit from extensive branding, digital and media assets, as well as promotional opportunities.
Canadian Tire Jumpstart and the MLSE Foundation
Canadian Tire Jumpstart will work with the MLSE Foundation on community initiatives that get children and teenagers active and help families in financial need access organized sports and recreation.
Canadian Tire Jumpstart will also provide programming support to the MLSE Foundation's new multi-sport courts (including hockey, soccer and basketball) that will be built in communities across the Greater Toronto Area. Jumpstart and the MLSE Foundation will also work in collaboration with community partners to broaden the reach of the benefits both organizations bring to a larger audience and ensure the money raised in the community, stays in the community.
About Canadian Tire Corporation
Canadian Tire Corporation, Limited (TSX:CTC.A) (TSX:CTC) is a Family of Companies that includes Canadian Tire Retail, Partsource, Gas+, FGL Sports (Sport Chek, Hockey Experts, Sports Experts, National Sports, Intersport, Pro Hockey Life and Atmosphere), Mark's and Canadian Tire Financial Services. With more than 1,700 retail and gasoline outlets from coast-to-coast, our primary retail business categories - Automotive, Living, Fixing, Playing and Apparel - are supported and strengthened by our Financial Services division. Over 85,000 people are employed across the Canadian Tire enterprise, which was founded in 1922 and remains one of Canada's most recognized and trusted brands. For more information, visit Corp.CanadianTire.ca.
About Canadian Tire Jumpstart Charities
Canadian Tire Jumpstart Charities is a national charitable program dedicated to providing financially disadvantaged kids with the opportunity to experience the benefits of organized sport and recreation. With an extensive, national network of more than 330 local chapters, it helps families in communities across Canada by covering the costs associated with registration, equipment and/or transportation.
Supported by the Canadian Tire Family of Companies, which includes Canadian Tire Retail, Partsource, Gas+, FGL Sports (Sport Chek, Sports Experts, National Sports, Atmosphere, Intersport and Hockey Experts), Mark's and Canadian Tire Financial Services, Jumpstart has enabled more than 600,000 Canadian kids to get in the game since 2005. For more information or to lend your support, visit Jumpstart.CanadianTire.ca.
About Maple Leaf Sports & Entertainment Ltd.
Maple Leaf Sports & Entertainment (MLSE) is one of the world's premier sports and entertainment companies that owns the Toronto Maple Leafs (NHL), the Toronto Raptors (NBA), the Toronto Marlies (AHL), Toronto FC (MLS), Air Canada Centre, Maple Leaf Square and three digital channels — Leafs TV, NBA TV Canada and GOLTV Canada. MLSE has also invested in four of Toronto's sports facilities — Ricoh Coliseum, home of the Marlies, BMO Field, home of Toronto FC, Lamport Stadium, and the MasterCard Centre for Hockey Excellence, the practice facility for the Maple Leafs and Marlies. MLSE operates and manages events at Ricoh Coliseum and BMO Field.
About MLSE Foundation
The MLSE Foundation believes all kids should have access to sport and the opportunity to develop lasting dreams on the playing field. With the support of all four MLSE teams - the Toronto Maple Leafs, Toronto Raptors, Toronto FC and Toronto Marlies - the Foundation funds the refurbishment of local athletic facilities and programs that support kids through sports and recreation. Since launching in December 2009, the MLSE Foundation has invested more than $9.5 million into our community. Last season, more than 110,000 kids' lives were impacted through the power of sport. Visit mlsefoundation.org, or follow @MLSEFoundation.
Image with caption: "Today, Canadian Tire Corp and MLSE announced a long-term partnership deal and were joined by Danny Koevermans, TFC; Dave Poulin, Marlies; Tim Leiweke, President and CEO, MLSE; Michael Medline, President of Canadian Tire Sports; Masai Ujiri, Raptors; Jamaal Magloire, Raptors; Wendel Clark, Maple Leafs; Darryl Sittler, Maple Leafs (L-R). (CNW Group/FGL Sports Ltd.)". Image available at: http://photos.newswire.ca/images/download/20130909_C5346_PHOTO_EN_30522.jpg
SOURCE: FGL Sports Ltd.
For further information:
Michelle Ghandour, Canadian Tire Corporation
w: 416-480-3653 c: 647-388-3641
Brendon Arnold, Canadian Tire Corporation: