Canadian Tire Corporation, Limited and Maple Leaf Sports & Entertainment Ltd. 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 2024-15 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
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
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
Mark's becomes the official retail partner of MLSE teams for men's and women's casual wear and industrial wear.
For the 2024-15 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 2024 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.