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Canadian Tire becomes sponsor of Maple Leaf Sports & Entertainment
Canadian Tire has signed a long-term sponsorship agreement with Maple Leaf Sports & Entertainment of Toronto. Under the terms of the agreement, Canadian Tire becomes the official retail sponsor of the Toronto Maple Leafs, Toronto Marlies and Toronto Raptors in the house and home, home improvement, seasonal and outdoor goods categories. It will also be the official tire retailer of the Raptors, Toronto FC and Marlies. The deal includes consumer promotions such as exclusive ticket packages for some Raptors games that will only be sold through Canadian Tire. The chain will also receive brand exposure at Air Canada Centre in Toronto, including in-ice branding at Maple Leafs home games. Maple Leaf Sports & Entertainment apparel will be sold in some Canadian Tire stores.
Sport Chek becomes the official retail sponsor for the Toronto Maple Leafs, Toronto Marlies and Toronto FC in the sporting goods and outdoor goods categories. The chain will open a new retail store at Maple Leaf Square and receive brand exposure at the Real Sports Bar & Grill. The chain will also be the title sponsor of the Maple Leafs Super Skills Competition. The company will also introduce a program called the Sport Chek All-Access Series that will allow fans to interact with Maple Leafs, Marlies and Toronto FC players.
Mark's becomes the official retail sponsor of the Maple Leaf teams in the men's and women's casual wear and industrial wear categories. The chain will be the official uniform provider for event staff at Air Canada Centre, the Ricoh Coliseum and BMO Field.
Part Source becomes the official retail sponsor of the Maple Lead teams in the automotive accessories category. National Sports, Pro Hockey Life and Atmosphere will also receive brand exposure as part of the sponsorship agreement. The agreement also includes custom digital media content for Canadian Tire and Sport Chek's digital media channels. Charitable programs Canadian Tire Jumpstart and the MLSE Foundation will collaborate on a series of community initiatives.
"Today we're delighted that these two Canadian companies, and great Canadian brands, are committed to one another in growing our respective businesses," said Tim Leiweke, president and CEO of Maple Leaf Sports & Entertainment. "We're excited about working together to bring new opportunities to Canadian fans and customers to see their favourite teams and players in action."