Canadian Tire Corporation and Senators Sports & Entertainment announced today a new strategic partnership that will see Ottawa’s premiere sports and entertainment venue renamed to Canadian Tire Centre.
This all-encompassing partnership will feature on-site branding opportunities for many of the retail banners in the Canadian Tire Family of Companies, including Canadian Tire, Sport Chek, Sports Experts and Mark’s. This partnership also includes opportunities for Canadian Tire Jumpstart Charities to work with the Sens Foundation to develop fundraising initiatives and co-branded community development programming. The agreement takes effect on July 1, 2013, and arena-related signage will be in place for the start of the 2013-14 National Hockey League (NHL) season.
“The Ottawa Senators and Canadian Tire have been partners since 1990 when our fans first welcomed the team’s announced re-entry into the National Hockey League. It is a long and storied partnership we are extremely proud of, and pleased to be able to build upon,” said Senators owner Eugene Melnyk. “Canadian Tire is an iconic brand and is one of the largest hockey retailers in the world. That represents a unique opportunity for both of our organizations to work side-by-side on a wide range of new marketing and community initiatives that will be good for our business, our hockey team and most of all, our fans.”
“As a Family of Companies, we are on a journey to partner with leading sports organizations to promote sport and bring physical activity to the grassroots level. Our new partnership with Senators Sports & Entertainment fits perfectly with what we want to accomplish for our customers,” said Duncan Fulton, senior vice president of corporate affairs for Canadian Tire Corporation. “In January we announced one of the largest commitments to amateur sport in the country with our partnership with the Canadian Olympic and Paralympic Teams as well as five National Sport Federations, including Hockey Canada. Our new partnership with the Senators further extends our authority in sports – from backyard rinks to world-class arenas, no other retailer gets hockey like we do.”
Canadian Tire has been serving the Ottawa-Gatineau region for nearly 80 years. Its local Ottawa Dealers were founding sponsors in re-establishing the Ottawa Senators in 1990 and have been financial supporters of the team ever since.
July of 2013 is expected to be one of the biggest months in the history of the venue, when Paul McCartney, The Eagles, Justin Bieber and KISS will all perform in Ottawa. In 2014, it will host the Canadian Tire National Figure Skating Championships, leveraging Canadian Tire’s existing partnership with Skate Canada
For more details about this exciting new partnership, the full news release is now posted on ottawasenators.com.