Embracing the Power of Sport

 

 

 

"Canadian Tire strikes sponsorship deal with Olympic team in bid to bolster sports ties"

- Financial Post.

 

"Canadian Tire inks Canadian Olympic sponsorship deal"

 - The Globe and Mail.

 

These are just two of the many headlines from a major announcement made by Canadian Tire in late January.

 

On January 23, 2012 Canadian Tire announced a new partnership with the Canadian Olympic Team and the Canadian Paralympic Team. In an effort to further it's involvement with sport and the community, Canadian Tire committed to an 8-year sponsorship deal. It remains to be seen exactly how the partnership will play out, but this can only be a good thing for the Canadian Olympic Team.. It appears that Canadian Tire is always looking ahead to see new ways to get involved with and give back to the community.

 

 Pictured from left to right: Clara Hughes, Olympian, Marcel Aubut, President, Canadian Olympic Committee, Stephen Wetmore, President and CEO, Canadian Tire Ltd., Benoit Huot, Paralympian, The Honourable Bal Gosal, Minister of State (Sport) at the January 23 sponsorship announcement

 

Image is an important part of any business' success and Canadian Tire is no exception.  Giving back to the community is a great way of creating brand awareness but it also shows people you care.  With the purchase of Forzani Group LTD. in 2011, they are trying to associate the Canadian Tire brand with sports and sporting goods.

 

This truly is a win/win situation for Canadian Tire.  Not only does it raise brand awareness and associate them with canadian sporting goods, but the marketing created by the announcement and further Canadian sporting events is priceless.  Well, actually it's between $4 - $6 million a year.

 

This announcement is certainly a good move for the future of the sporting goods part of Canadian Tire through SportChek and National Sports outlets.  It is sure to be a great partnership!

 

 

 

 

References

 

Shaw, H. (2013, January 23). Canadian Tire strikes sponsorship deal with Canadian Olympic team. Financial Post | Canadian Business News, Investing and Commentary. Retrieved February 18, 2013, from http://business.financialpost.com/2013/01/23/canadian-tire-strikes-sponsorship-deal-with-olympic-team-in-bid-to-bolster-sports-ties/

 

Krashinsky, S. (2013, January 23). Canadian Tire inks Canadian Olympic sponsorship deal - The Globe and Mail. Home - The Globe and Mail. Retrieved February 18, 2013, from http://www.theglobeandmail.com/report-on-business/industry-news/marketing/canadian-tire-inks-canadian-olympic-sponsorship-deal/article7660605/

 

Newswire (2013, January 23). Canadian Tire Corporation, Limited | Canadian Tire Embraces the Power of Sport. CNW Group. Retrieved February 18, 2013, from http://www.newswire.ca/en/story/1103137/canadian-tire-embraces-the-power-of-sport

 

Canadian Olympic Committee (n.d.). Canadian Olympic Committee (COC) - Sochi 2014 Olympic Games. Canadian Olympic Committee. Retrieved February 18, 2012, from http://olympic.ca/