CANADIAN TIRE TO TIDY UP FOR BLUE JAYS
By Adnews Staff
Canadian Tire Corp. Ltd. of Toronto has formed a marketing partnership with the Toronto Blue Jays baseball team which will, in part, outfit the Jays' Fifth Inning Clean-Up Crew with products from the retailer's YardWorks line of lawn and garden tools and outdoor power equipment. Canadian Tire also receives as part of the deal exclusive national marketing rights for sporting goods, prominent visibility within SkyDome and the right to put a Canadian Tire 'Money' Machine in the stadium for the season. The 'Money' Machine invites users to scoop up as much Canadian Tire 'Money' as they can in support of a pair of foundations: Canadian Tire's Foundation for Families and the Toronto Blue Jays Charitable Foundation. "The partnership between Canadian Tire and Canada's national team will provide for enhanced value for our customers and fans right across Canada, as well as dramatic marketing synergies for both organizations," said Mark Lemmon, vice-president of corporate partnerships and business development for the Blue Jays. No dollar value for the deal has been disclosed by the companies.