Canadian Tire has signed a multi-year agreement with NASCAR Canada to become the title sponsor of a new auto racing series. The NASCAR Canadian Tire Series will launch in May 2007, consisting of a national schedule of 10 to 12 races. NASCAR Canada will provide sponsorship, licensing, marketing and media support for the series. As part of its agreement, Canadian Tire will also be the official automotive retailer of NASCAR in Canada. The company will offer exclusive customer promotions, seasonal marketing programs and national advertising and in-store programs in association with NASCAR Canada. Canadian Tire will also develop a new line of NASCAR-branded automotive products. “It's a natural fit, as our fan base is Canadian Tire's customer,” said Randy Paul, managing director of NASCAR Canada.
Ford of Canada and Sears Canada have signed-on to sponsor a new 10-hour television series from CBC called “Hockey: A People’s History.” The series will run for five weeks beginning Sept. 17. Ford will the presenting sponsor of the program, while Sears will be an official broadcast and merchandise sponsor. The Ford sponsorship includes 30-second commercials, billboards on CBC Television and CBC Radio, and logo integration on the program’s website and the series DVD. The Sears brand will be incorporated into several promotional platforms in support of the retailer’s Christmas Wish Book DVD. This catalog DVD, which will be distributed to 400,000 households nationally, will also contain the first hour of the series. Sears will also sell limited edition branded memorabilia and apparel through its website, which will be promoted during the broadcasts. The agreement also includes 30-second commercials and website and DVD exposure.