Sponsorship roundup
By Adnews Staff
Scotiabank has signed a three-year sponsorship agreement with the Canadian Football League. The agreement renews Scotiabank's status as official bank of the CFL. The financial institution will also be the title sponsor of the league's Scotiabank Labour Day Weekend events. The bank will also participate in a program called "Scotiabank Kid Captain," which will give a child between the ages of seven and 14 the chance to participate in six games played by their home team in six cities during the pre-game and the coin toss. Scotiabank will also sponsor Touchdown Atlantic, the first regular season CFL game to be played in Atlantic Canada, on Sept. 26 in Moncton. "We are thrilled to renew our partnership with Scotiabank through 2012 and the one hundredth Grey Cup game," said CFL commissioner Mark Cohon. "The bank's commitment to some of the league's most celebrated traditions such as the Scotiabank Labour Day Weekend, and new initiatives like Scotiabank Kid Captain and Scotiabank Touchdown Atlantic, will help enhance the experience for our fans and their customers."
Canadian Tire has signed a five-year sponsorship agreement with the National Hockey League to become the league's official sporting goods retailer in Canada. Canadian Tire will also be designated an official partner of the NHL Heritage Classic, NHL All-Star Game, Stanley Cup Playoffs, Stanley Cup Final and NHL Face-Off. The agreement also includes the foundation of a program called the Canadian Tire Hockey School. The program will consist of a series of camps that will teach hockey skills to minor league players, lead by NHL hockey experts and including appearances by NHL alumni and coaches. The first of the six events that will take place during the 2010-2011 season will happen in Winnipeg on Sept. 21. "The NHL is a driving force in uniting Canadians around their love of hockey, and in partnering with the iconic Canadian Tire brand, we have the potential to unite them in more ways and in more places," said Keith Wachtel, senior vice-president of integrated sales and marketing for the league. "Expanding our reach into new categories like this will continue to increase the NHL's ability to reach and unite Canadian hockey fans."