Sponsorship roundup
By Adnews Staff
Canadian Tire has signed an eight-year sponsorship agreement with the Canadian Olympic Committee. The company will be a national sponsor of the Canadian Olympic team in the name of its retail subsidiaries Canadian Tire, Sport Chek and Sports Experts. The company has also formed sponsorship agreements with six amateur sport organizations: the Canadian Paralympic Committee, the Canadian Soccer Association, Skate Canada, Hockey Canada, Alpine Canada Alpin and Canada Snowboard. Canadian Tire has also announced a new program called "Learn To" that will provide opportunities for children in need to participate in sports. Sport Chek and Sports Experts will found a new program called "Skills Development" that will support training for amateur athletes in the sports of hockey, soccer, skiing and snowboarding. Canadian Tire has also launched a national employment program that will offer athletes flexible work schedules to allow for their training. The company also plans to promote Canadian athletes in marketing and advertising materials for all of its retail banners, including Canadian Tire, Sport Chek, Sports Experts and Mark's. "At Canadian Tire, we believe in the power of sport to inspire greatness and change the lives of all Canadians," said Stephen Wetmore, President and CEO, Canadian Tire. "Our involvement in sport goes back decades and is part of our DNA. From the products and apparel we bring to Canadians everyday in our stores to the local teams we sponsor in our communities, no other company gets sports like Canadian Tire."