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Canadian Tire extends Olympic sponsorships

Canadian Tire of Toronto has renewed its sponsorship agreement with the Canadian Olympic Committee and the Canadian Paralympic Committee for an additional eight years. The retail chain will be a premier national sponsor of the organizations through 2028. Canadian Tire first became a sponsor the these organizations in 2012.

During the upcoming Tokyo 2020 Games, Canadian Tire will support Canadian athletes through marketing efforts and community activities. Subsidiary chains Sports Experts and SportChek will also conduct promotions of support. The company will also conduct a mobile promotion called the Canadian Tire Celebration Zone.

“Our support for Team Canada is deeply embedded in our culture at Canadian Tire and we look forward to cheering on our athletes alongside our vast network of employees and local Associate Dealers this summer,” said Susan O'Brien, chief brand and customer officer at the company. “We are very proud to be extending our support for the Canadian Olympic and Paralympic Committees for another eight years. We know how important collaboration and partnership will be as we work together to rebuild sport and play in communities across the country, helping athletes at all levels get back in the game and thrive.”

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