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Canadian Tire launches Women's Sport Initiative

Toronto-based Canadian Tire has launched a new Women's Sport Initiative via which it will direct a minimum of 50% of its sponsorship spending to women's professional sport by 2026. The effort also includes a media fund dedicated to increasing the visibility of women's sports on broadcast, digital and social media properties.

“Canadian Tire is proud of our longstanding commitment to gender equity and inclusion in sport, from the playground to the podium and now to the professional arena with the introduction of our Women's Sport Initiative,” said Susan O'Brien, chief brand and customer officer at Canadian Tire. “Helping to pave the way for more equitable opportunities in women's professional sport and inspire a new generation of female athletes is part of how we are bolstering our communities and living our brand purpose, ‘We Are Here to Make Life in Canada Better.'”

The first recipients of the program are: Project 8 Sports, a women's professional soccer league due to launch in 2025; the WNBA Canada Game that will take place on May 13; Canadian Women & Sport's Commercial Women's Sport Initiative, which funds research into investment in women's professional sport in Canada; the Toronto Metropolitan University's Future of Sport Lab; and the ESPNW Summit Canada, which will take place on May 12 in Toronto.

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