Canadian Tire Corporation has signed a sponsorship agreement with Ottawa-based Senators Sports & Entertainment. As part of the deal, the arena used by the Ottawa Senators hockey team will be renamed the Canadian Tire Centre. Other elements include on-site brand exposure for retail chains Canadian Tire, Sport Chek, Sports Experts and Mark's in the form of building, digital, scoreboard and in-ice signage. The company will also participate in carious community initiatives with the Sens Foundation. Kiosks will be installed in some retail stores in the region that will sell tickets to events at the venue. Canadian Tire will become the title sponsor of Senators broadcasts on Sportsnet. The company also gains the naming rights for the rink pads and advertising at the Bell Sensplex and upcoming Richcraft Sensplex venues. "We are on a journey to partner with leading sports organizations to promote sport and bring physical activity to the grassroots level," said Duncan Fulton, senior vice-president of corporate affairs at Canadian Tire. "Our new partnership with the Senators further extends our authority in sports. From backyard rinks to world-class arenas, no other retailer gets hockey like we do."