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Canadian Tire signs marketing agreement with TSN

Canadian Tire has signed a multi-year marketing agreement with TSN. Under the terms of the agreement, the television specialty channel will develop branded content for Canadian Tire's marketing channels, as well as exclusive content to be distributed through TSN broadcasts and through its digital properties. The content will focus on Canadian Tire's sports and athlete sponsorships and will feature a number of TSN personalities. The content will be distributed through flyers, new digital flyers, social media services, online advertising, in-store displays, and employee communications. The agreement also includes traditional advertising on TSN. RDS will provide French-language support for the initiative.

"We are completely re-engineering the nature of our media partnerships," said Duncan Fulton, senior vice-president of Canadian Tire. "We still deeply value access to television broadcasts that draw large audiences, but increasingly we're facing the need to produce unique and relevant content for our many digital and mobile channels. Our customers are rapidly changing their expectation of where and how we interact with them. The content we share on Facebook has to be different than Twitter or YouTube or or what you see on our digital screens in our stores. TSN is an expert in sports content creation in Canada and they will help us rapidly scale our capabilities to continue to inspire our customers and employees."

The marketing program will include all of the company's retail chains, including Canadian Tire, Mark's, Sport Chek, Sports Experts, National Sports, Pro Hockey Life, Atmosphere, PartSource and Gas+, as well as Canadian Tire Financial Services and the charity Jumpstart.

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