Hockey Canada and Canadian Tire Corporation, Limited announced Wednesday a six-year partnership that
positions Canadian Tire, Sport Chek and Sports Experts as official sporting goods retailer and Mark’s as
official casual and industrial wear retailer of Hockey Canada. Through this partnership, the Canadian Tire
family of companies will work with Hockey Canada to promote the sport and provide opportunities for Canadian
families to get into the game.
In addition to becoming a Hockey Canada partner, the program will focus on grassroots activities aimed at
attracting new players and improving hockey skills while recruiting and retaining coaches and volunteers at
all levels for girls, boys, women, men and sledge hockey. Canadian Tire, Sport Chek and Sports Experts will
also support the “Grow the Game” study in partnership with Hockey Canada and Bauer.
“Canadian Tire is one of the most recognizable and respected brands in the country, and we are thrilled to
have them come aboard as the official sporting goods retailer of Hockey Canada,” said Bob Nicholson,
president and CEO of Hockey Canada. “The partnership we have forged and the commitments they have made to the
growth of the game mean only great things are ahead for the future of hockey at all levels.”
Canadian Tire Corporation, Limited also confirmed a new premier national partnership with the Canadian
Olympic Committee, along with new and expanded partnership agreements with the Canadian Paralympic Committee,
the Canadian Soccer Association, Skate Canada, Alpine Canada Alpin and Canada Snowboard – all designed to
inspire Canadians and encourage lifelong healthy and active living through the ‘power of sport’. Canadian
Tire and Canadian Tire Jumpstart Charities also plan to work with Own the Podium and the Canadian Olympic
Foundation to help more kids get in the game. The Canadian Tire Family of Companies will also be announcing
new athlete sponsorship agreements in 2013, supporting Canada’s best and brightest up and coming talent.
“Our customers are passionate about sport and we are excited to work with Hockey Canada to share the love
of the game with Canadians from coast-to-coast,” said Landon French, vice-president of sport partnerships for
the Canadian Tire family of companies. “From Tyke to pro, our stores, dealers and franchisees have been
supporting hockey in Canada for 70 years. We’re committed to seeing the game grow because we believe sport,
and hockey, is what brings Canadian communities and families together.”
In committing to support amateur sport from the playground to the podium, Canadian Tire also announced an
expansive new grassroots “Learn To” series that will be developed with its sport partners to ensure that more
children in need have the opportunity to learn and participate in sports at an early age. Sport Chek and
Sports Experts also announced a new grassroots “Skills Development” series that will build on core skills and
support amateur athletes as they compete in hockey, soccer, skiing and snowboarding.
As Canada’s largest retailer of sporting equipment, Canadian Tire stores carry a full range of top brands
and exclusive outdoor recreation products specifically designed to offer families excellent value as they
pursue an active, healthy lifestyle.
About Canadian Tire Corporation
Canadian Tire Corporation, Limited (TSX:CTC.a) (TSX:CTC) is a family of companies that includes Canadian Tire
Retail, Partsource, Gas+, FGL Sports (Sport Chek, Hockey Experts, Sports Experts, National Sports, Intersport
and Atmosphere), Mark’s and Canadian Tire Financial Services. With more than 1,700 retail and gasoline
outlets from coast-to-coast, our primary retail business categories – Automotive, Living, Fixing, Playing and
Apparel – are supported and strengthened by our Financial Services division. Nearly 68,000 people are
employed across the Canadian Tire enterprise, which was founded in 1922 and remains one of Canada's most
recognized and trusted brands. For more information, visit corp.canadiantire.ca.
About Hockey Canada
Hockey Canada is the governing body for hockey in Canada and a member of the International Ice Hockey
Federation (IIHF), with a membership through its 13 provincial branch associations of over 700,000 players,
coaches and officials. Hockey Canada is a not-for-profit organization that creates leading-edge hockey
development programs for its members to deliver in communities across Canada, provides consistent rules and
regulations and various other membership services from coast to coast, manages numerous regional, national
and international hockey championships and events, and leads the operation of all teams that represent Canada
in international hockey competition. Hockey Canada’s mission is to “lead, develop and promote positive hockey