Hockey Canada Welcomes Canadian Tire, FGL Sports and Mark's As Official Sporting Goods and Casual Clothing Retailer
January 25, 2013

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

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 experiences.”

For more information:

Lisa Dornan
Director, Communications
Hockey Canada
403-777-4557 / 403-510-7046 (mobile)


Morgan Bell
Manager, Communications
Hockey Canada
403-284-6427 / 403-669-1261 (mobile)


Esther Madziya
Coordinator, Media Relations
Hockey Canada


Spencer Sharkey
Coordinator, Communications
Hockey Canada
403-777-4567 / 905-906-5327 (mobile)


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