Canadian Tire inks long-term deal with Ottawa Senators

Company VP Duncan Fulton on the deal that includes the Sens arena being renamed the Canadian Tire Centre.
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Canadian Tire and the NHL’s Ottawa Senators recently unveiled the details of a new eight-year partnership that will see the team’s arena, formerly called Scotiabank Place, renamed the Canadian Tire Centre.

The naming rights include branding and activation opportunities on digital, scoreboard and in-arena signage for all brands in the Canadian Tire family, including Sport Chek, Sports Experts, National Sports and Mark’s.

Additionally, Canadian Tire becomes the title sponsor of Senators games broadcast on Sportsnet, and Sport Chek and Sports Experts become the exclusive team development sponsors, tied to the NHL draft and the team’s training camps.

Meanwhile Mark’s has the opportunity to become the official outfitter of the Canadian Tire Centre, and Frank Finnigan’s, the in-arena restaurant, will be redesigned and renamed the Sport Chek Sports Bar & Grill.

The deal will also see Canadian Tire install ticket kiosks in select stores in the Ottawa region, allowing consumers to purchase tickets to all Sens events at the Canadian Tire Centre, and allow access to major consumer promotions, including “ride the Canadian Tire zamboni” and exclusive offers for consumers using the arena parking lot.

Rounding out the agreement, Canadian Tire will support community-based program like the Future Sens Program, and its Jumpstart Charities will work more closely with the Sens Foundation to support families in financial need in getting their children enrolled in sports.

Duncan Fulton, VP of corporate affairs, Canadian Tire Corporation, tells MiC that the partnership was seen as a natural extension of Canadian Tire’s existing relationship with the Sens, which began in the ’90s when the team rejoined the NHL.

He adds that this partnership, along with other recent partnerships like those with the Canadian Olympic Team and Adidas, are part of the brand’s long-term strategy when it comes to sports, and will be a key part of Canadian Tire’s advertising over the coming years.

He says the partnership is also a strong vehicle for an upcoming rebranding of Mark’s, which will look to expand further into the casual menswear category.