The National Hockey League has a new equipment manager.
Canadian Tire has signed a five-year deal making it the official sporting goods retailer of the NHL in Canada. While the NHL doesn’t disclose the value of its sponsorship packages, a league spokesperson described it as “significant.”
The deal grants Canadian Tire official partner status in Canada, and allows it to activate marketing programs against several marquee events on the NHL calendar–including the NHL Heritage Classic, NHL All-Star Game, Stanley Cup playoffs and the Stanley Cup Finals. It also includes advertising inventory on the NHL.com website.
“Official sporting goods retailer” is an overarching designation that includes several subcategories, including home improvement, hardware store, auto service partner and tool and paint retailer. It grants Canadian Tire use of NHL trademarks such as the shield logo and individual team marks in its in-store merchandising and advertising.
According to John Jobin, Canadian Tire’s vice-president of merchandising, fixing and playing, the retailer’s market research found that following the NHL is a high priority for 97% of its so-called “high-value” customers, and that the league is an “integral” part of life for 87%.
Canadian Tire, he added, is the world’s number one seller of hockey equipment by unit.
The deal also includes the launch of the “NHL-powered” Canadian Tire Hockey School, an online environment catering to players, coaches and parents that features everything from tips and drills to training and equipment. Olympic gold medalist and Chicago Blackhawks captain Jonathan Toews is the school’s official spokesperson and founding member.
This virtual environment will be complemented by the Canadian Tire Hockey School NHL Skills Camps, a series of on-ice camps for minor hockey players that will feature NHL experts and alumni. The first camp is scheduled for Sept. 21 in Winnipeg.
This is Canadian Tire’s first formal sponsorship agreement with the NHL, although Jobin noted that the retailer has an ongoing relationship with the league through its sales of NHL merchandise.
An NHL spokesperson noted that this particular sponsorship category has been open for the past year. It was previously held by The Home Depot, albeit in a slightly different incarnation.
