Sport Chek has signed a multi-year deal with National Hockey League star Steven Stamkos that will see the Canadian player share exclusive digital content with customers.
Stamkos, a forward for Tampa Bay Lightning, will be featured in ad campaigns and branding that build on the retailer’s #WhatItTakes platform, which is meant to inspire and encourage Canadians to achieve their healthy lifestyle goals and personal version of their ‘better’ selves.
The multi-year strategic partnership, which also includes other FGL Sports-owned brands such as National Sports and Sports Experts, will show the training and determination that fuelled Stamkos’ success as an athlete.
In addition to appearing at Sport Chek stores and events that the retailer sponsors, Stamkos will appear in digital content featuring a behind-the-scenes look at his rise within the NHL.
“Everything we do with Steven is going to have digital content at the heart of it, and Steven has offered us incredible access to exclusive content for our customers,” said Michael Medline, president of Canadian Tire Corporation, in a release.
Stamkos will begin the partnership with a focus on Sport Chek, but as the it continues he may subsequently appear in Canadian Tire advertising efforts since both groups belong to the Canadian Tire Family of Companies.
Sport Chek has made several digital strides recently, including the launch of a “shoppable” YouTube ad that allows consumers to click on clothing items that they can then purchase from its e-commerce site.
It also recently launched its Olympic-themed video campaign from agency of record Sid Lee.
