VIDEO: Sport Chek teams up with the Blue Jays Lawrie

A look at where the retailer's brand is going

Sports equipment and apparel retailer Sport Chek has drafted Toronto Blue Jays third baseman Brett Lawrie for a two-year partnership that includes advertising and promotions.

As part of the agreement, Lawrie will also work with the Sports Experts and National Sports banners, which, along with Sport Chek, are owned by FGL Sports (formerly The Forzani Group).

“With Brett’s obvious dedication to fitness and his sport, this partnership was a natural fit,” said Michael Medline, president of FGL Sports, during an event in Toronto Tuesday. “Brett embodies what Sport Chek stands for. He’s passionate about the game. Brett wears his heart on his sleeve, he brings everything he’s got to the diamond and in his commitment to training. Working together, Sport Chek and Brett will help inspire Canadians of all fitness levels to find their personal best.”

Lawrie, who was present for the press-event-turned-autograph-session, stressed how important training and good equipment are to his sport.

Duncan Fulton, chief marketing officer at FGL Sports Group, was also on hand for the event and spoke with Marketing about the retailer’s upcoming advertising initiatives and how Lawrie fits with the retailer’s brand message: “Your Better Starts Here.”

Fulton said Lawrie would soon be featured in online digital ads showcasing him “not just in baseball but as a great Canadian athlete, perhaps using different sports.”

Sport Chek’s sponsorship team is currently pursuing “more than a handful of deals” with potential partners, said Fulton. In every case, there is a series of brand filters that the prospective partner must meet, he said.

“In some cases a few deals didn’t meet our brand filters, so we walked away from it and other ones we identified teams, athletes, properties and events we want to be associated with,” said Fulton.

“I think in 2013 you will see a lot more branded content coming from Sport Chek,” he said. “You will see a lot more partnerships with other major sports organizations and sports brands and you’ll see a lot more content digitally, in-store.”

Videography by Pam Lau

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