SBD/Issue 9/Sponsorships, Advertising & Marketing
Bauer Hockey Signs Blackhawks Star Toews As Newest Endorser
Published September 23, 2010
|Toews Lands Five-Year Deal With Bauer To Go
Alongside Role As Canadian Tire Spokesperson
Bauer Hockey has signed Blackhawks C Jonathan Toews as the company's newest endorser. Under terms of the exclusive five-year partnership, Toews will wear Bauer equipment during the '10-11 NHL season and work with the company's product development team to aid future product development. Bauer Hockey will feature Toews in its global marketing efforts. Toews joins Blackhawks RW Patrick Kane on the Bauer roster, and both are expected to play roles in the company's upcoming marketing campaign (Bauer Hockey). SPORTSBUSINESS JOURNAL's Liz Mullen reports Canadian Tire Corp. next month will debut its "first Canada-wide commercial featuring an athlete endorser" when it rolls out ads featuring Toews. The Canada-based retailer selected Toews as its spokesperson "after considering several NHL stars." Canadian Tire VP/Merchandising John Jobin, on Toews: "He is from Canada. We wanted to get someone who was at the cusp of the growth of his career. What is very attractive for us is Jonathan is completely bilingual. He speaks both English and French, and it is not halting French." Mullen notes Toews "is not the only" NHL star landing endorsements. Penguins C Sidney Crosby "will be featured in four TV commercials running in Canada this coming season -- for Reebok, Gatorade, sporting good retailer FGL and restaurant chain Tim Hortons." he popularity of both Toews and Crosby "has seen a huge surge after Canada won Olympic gold" in the Vancouver Games, as Toews "was voted the No. 1 forward in the Games, and Crosby scored the gold-medal-winning goal in overtime." CAA Hockey co-Head Pat Brisson, the agent for both Toews and Crosby, said that he "could not recall a time when multiple young NHL stars would be featured in as many national commercials running in Canada" (SPORTSBUSINESS JOURNAL, 9/20 issue).