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SBD/January 24, 2013/Marketing and Sponsorship
Canadian Tire Using Sports Sponsorship Deals In Effort To Grab Retail Market Share
Published January 24, 2013
SHIFT TO AMATEUR SPORTS: In Toronto, Jessica McDiarmid notes the COC sponsorship includes deals with six other Canadian amateur organizations as the company bids “to deepen its ties to a major market: up-and-coming athletes.” The move “signals Canadian Tire’s shift to more aggressive support of amateur sport” following its acquisition of Forzani in ’11. Canadian Tire CEO Stephen Wetmore said, “This allows us truly to get into amateur athletics” (TORONTO STAR, 1/24).