Canadian Tire has signed a five-year deal making it the official sporting goods retailer of the NHL in Canada.

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.

It also grants Canadian Tire use of NHL trademarks such as the shield logo and individual team marks in its in-store merchandising and advertising.

“The NHL is a driving force in uniting Canadians around their love of
hockey, and in partnering with the iconic Canadian Tire brand, we have
the potential to unite them in more ways and in more places,” said Keith
Wachtel, Senior Vice President, Integrated Sales & Marketing, NHL.
“Expanding our reach into new categories like this will continue to
increase the NHL's ability to reach and unite Canadian hockey fans.”

The agreement also includes the launch of the NHL-powered Canadian Tire
Hockey School (CTHS) and the naming of Stanley Cup winner and Olympic
Gold Medalist Jonathan Toews as CTHS founding member and official
spokesperson.

“As Canada's largest retailer of sporting equipment and a brand steeped
in Canadian history, Canadian Tire is who Canadians trust for their
first pair of skates, stick, helmet and pads. Over the past 90 years,
we've equipped millions of first-time hockey players, like Jonathan
Toews, from head to toe,” said Mike Arnett, President of Canadian Tire
Retail. “Through the Canadian Tire Hockey School, we're building on our
hockey roots to help develop a lifelong enjoyment of the game. We're
also thrilled to add the NHL and Canadian hockey star Jonathan Toews to
our winning team. With this stellar line-up, we've become more than
Canada's hockey store; we're Canada's hockey school.”

Further developing a grassroots connection in Canadian communities,
Canadian Tire will launch the Canadian Tire Hockey School NHL Skills
Camps. These unique camps will provide Canadian minor hockey players the
opportunity to develop and grow their skills through on and off ice
skill development sessions led by experienced NHL hockey experts, with
appearances by NHL alumni and coaches. The first of six Canadian Tire
Hockey School NHL Skills Camps during the 2010-2011 season will take
place in Winnipeg, MB on September 21, 2010. Details for how to win the
chance for your child to be a part of one of these exciting Camps will
be available through www.canadiantirehockeyschool.ca in late August.


NHL And Canadian Tire Unveil New Hockey School


Selling more hockey sticks and pucks than any other retailer in the
world, Canadian Tire has been the inspiration for millions of hockey
firsts for players from coast to coast. The CTHS website will offer
unparalleled content for Canadian hockey players, parents, coaches and
fans. The robust site will deliver a full range of tips, drills,
training and equipment advice that will help develop young players as
they progress through their hockey career; support coaches in getting
the most out of the game and their players; and help parents be the best
hockey parents they can be.

“Canadian Tire has been a part of my hockey story since the very
beginning – it's where my grandfather bought me my first pair of skates
and my first stick,” said Jonathan Toews. “I'm proud to be a part of
Canadian Tire's all-star team, and the founding member of CTHS. This
exciting new program is sure to play a significant role in developing
the next generation of Canada's hockey stars, on and off the ice.”

From how to play on a backyard rink or advance in a local house league,
to knowing how hockey gear fits and what it costs, CTHS will offer
unique subject matter expertise and practical insights into how to
mentor, parent and become a well-rounded player. CTHS members also will
receive exclusive NHL-related offers and promotions, including a chance
to win a trip with two tickets and VIP treatment to the NHL All-Star
Game, the NHL Heritage Classic™ and a Stanley Cup Final game.

This is Canadian Tire's first formal sponsorship agreement with the NHL. The sponsorship had been open for a year but was previously held by Home Depot in a different incarnation.

Canadian Tire Corporation has 480 stores across Canada.