Canada's leading sports retailer, Sport Chek, signed Canadian National Hockey League (NHL) star Steven Stamkos to a multi-year strategic partnership. The partnership will see Stamkos play an important role in the company's branding and advertising campaigns, which aim to inspire customers to find their 'better' and celebrate the journey of #whatittakes to become an elite Canadian athlete.
The unique partnership includes exclusive behind-the-scenes digital content of Stamkos' journey as one of the elite players in the NHL, as well as appearances at Sport Chek stores and events sponsored by the retailer.
The partnership will support the entire business group of FGL Sports, including Sport Chek, Sports Experts, National Sports and Pro Hockey Life. As part of the Canadian Tire Family of Companies, the partnership also allows for Stamkos to represent Canadian Tire throughout the term of the partnership, although the initial focus will be for Sport Chek, the Official Sports Store for Canada's Olympic Team. Stamkos will also become an Ambassador for Canadian Tire Jumpstart, a program dedicated to removing barriers so children can participate in organized sport and recreation.
“I am excited to be joining the Sport Chek and the Canadian Tire Family of Companies. As a kid growing up in Canada, I know how Canadians admire and trust the brands,” said Steven Stamkos. “It is my hope that by working with Sport Chek, we will be able to inspire millions of Canadians to live healthy, active lifestyles and gain all the positives that come from sport.”
“There are very few athletes that match the dedication, passion and commitment of Steven and we are grateful to be working with him,” said Michael Medline, President of Canadian Tire Corporation. “Steven Stamkos is young, digitally savvy and one of the best hockey players in the world. 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.”
“Steven had recently suffered his injury when Sport Chek called to express their desire for a long-term partnership,” said Don Meehan, the agent for Stamkos and President of Newport Sports Management Inc. “This partnership is a telling sign that Sport Chek is a company that is committed to long-term performance and celebrating the very best Canadian talent on a world stage.”
About FGL Sports: FGL Sports Ltd. is Canada's largest national retailer of sporting goods, offering a comprehensive assortment of brand-name and private-brand products and operating more than 400 stores from coast to coast, under the following corporate and franchise banners: Sport Chek, Sports Experts, Atmosphere, National Sports, Intersport, Nevada Bob's Golf, Hockey Experts, the Tech Shop, Pro-Hockey Life and S3. FGL Sports also has websites for several of its corporate and franchise banners which can be accessed through its main website at www.FGLSports.com.