MLSE launches long-term Canadian Tire partnership

Maple Leaf Sports and Entertainment, the parent company of NHL ice hockey franchise the Toronto Maple Leafs and NBA basketball team the Toronto Raptors, has agreed a wide-ranging 10-year sponsorship deal with Canadian Tire.

The retail company becomes an MLSE platinum partner and replaces home improvement specialist Rona as the official retail partner for the Maple Leafs and Raptors, along with American Hockey League team Toronto Marlies, in house and home, home improvement, seasonal, and outdoor goods. It will also be the official tyre retailer to all three sporting properties.

Along with in-ice branding and signage for Maple Leafs home games at the Air Canada Centre and opportunities across digital and media platforms, Canadian Tire will launch one of its Sport Chek apparel stores in Maple Leaf Square, replacing the team’s own shop.

The retail element of the partnership extends to Canadian Tire running MLSE outlets in some of its flagship stores, including Mark’s, Part Source, National Sports, Pro Hockey Life and Atmosphere.

Sport Chek becomes the official retail partner for the Maple Leafs, Marlies, and Major League Soccer franchise Toronto FC, in the sporting goods and outdoor goods category, while Canadian Tire’s Mark’s brand will be the official uniform provider for MLSE staff.

Part Source becomes the official retail partner of MLSE teams for automotive accessories, while National Sports, Pro Hockey Life and Atmosphere will all benefit from extensive branding, digital and media assets, as well as promotional opportunities.

Additionally, the partnership will benefit the Canadian Tire Jumpstart and the MLSE Foundation charities.