Canadian Tire commits half its sponsorship dollars to women’s professional sports
Canadian Tire Corp. has announced a new commitment to improve gender equity in sports, saying at least half the money it spends sponsoring professional sports will go towards women by 2026.
The company says it has added five new sports partnerships to its roster and will boost its existing support for organizations that drive inclusion and diversity in sport. The parent company of stores like Canadian Tire, SportChek and Pro Hockey Life says it has also created a dedicated media fund to increase the visibility of women’s sport.
“Canadian Tire Corp. is proud of our longstanding commitment to gender equity and inclusion in sport from the playground to the podium and now to the professional arena with the introduction of our Women’s Sport Initiative,” she said in a statement.
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