Canadian Tire now sees itself as an embodiment of national values that must also keep up with the times, strategist says. Find out more.
However, one big-name sponsor sang louder than the others. While most companies hedged their bets on Hockey Canada by “pausing” funding, or insisting that their sponsorship dollars could be used only to support women’s teams, Canadian Tire Corp., the century-old purveyor of skates and hockey sticks, stood out by making a clean break, declaring that it was severing all ties with Hockey Canada.
“They’ve been making a real effort to move beyond that stereotype of the guy that shops for tires and some sporting goods and they’ve really been focusing on looking at how to attract the female customer,” Hutcheson said. “With a brand purpose of ‘making life in Canada better,’ that directly conflicts with supporting an organization that has some not-so-good stuff going on right now.
A year prior, Medline had purchased Foranzi Group Ltd., owner of the SportChek and Atmosphere sporting goods chains. And in 2010, it had signed a five-year deal with the National Hockey League to be the league’s official sporting goods retailer and an official partner of the All-Star games and Stanley Cup playoffs. The company also launched the Canadian Tire Hockey School, a series of camps led by NHL athletes for younger players.
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Canadian Tire's break with Hockey Canada shows it's no longer just a store for guysCanadian Tire now sees itself as an embodiment of national values that must also keep up with the times, strategist says. Find out more.
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Canadian Tire's break with Hockey Canada shows it's no longer just a store for guysCanadian Tire now sees itself as an embodiment of national values that must also keep up with the times, strategist says. Find out more.
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Canadian Tire's break with Hockey Canada shows it's no longer just a store for guysCanadian Tire now sees itself as an embodiment of national values that must also keep up with the times, strategist says. Find out more.
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