Canadian Tire is Canadian Hockey


I was recently invited to a Canadian Tire press conference announcing their new five-year partnership with the NHL to become the League’s Official Sporting Goods Retailer of the NHL in Canada. While I was unable to attend the event, which included a one-on-one interview with Olympic Gold Medalist and Stanley Cup winner Jonathan Toews, the promotion company generously offered a media release for the site.

The agreement with the NHL includes the following for Canadian Tire: a five-year NHL partnership, 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.”

Canadian Tire will also be presenting the Canadian Tire Hockey School NHL Skills Camp across Canada. The purpose of each camp is to help children develop their hockey skills both on and off the ice in sessions that feature NHL Alumni and Coaches. The first six skills camps will take place in Winnipeg, Manitoba on September 21, 2010. If you would like to win an opportunity for your child to participate, visit Canadian Tire Hockey School for more information.

The Canadian Tire Hockey School site will be an in-depth, informative site that will aid players with tips and drills to improve their hockey play, address opportunities for Coaches to motivate their players to their fullest potential, and support parents in becoming the best hockey Mom or Dad 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.”

Canadian tire will also be featured as an Official Partner of the NHL Heritage Classic™, NHL All-Star Game, Stanley Cup® Playoffs, Stanley Cup Final and NHL Face-Off™.

“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.”

Canadian Tire is certainly Canadian Hockey.

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Micheal A. Aldred