Canadian Tire to Sponsor NHL, Toews in Canada

Toronto, Ontario (August 20, 2010) – Canadian Tire, Canada’s largest hockey retailer, and the National Hockey League today announced that Canadian Tire has signed a partnership agreement with the NHL® to become the League’s Official Sporting Goods Retailer of the NHL in Canada. The agreement includes a hat trick of exciting announcements: 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.”

Further developing a grassroots connection in Canadian communities, Canadian Tire will launch the Canadian Tire Hockey School NHL Skills Camps. These unique camps will provide Canadian minor hockey players the opportunity to develop and grow their skills through on and off ice skill development sessions led by experienced NHL hockey experts, with appearances by NHL alumni and coaches. The first of six Canadian Tire Hockey School NHL Skills Camps during the 2010-2011 season will take place in Winnipeg, MB on September 21, 2010. Details for how to win the chance for your child to be a part of one of these exciting Camps will be available through in late August.

In addition to becoming an Official NHL Partner in Canada, Canadian Tire will now be designated 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.”

NHL And Canadian Tire Unveil New Hockey School

Selling more hockey sticks and pucks than any other retailer in the world, Canadian Tire has been the inspiration for millions of hockey firsts for players from coast to coast. The CTHS website will offer unparalleled content for Canadian hockey players, parents, coaches and fans. The robust site will deliver a full range of tips, drills, training and equipment advice that will help develop young players as they progress through their hockey career; support coaches in getting the most out of the game and their players; and help parents be the best hockey parents 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.”

From how to play on a backyard rink or advance in a local house league, to knowing how hockey gear fits and what it costs, CTHS will offer unique subject matter expertise and practical insights into how to mentor, parent and become a well-rounded player. CTHS members also will receive exclusive NHL-related offers and promotions, including a chance to win a trip with two tickets and VIP treatment to the NHL All-Star Game, the NHL Heritage Classic™ and a Stanley Cup Final game.

To join the Canadian Tire Hockey School and get ready for the upcoming hockey season, visit

About the NHL

The National Hockey League, founded in 1917, is the second-oldest of the four major professional team sports leagues in North America. Today, the NHL consists of 30 Member Clubs, each reflecting the League’s international makeup, with players from more than 20 countries represented on team rosters. According to a Simmons Market Research study, NHL fans are younger, more educated, more affluent, and access content through digital means more than any other major professional sport. The NHL entertains more than 250 million fans each season in-arena and through its partners in national television (VERSUS, NBC, TSN, CBC, RDS, RIS, ESPN America, ASN and NHL Network™) and radio (NHL Radio™, Sirius XM Satellite Radio and XM Canada). Through the NHL Foundation, the League’s charitable arm, the NHL raises money and awareness for Hockey Fights Cancer™ and NHL Youth Development, and supports the charitable efforts of NHL players. For more information on the NHL, log on to

About Canadian Tire Corporation

Canadian Tire Corporation, Limited (TSX: CTC.a, CTC), is one of Canada’s most shopped general retailers with 480 Canadian Tire stores across the country. Our core retail and automotive operation is strengthened by PartSource, an automotive parts specialty chain; Canadian Tire Petroleum, one of the country’s largest independent retailers of gasoline; Mark’s “Clothes That Work,” a leading retailer of men’s, women’s and work apparel; and, Canadian Tire Financial Services, which has issued over five million Canadian Tire MasterCard credit cards. More than 58,000 Canadians work across Canadian Tire’s organization from coast-to-coast in the enterprise’s retail, financial services and petroleum businesses.

About Jonathan Toews

Born in Winnipeg Manitoba, Jonathan Toews is a Stanley Cup Champion and Olympic Gold Medalist. Toews currently plays for and is team captain of the Chicago Blackhawks, making him currently the youngest captain in the NHL, and the third youngest full captain in NHL history. The fully bilingual Toews competes internationally for Team Canada, having won gold medals at the 2005 World U-18, the 2005 World U-18 Hockey Challenge, 2006 and 2007 World Junior Championships, 2007 World Championships, and the 2010 Winter Olympics (a tournament in which he was named Best Forward). Toews won the Stanley Cup in 2010, becoming the second-youngest captain ever to win the Stanley Cup, and was presented with the Conn Smythe Trophy as the playoff MVP. After winning the Cup, Toews passed Peter Forsberg as the youngest player to be inducted into the Triple Gold Club. As recognition for his ongoing contribution to his community, In July 2010 the City of Winnipeg gave Toews the Keys to the City.


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