- TSN to develop and produce exclusive content for Canadian Tire
and Sport Chek marketing channels -
- Premiere access for CTC retail banners to TSN's exclusive
coverage of Canada's leading
sports events, including the World Juniors, Grey Cup, FIFA Women's
World Cup Canada 2015 and TSN's slate of 130+ NHL games -
- Strategic partnership covers all retail banners in the Canadian
Tire 'family of companies' -
To tweet this release: http://bit.ly/1np951d
TORONTO,
May 26, 2014 /CNW/ - Canadian Tire
Corporation (CTC) today announced a multi-year media, content, and
digital partnership with TSN that includes access to the network's
suite of assets to develop and produce branded content for CTC's
marketing channels. The partnership also includes extensive
traditional marketing and advertising opportunities across
Canada's #1 sports network.
The new partnership follows the recent announcement of TSN's
major expansion to five national feeds beginning in Fall 2014.
Well beyond a traditional advertising partnership, today's
announcement includes an agreement for TSN to develop and produce
original and relevant content for CTC's marketing channels, as well
as exclusive content to be distributed through TSN broadcasts and
through the network's industry-leading digital platforms: TSN.ca,
TSN GO, and TSN BarDown at BarDown.com.
The new digital content produced by TSN will bring to life CTC's
existing sports and athlete sponsorships, deliver the best sports
analysis from TSN's roster of Insiders and experts, and offer
access to Canada's leading sports
events. The increasing volume of new digital content will be
distributed through CTC's marketing channels, including traditional
flyers, new digital flyers, social media channels, online
advertising, in-store traditional and digital displays, and
employee-facing communications.
The new partnership also includes extensive 'traditional'
broadcast access to TSN's exclusive coverage of Canada's leading sports events, including the
upcoming World Juniors, Grey Cup, FIFA Women's World Cup Canada
2015 and TSN's slate of 130+ NHL games, as well as exposure during
SportsCentre, Canada's leading
source for sports news, and TSN's original hockey programming.
As part of the partnership, RDS - Canada's #1 French specialty sports network -
will provide extensive French-language support, with CTC content to
be integrated across the network's slate of industry-leading
platforms including RDS, RDS2, RDS Info, RDS.ca, and RDS GO. RDS,
the official broadcaster of the Montreal Canadiens, will also
incorporate CTC content throughout its comprehensive coverage of
the Habs.
"We are completely re-engineering the nature of our media
partnerships," said Duncan Fulton,
Senior Vice President at Canadian Tire Corporation. "We still
deeply value access to television broadcasts that draw large
audiences, but increasingly we're facing the need to produce unique
and relevant content for our many digital and mobile channels."
"Our customers are rapidly changing their expectation of where
and how we interact with them. The content we share on Facebook has
to be different than Twitter or YouTube or TSN.ca or what you see
on our digital screens in our stores. TSN is an expert in sports
content creation in Canada and
they will help us rapidly scale our capabilities to continue to
inspire our customers and employees," concluded Fulton.
"This is certainly one of the most strategic advertising
partnerships in TSN's history," said Stewart Johnston, President of TSN. "We're very
proud to partner with such an iconic Canadian brand in sports.
There is also a natural cultural alignment between Canadian Tire's
and TSN's executive teams. We all share the same deep commitment to
encouraging kids to get into sports and the importance of lifelong
healthy and active living."
"We loved the vision of creating a partnership that goes well
beyond traditional or digital advertising. It's wonderful to work
with Canadian Tire and be a part of their content strategy. This is
a powerful extension for TSN's brand, with our original content
reaching millions of Canadian Tire customers across their online,
mobile, and in-store marketing channels every day," concluded
Johnston.
The partnership covers all the retail banners in the Canadian
Tire family of companies - which includes Canadian Tire, Mark's,
Sport Chek, Sports Experts, National Sports, Pro Hockey Life,
Atmosphere, PartSource, Gas+, Canadian Tire Financial services and
Jumpstart, the company's nationally registered charity aimed at
helping families with financial difficulties get their kids into
organized sports and activities.
The multi-million dollar partnership is being funded by an
optimization and reallocation of existing CTC marketing and
advertising budgets.
About Canadian Tire
Canadian Tire Corporation, Limited, (TSX:CTC.A) (TSX:CTC) or "CTC,"
is a family of businesses that includes a retail segment, a
financial services division, CT REIT and Canadian Tire Jumpstart
Charities, CTC's affiliated national charity that is dedicated to
removing financial barriers so kids across Canada can participate in sports and physical
activities. Our retail business is led by Canadian Tire,
which was founded in 1922 and provides Canadians with products for
life in Canada across
its Living, Playing, Fixing, Automotive and Seasonal categories.
PartSource and Gas+ are key parts of the Canadian Tire network. The
retail segment also includes Mark's, a leading source for casual
and industrial wear, and FGL Sports (Sport Chek, Hockey Experts,
Sports Experts, National Sports, Intersport, Pro Hockey Life and
Atmosphere), which offers the best active wear brands. The nearly
1,700 retail and gasoline outlets are supported and strengthened by
our Financial Services division and the approximately tens of
thousands of people employed across the Company. For more
information, visit Corp.CanadianTire.ca.
About TSN
TSN is Canada's Sports Leader and
#1 specialty network. With a broad portfolio of multimedia sports
assets, TSN delivers world-class content across industry-leading
platforms including TSN2, TSN.ca, TSN GO, and TSN Radio. Official
broadcaster of the Grey Cup, IIHF World Junior Championship and
FIFA Women's World Cup Canada 2015, TSN's slate of live sports
coverage includes NHL, CFL, NFL, NBA, MLS, Season of Champions
Curling, UEFA Euro 2016, MLB,
Barclays Premier League, Golf's Majors, NASCAR Sprint Cup,
Nationwide and Canadian Tire Series, F1, Grand Slam Tennis, NCAA
March Madness, and Skate Canada events. TSN is a division of Bell
Media, which is part of BCE Inc. (TSX, NYSE: BCE), Canada's largest communications company.
SOURCE TSN