Iconic Canadian sports and retail brands join forces

Canadian TireA couple of iconic brands are joining forces in a partnership that will result in a strong new retail presence.

Canadian Tire Corporation Limited announced Sept. 9 that it has struck a partnership deal with Maple Leaf Sports and Entertainment Corporation.

MLSE owns the Toronto Maple Leafs, Toronto Raptors, Air Canada Centre, Maple Leaf Square, and three digital TV channels, among other assets.

Under the new agreement, Canadian Tire becomes a platinum partner of MLSE. The partnership plans include a new Sport Chek store in Maple Leaf Square and Maple Leaf Sports and Entertainment apparel “stores” in select Canadian Tire stores.

The newest Sport Chek store will emulate the chain’s “digital lab” store in Toronto and a soon-to-open flagship store in West Edmonton Mall.  A news release promised “a world-class retail and digital” experience.

Sports Chek digital experience

At the Toronto Yonge Street Sport Chek, digital innovation is front and centre as part of the shopping experience. The store features a huge array of innovations, including 140 digital screens installed throughout the stores; digital tiles on the walls and custom built into tables; and a gait analysis treadmill.

The store’s digital shoe wall features digital shoes on three 55-inch touch screens. Each digital shoe when selected shows off related product features, Twitter feeds, videos, images and more.

Shoe manufacturer Reebok has also installed a kiosk where consumer can custom design their own running shoes, which are then built and shipped to them within six to eight weeks.

The partnership agreement also sees Canadian Tire become the official retailer of the Toronto Maple Leafs,  Toronto Raptors and the American Hockey League’s Toronto Marlies in a number of channels, including house and home, seasonal and outdoor goods.

As well, Mark’s will outfit all the Maple Leaf event staff at Air Canada Centre, Ricoh Coliseum and BMO field for the 2015 season. 

“Today, we’re delighted that these two Canadian companies, and great Canadian brands, are committed to one another in growing our respective businesses,” Tim Leiweke, president and CEO of MLSE, said in a release.

Canadian Tire REIT announces CFO, CEO

In the second quarter of 2013, Canadian Tire’s retail sales increased to $74.1 million, up 2.1 per cent in the quarter.

The company also announced its lead executives for its new REIT, expected to launch in the next couple of months. Ken Silver, president of Canadian Tire Real Estate Services Limited, will serve as the REIT’s CEO.

Louis Forbes will act as CFO for the Canadian Tire REIT. Most recently, he held positions as executive vice-president and CFO at Primaris, a Canadian-based REIT with $5 billion in assets.

A company shake-up continued this past week at MLSE as Tom Anselmi, the firm’s COO, announced his resignation. Earlier in the week, the company fired the Toronto FC’s president and general manager.



A multiple award-winning reporter, writer and editor for more than 25 years, Charles Mandel most recently worked as the National Observer's climate change reporter. He is a former Atlantic correspondent…

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A multiple award-winning reporter, writer and editor for more than 25 years, Charles Mandel most recently worked as the National Observer's climate change reporter. He is a former Atlantic correspondent…

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