Maple leaf sports and entertainment is Canadian company that owns teams like Toronto Maple leafs, Toronto Raptors etc. It also owns Air Canada centre and three digital channels. After Rona withdrew as the official sponsor of MLSE, several other retailers wanted to take its place. But finally, the CEO of MLSE, chose Canadian tire to be the new sponsor of MLSE.
The partnership includes all companies owned within the Canadian tire family of Companies like Canadian Tire, Sport Chek, Mark’s, Partsource, and National Sports etc. I personally believe that this is a great deal because Canadian tire has been an offence in sports over the last couple of years. Canadian Tire also added great new stores to the family like Sport Chek and Pro Hockey life. They also added partners like the Canadian Olympic and Paralympic Committees.
The partnership includes plans for MLSE apparel stores in select Canadian tire stores. For the 2014-15 season Marks will become the official uniform provider MLSE event staff at Air Canada Centre. The partnership will also benefit both charities as they will work together to help more families to get involved in organised sports. Mr. Lewis, the CEO, thinks that he has installed a new level of confidence and urgency in the company.
References:
- MLSE Announces Partnership With Canadian Tire.” MLSE Announces Partnership With Canadian Tire. N.p., n.d. Web. 2 Oct. 2014. <http://www.mlse.com/news/mlse_canadiantire_090913.aspx>.