In September of last year, Maple Leafs Sports and Entertainment (MLSE) browsed their options as to which company should be their next sponsor. Although a number of American retailers were interested in the opportunity, the Maple Leafs decided to go with Canadian Tire for one simple reason: they’re Canadian. Tim Leiweke, the new Chief Executive Officer of MLSE stated that much of his decision “[had] a lot to do with the fact that it’s a Canadian Company” and Canadian Tire Corp. Ltd. is a “unique asset of this country and culture”. The 10-year deal will allow Canadian Tire and its various retailers, such as Sport Check and Atmosphere, to put its logos on the ice and other strategic locations that can be associated with the Maple Leafs Team. The Leaf’s previous sponsor, Rona, was also a Canadian company, which means MLSE is aiming to continue its successful resonance with the Canadian demographic.
Retaining a sense of national pride as part of a value proposition makes sense if we’re talking about the marketability of a Canadian hockey team. However, the Leafs are in a hockey league that stretches into the USA, where consumers might not associate as strongly with a Canadian Tire Logo. If MLSE’s customer segment is limited to only Canadian citizens with a strong sense of national pride, then partnering with Canadian tire was a smart move. However, if and when MLSE decides that they want to sell Leafs Jerseys with a Canadian Tire logo in the USA, audiences may not associate as strongly. In that case, MLSE would have to work hard to come up with a unique point of difference to add to their value proposition, one that can benefit their consumers regardless of their nationality. Having American sports stars on the team, such as Phil Kessel and James van Reimsdyk, might be a good start, but aside from using national Canadian pride as a marketing tactic, MLSE’s partnership with Canadian Tire may not be extremely effective in the big picture of marketing.
Work Cited
Marina Strauss. “Canadian Tire takes over as MLSE sports team sposor.” The Globe And Mail. theglobeandmail.com, 9 Sep. 2013. Web. 4 October