TORONTO – TSN and Canadian Tire Corporation (CTC) announced a multi-year media, content, and digital partnership Monday that will see the sports network develop and produce branded content for CTC’s various marketing channels.
Financial terms were not specifically disclosed, but the joint announcement said that the “multi-million dollar partnership” is being funded by “an optimization and reallocation of existing CTC marketing and advertising budgets.”
The deal extends to all of the retail banners in the Canadian Tire family of companies, including 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.
It also includes “traditional broadcast access” to TSN’s big ticket events such as the upcoming World Juniors, Grey Cup, FIFA Women’s World Cup Canada 2015 and TSN’s 130+ NHL games, as well as exposure during its daily sports news show SportsCentre. In addition, CTC content will be integrated across French-language sports service RDS and it’s platforms, as well as in its coverage of the Montreal Canadiens.
“This is certainly one of the most strategic advertising partnerships in TSN’s history,” said TSN president Stewart Johnston, in the announcement. “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.”
“We are completely re-engineering the nature of our media partnerships,” added 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.”
