OTTAWA, Ontario (June 20, 2013) — Canadian Tire Corp. Ltd. has negotiated "long-term" naming rights to the National Hockey League's Ottawa Senators franchise's arena, which will be known as the Candian Tire Centre.
The agreement will cover a variety of activities, including community sports in the Ottawa-Gatineau region, Canadian Tire said. Financial terms were not disclosed.
The 19,153-seat multi-purpose sports and entertainment facility in suburban Kanata opened in 1996, known originally as The Palladium and Scotiabank Place since 2006.
The partnership with Senators Sports & Entertainment will feature on-site branding opportunities for many of Canadian Tire's retail brands, including Canadian Tire, Sport Chek, Sports Experts and Mark's, as well as opportunities for Canadian Tire Jumpstart Charities.
"The Ottawa Senators and Canadian Tire have been partners since 1990 when our fans first welcomed the team's announced re-entry into the National Hockey League," according to Senators Owner Eugene Melnyk, who called Canadian Tire an "iconic brand" that is one of the largest retailers of hockey gear in the world.
Duncan Fulton, senior vice president of corporate affairs for Canadian Tire, said the partnership "fits perfectly" with his company's strategy to promote sport and bring physical activity to the grassroots level.
In January Canadian Tire partnered with the Canadian Olympic and Paralympic Teams as well as five National Sport Federations, including Hockey Canada.
"Our new partnership with the Senators further extends our authority in sports," Mr. Fultoln said. "From backyard rinks to world-class arenas, no other retailer gets hockey like we do."
Among the specifics of the contract are:
• Naming rights to Canadian Tire Centre, including building, digital, scoreboard and in-ice signage;
• Support for community-based programs including: Future Sens Program, I Love to Skate Program, Canadian Forces Appreciation Night, Jumpstart Game Nights and the Bell Capital Cup;
• An enhanced partnership between Canadian Tire Jumpstart Charities and the Sens Foundation that will provide families in financial need with support in getting their children enrolled in organized sport and recreation;
• The installation of Capital Tickets kiosks at select Canadian Tire, Sport Chek, Sports Experts and Mark's stores in the region;
• Canadian Tire becomes the title sponsor of Senators Sportsnet broadcasts, with reach into Ontario, Quebec and Atlantic Canada;
• Naming rights for rink pads and advertising at the Bell Sensplex and soon-to-be built Richcraft Sensplex;
• Sport Chek and Sports Experts become the exclusive "Team Development Sponsor," tied to the NHL draft, development camp, rookie camp and Ottawa Senators training camp;
• Player and coach involvement in community events hosted by Canadian Tire, Sport Chek, Sports Experts and Mark's; and
• Access to major consumer promotions, including "Ride the Canadian Tire Zamboni" and exclusive offers for customers parking their cars at Canadian Tire Centre.
The soon to be renamed Canadian Tire Centre opened in January 1996. In addition to being the home to the Ottawa Senators, it also hosts the National Basketball League of Canada's Ottawa SkyHawks, is the temporary home of the Ontario Hockey League's Ottawa 67's and stages concerts and family events.
This is the second tire industry partnership with the NHL. Bridgestone Americas owns the naming rights to the Nashville Predators' arena in downtown Nashville through 2019.