BRAMPTON, Ontario — Hockey Canada, the national governing body for grassroots hockey in the country, is extending its decade-old sponsorship relationship with Hankook Tire Canada Ltd. through 2024.
Through the partnership, Hankook Tire Canada will support Hockey Canada's efforts to engage fans and will participate in the group's signature events, including the annual Hockey Canada Foundation Gala & Golf.
Brampton-based Hockey Canada works in conjunction with 13 member branches, the Canadian Hockey League and U Sports in growing the game at all levels.
"Hankook Tire Canada has been a valued and engaged partner of Hockey Canada for 10 years and we are proud to continue working together to deliver best-in-class activations, and opportunities for hockey fans and Hankook customers to enjoy our great game," Hockey Canada President and CEO Scott Smith said.
Through this partnership, Hankook said it taps into Canada's passion for sports to build brand awareness and establish its innovative products in the Canadian market. Hankook branding will be visible in arenas during Hockey Canada games, with rink board advertising, digital banners and social media posts. Additionally, Hankook will host in-arena activations at select games.
Financial terms were not disclosed.
Hockey Canada oversees the management of programs in Canada from entry-level to high-performance teams and competitions, including world championships and the Olympic Winter Games. Hockey Canada is also Canada's voice within the International Ice Hockey Federation.
"We are very pleased to announce the extension of Hankook Tire Canada's partnership with Hockey Canada," said Mr.
Hankook Tire Canada President and CEO In Hyuk Rhee said, "By aligning ourselves with such a respected and reputable organization, we have the opportunity to support one of the nation's favorite pastimes while reaffirming Hankook as a leader in the Canadian market."
Hankook's involvement with Hockey Canada is strengthened through the brands' mandates and purpose, Hankook said. Hankook is about driving emotion through high-performance tires, similar to how sport organizations bring excitement to fans through the game.