We are thrilled to announce the outstanding achievements of our Sports Partnerships team at this year’s Sponsorship Marketing Awards. The team has been awarded the Gold for Best New Initiative and the Award of Distinction for Diversity, Equity & Inclusion for their outstanding work on the Women’s Sports Initiative, a multi-million-dollar investment by Canadian Tire Corporation. It represents a commitment to direct a minimum of 50% of our sponsorship dollars towards women's professional sport by 2026.
These awards reflect the effort and dedication of our Sport Partnerships team in building the professional women's sports system in Canada. They have established partnerships for Canadian Tire with the various leagues, including becoming the founding partner of both the Professional Women’s Hockey League (PWHL), and the Northern Super League (NSL), a professional women’s soccer league set to debut next year. With the PWHL embarking on its sophomore season, a WNBA Toronto team on the horizon, and the inaugural kickoff of the NSL approaching, we look forward to continuing to drive meaningful and lasting change in women’s professional sports.
In addition to winning two of the biggest awards of the night, the Sport Partnerships team also received an Award of Distinction for Sports under $500,000 for their engaging and entertaining Hometown Hidden Gems content. The series was the result of a fresh, innovative approach to our long-standing partnership with the Toronto Maple Leafs that involved following Max Domi and Ryan Reeves as they explored outdoor activities in Toronto - starting with a shopping trip to Canadian Tire for the essentials.
Congratulations to everyone involved in these achievements! Your hard work and passion continue to drive diversity and inclusion in sport and will inspire future generations of athletes to dream big.
To learn more about the Women’s Sport Initiative, click here.
Check out our most recent ESG Report for more information about our People and Community initiatives.