Canadian Tire Corp. signed a multi-year, multi-million dollar media, content and digital partnership with sports network TSN. The partnership includes access to the network’s ability to develop and produce branded content as well as advertising opportunities.
“We are completely re-engineering the nature of our media partnerships,” said Duncan Fulton, senior vice president at Canadian Tire Corp. “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.”
As part of the agreement, TSN will develop and produce original content for Canadian Tire’s marketing channels as well as exclusive content for TSN broadcasts and digital platforms – TSN.ca, TSN Go and TSN BarDown. Canadian Tire will also receive extensive broadcast access as part of the deal, it said. The company will have access to coverage of Canada’s sporting events, including the upcoming World Juniors, Grey Cup, FIFA Women’s World Cup Canada 2015 and TSN’s slate of 130-plus NHL games.
