Just Marketing International has signed on as the motorsports marketing agency for Canadian Tire Corporation. The deal will involve Just Marketing optimising CTC's naming rights sponsorship of the Nascar Canadian Tire Series, and its status as Official Automotive Retailer of Nascar in Canada.

“Canadian Tire is one of the country’s most-trusted companies, among the 35 largest-publicly traded companies and the largest motorsports sponsor in Canada,” said Zak Brown, founder and chief executive of JMI. “Canadian Tire is precisely the type of sector leading corporation that we aspire to serve and a welcome addition to our blue-chip client base.”

Peter Blackwell, vice president of marketing for Canadian Tire Retail, added: “JMI came highly recommended by our existing partners at Nascar. Their initial work with us in defining long-term strategy is superb. We look forward to instilling a plan and activating against this strategy to drive bottom-line returns from our Nascar commitments.”

Nascar opened its Canadian office in 2004 in a joint partnership with Canadian media company TSN and launched the Nascar Canadian Tire Series in 2006.

“Canadian Tire is a very special partner of Nascar in Canada and their success is paramount to us. We are very happy they have aligned with JMI to assist them in driving results,” said Randy Paul, managing director of Nascar Canada.