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The new Professional Women’s Hockey League (PWHL) has agreed a deal with Canadian Tire to become its first sponsor.
Contract:
- Sports Business Journal (SBJ) reports that it is a multimillion-dollar deal over three years
- Canadian Tire will be granted marketing rights and exclusivity in the sporting goods and mass merchandise retail category in Canada
- Company also secures marketing opportunities during broadcasts of league games, as well as for player appearances and in-arena signage
- Canadian Tire will be the presenting partner of the league’s inaugural draft on 18th September
Context:
The PWHL was formed in June following a deal made by an investment group led by Los Angeles Dodgers owner Mark Walter and his wife Kimbra to acquire the Premier Hockey Federation’s (PHF) assets.
Since then, the league has announced the six markets that would house its franchises for its first season.
This new partnership will support Canadian Tire’s women’s sports initiative, which has committed the brand to spending at least 50 per cent of its sponsorship budget towards women’s professional sports by 2026.
Comment:
“Canadian Tire Corporation is raising the bar for investment in our sport and making history as the PWHL’s first founding partner,” said Stan Kasten, a member of the PWHL board of directors.
“Their support signifies a pivotal moment in our growth as we shape the future of women’s hockey and champion equality and empowerment together through our sport.”
Coming next:
The PWHL will look to expand its roster of sponsors ahead of its first season, with the league telling SBJ it would prioritise selling binational marketing rights spanning the US and Canada, before making deals limited to one country or the other.
