The deal came as Canadian Tire also confirmed six new and expanded partnership agreements with the Canadian Paralympic Committee (CPC), the Canadian Soccer Association, Skate Canada, Hockey Canada, Alpine Canada Alpin and Canada Snowboard.

The deal represents the largest commitment of its kind to amateur sport in Canada.

"Thanks to the long-term investment of Canadian Tire Corporation, our Canadian Olympic athletes will have more of what they need to be Canada's champions here at home and around the world," said COC President Marcel Aubut.

"It is fitting that a company which, over the decades, has supplied so many Canadian children with their sport equipment will now be going even further; it will be helping them reach the podium.

"Their long-standing commitment to sport and to providing Canadians with all they need to live active lives will help further engage Canadians in support of all our athletes."

In addition to the deal, Canadian Tire and Canadian Tire Jumpstart Charities also plan to work with Own the Podium and the Canadian Olympic Foundation to help more kids get involved in sport.


"At Canadian Tire, we believe in the power of sport to inspire greatness and change the lives of all Canadians," said Canadian Tire Corporation President and chief executive Stephen Wetmore.

"Our involvement in sport goes back decades and is part of our DNA.

"From the products and apparel we bring to Canadians every day in our stores to the local teams we sponsor in our communities, no other company gets sports like Canadian Tire.

"Our companies embody the spirit of our best athletes, we have championed the ideals of sport and we have earned the right to be associated with the highest levels of sport in Canada."

The deal represents Canadian Tire's latest high profile sports sponsorship as the company already has deals with the NHL, NASCAR, the Canada Games and the Canadian Sports Hall of Fame.

Contact the writer of this story at [email protected]