Canadian Tire Corporation Champions Gender Equity in Sport

The company invests 50% of its sponsorship spend in women’s professional sports

TORONTO, March 6, 2023 /CNW/ – Canadian Tire Corporation (CTC) today announced its new Women’s Sport Initiative (WSI), a multimillion-dollar investment that will dedicate at least 50% of its sponsorship dollars to women’s professional sports by 2026. The WSI also includes a dedicated media fund to increase the visibility of women’s sport across major broadcast, digital and social platforms, all of which will further support a new era of growth and opportunity.

“Canadian Tire Corporation is proud of our longstanding commitment to gender equality and inclusion in sport, from the playground to the podium and now with the introduction of our women’s sport initiative into the pro arena. Helping pave the way for more equal opportunities to advance women’s professional sport and inspire a new generation of female athletes is part of our efforts to strengthen our communities and live our brand purpose: We Are Here to Make Life in Canada More precisely Susan O’BrienChief Brand and Customer Officer, Canadian Tire Corporation.

The Women’s Sport Initiative includes the addition of five new sports partnerships to its growing roster:

  • Founding partner of Project 8, canada first professional football league for women, scheduled to start in 2025 and governed by Diana Mathesonformer Olympian and Founder and Chief Executive Officer of Project 8 Sports
  • Supporting Partner of the WNBA Canada Game presented by Tangerine, the first-ever WNBA preseason game to be played in Canada, which will be held at the Scotiabank Arena Saturday May 13, 2023
  • First national partner of Canadian Women & Sport’s commercial women’s sports initiative to fund valuable research that demonstrates the business case for continued investment in women’s professional sports Canada
  • corporate partner of Toronto Metropolitan University Future of Sport Lab Providing funding to support the next generation of women leaders in sports innovation
  • Presenting Partner of the first espnW Summit Canada, Bringing together industry leaders and innovators in esports to be held on Friday May 12, 2023In Toronto
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“The next investigations will show that Canada can support a thriving commercial women’s sports market and we are proud to see a historic company like Canadian Tire Corporation stepping up to make meaningful commitments to invest in the space,” said Allison Sandmeyer-Graves, CEO of Canadian Women & Sports. “When we invest in gender equality, we make sport better for everyone.”

“Every child clean Canada Dream about playing the sport they love at the highest level, but unfortunately those opportunities are different for boys and girls,” she said Diana Matheson, former Olympian and Founder and Chief Executive Officer of Project 8 Sports. “That’s why Project 8 was created and initiatives like Canadian Tire’s are so important. Together we can help more girls achieve their dreams of playing sport at a professional level and on home turf. The future is bright and so are we, I’ll start now.”

Today’s announcement expands on CTC’s existing partnerships dedicated to promoting inclusion and diversity in sport, including the Hockey Diversity Alliance, the Carnegie Initiative, the Professional Women’s Hockey Players Association, The Toronto 6ix, The Montreal Force, Hayley Wickenheisers Wickfest, the Canada women’s national para hockey team and ongoing support of the Canadian team’s players by the Canadian Olympic Committee, the Canadian Paralympic Committee and the Canada Games and providing fundraising for Canadian Tire Jumpstart Charities’ Girls in Sport initiatives, which serve over 200,000 girls annually.

Canadian Tire Corporation, Limited, (TSX: CTC.A) (TSX: CTC) or “CTC” is a group of companies that includes a retail segment, a financial services business and CT REIT. Our retail business is operated by Canadian Tire, which was founded in 1922 and provides Canadians with the products they need for life Canada in the Living, Playing, Fixing, Automotive and Seasonal & Gardening business areas. Party City, PartSource and Gas+ are key components of the Canadian Tire network. The retail segment also includes Mark’s, a leading source for casual and industrial clothing; Pro Hockey Life, a hockey specialty store for top players; and SportChek, Hockey Experts, Sports Experts and Atmosphere, which offer the best sportswear brands. More than 1,700 retail and service stations are supported and empowered by CTC’s Financial Services Division and tens of thousands of employees Canada and around the world by CTC and its local dealers, franchisees and petroleum dealers. Additionally, CTC owns and operates Helly Hansen, a leading technical outdoor brand based in Oslo, Norway. Visit for more information.

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