Canadian Tire to present PWHL on Hockey Night in Canada
The retailer announced the CBC partnership as it reached its target for investment in women's professional sport.
Canadian Tire will be the presenting partner for PWHL broadcasts on CBC’s Hockey Night in Canada, the company announced on Oct. 14.
The partnership was included in Canadian Tire Corporation’s announcement that at least half of its sports sponsorship investment now goes to women’s professional sport. The company set that target in 2023 through its Women’s Sport Initiative.
Canadian Tire is also launching a national campaign, ‘We’ll Make a Fan Out of You,’ to promote women’s professional sport through broadcast coverage, social content and fan experiences. The company said its next focus is helping Canadians find and follow women’s leagues.
