Ottawa’s Scotiabank Place will be renamed the Canadian Tire Centre, the team recently announced.
Senators owner Eugene Melnyk said the new strategic partnership between Senators Sports & Entertainment and the Canadian Tire Corporation included, but is not limited to, naming rights for the arena. The new agreement will officially take effect July 1, 2013 and comes with an opportunity for renewal every ten years, with an unlimited amount of renewals.
In addition to the naming rights, the partnership with Canadian Tire includes building, digital, scoreboard and in-ice signage as well as support for community-based programs, an enhanced partnership between Canadian Tire Jumpstart Charities and the Sens Foundation to provide support for families in financial need to get children involved in sport, as well as a number of other title sponsorship opportunities for various Senators initiatives.
Canadian Tire will also become the title sponsor of the Senators’ Sportsnet broadcasts.
The partnership will feature branding opportunities for a number of the retail entities that fall under the Canadian Tire Corporation such as Sport Chek, Sports Experts and Mark’s, a clothing retailer that will serve as the official outfitter of event and facility staff with assorted apparel from Denver Hayes.
Having the ability to have so many of its properties and programs tie into the Senators is what made the deal so appealing to the Canadian Tire Corporation.