Maple Leaf Sports & Entertainment, Canadian Tire sign partnership deal

Hockey fans can expect to see the Canadian Tire logo in-ice during Toronto Maple Leafs home games at the Air Canada Centre under a new partnership with Maple Leaf Sports & Entertainment Ltd.

Deal includes in-ice branding, Sport Chek store in Maple Leaf Square, MLSE apparel in Canadian Tire

As part of its deal with Maple Leaf Sports & Entertainment, Canadian Tire will be able to have its logo and brand name displayed in-ice at the Air Canada Centre in Toronto. (Fred Thornhill/Reuters)

Hockey fans can expect to see the Canadian Tire logo in-ice during Toronto Maple Leafs home games at the Air Canada Centre under a new partnership with Maple Leaf Sports & Entertainment Ltd.

The two companies announced an extensive and sweeping business partnership Monday that they say "matches up Canada's leading sports retail brands and the country's largest professional sports organization."

In addition to extensive branding, the partnership includes plans for a new Sport Chek store in Maple Leaf Square and MLSE apparel stores in select Canadian Tire stores.

The partnership involves Canadian Tire, Sport Chek, Mark's, Partsource, National Sports, Pro Hockey Life and Atmosphere — all companies owned by Canadian Tire.

Under MLSE, the partnership includes the Toronto Maple Leafs, Toronto Raptors, Toronto FC, Toronto Marlies, the MLSE Foundation, Air Canada Centre, BMO Field, Ricoh Coliseum, Real Sports Apparel and Real Sports Bar & Grill.

The partnership also includes exclusive consumer promotions.

Canadian Tire will get premium brand positioning at Air Canada Centre, including in-ice at Toronto Maple Leafs home games.

"MLSE and our teams are thrilled to partner with Canadian Tire Corporation," Tim Leiweke, president and CEO of MLSE, said Monday in a statement.