Testimonial: Canadian Tire Corporation
JMI is very proud of its recently developed relationship with Canada's most iconic retailer. When NASCAR purchased the national stock car series formerly known as CASCAR, Canadian Tire Corporation became the series title sponsor. At the same time, Canadian Tire became the Official Automotive Retailer of NASCAR in Canada. In so doing, the mass merchant with legendary automotive services is credited with supporting the return of NASCAR racing to Canada.
The Canadian Tire Series sponsorship broke new ground in many respects. It widened the sphere of NASCAR racing internationally as well as developed a new operating model for the sport. Through its uniquely integrated commercial rights partnership with Canada's premier sports broadcaster, TSN, series sponsors are able to achieve a highly integrated, turnkey rights and benefits packages.
Canadian Tire's commitment to NASCAR Canada and stewardship of the sport is long-term and comprehensive. The sponsorship began in 2007 as part of a ten year agreement. Now entering the fourth year of that term, Canadian Tire looked to optimize its strategic thinking and further elevate its association. Thus, it engaged JMI to conduct strategic analysis and make recommendations on the future of the sponsorship. The fruits of that labor then took the form of comprehensive planning and the development of an updated marketing plan. Touch points for 2010 will include numerous TSN media integrations, key vendor partnerships, at-track and in-race market activation programming.
Susan Lute, Strategic Marketing Manager for Canadian Tire explains why Canadian Tire reached out to JMI and the benefits of the relationship to date. Ian Charlton, Managing Director of NASCAR Canada explains why they recommended JMI to Canadian Tire and the results they see. Peter Blackwell, VP, Marketing for Canadian Tire explains the 2010 NASCAR objectives and how they will measure success. Finally, Tom Moser EVP, Strategy for JMI will explain the strategy project process and how JMI helps clients achieve optimum return-on-investment.
