Canadian Tire Corporation

The Situation

Canadian Tire Corporation is a publicly traded family of companies that includes multiple retail brands in automotive, homewares, apparel and sporting goods. The Corporation supports numerous sporting and charitable events, and is the title sponsor of the Canadian Sports Hall of Fame induction ceremonies gala event. In 2014 Canadian Tire offered a new top-tier sponsorship package with a $50,000 annual fee, a five-fold increase over the previous year’s fees. It was imperative to appeal directly with the target sponsor’s C-Suite executives who would have the authority to approve the expenditure.

Our Strategy

Field Day developed three different creative concepts that would immediately get the attention of busy executives and encourage a positive response. The theme of the selected concept was the “League of Champions, and C-Suite executives were invited to join this exclusive group of corporate peers. The handcrafted wooden package was branded with the League of Champions logo and included a personal invitation from CEO Michael Medline, a Louisville Slugger baseball bat, wood framed sunglasses crafted from a Louisville Slugger bat, and a personalized trading card with the executive’s image, their player timeline (their employment history from their C.V.) and fun facts. Sponsorship of the Hall of Fame gala quickly sold out and extra tables were added to accommodate the unprecedented interest. Field Day developed the sponsorship package for the 2015 Hall of Fame gala, which also sold out, and a custom package to invite Canadian Tire franchise owners to the 2016 Rio Olympics.

What we did:


Strategies and concepts to engage senior executives at Fortune 500 companies.


Creative development of sponsorship packages including full size mockups.


Sourcing and management of multiple suppliers, production, assembly and distribution of packages.
C-Suite Recipients
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