KAL TIRE AND MICHELIN TEAM UP FOR CFL’S MOST VISIBLE SPONSORSHIP ASSET
Western CFL teams to don Kal Tire and Michelin jersey patches through 2019 season
TORONTO (July 13, 2018) – Canadian Football League (CFL) teams in the West Division have had a new look in the first five weeks of the 2018 season: patches for Kal Tire and Michelin. The official tire retailer and tire of the CFL will be featured prominently on team jerseys for the entirety of the 2018 and 2019 regular season and playoffs.
“Kal Tire and Michelin have been proud partners of the CFL and our teams for years, and we’re excited to bring our brands even closer together by integrating them into the fabric of our games,” said Tyler Mazereeuw, Chief Revenue Officer, CFL. “Celebrating great Canadian traditions and communities is at the heart of this partnership, which provides fans with added value through Kal Tire and Michelin rewards and access to take in exciting CFL action live.”
Fans will also have an exciting opportunity to get a jump on future CFL action through this partnership. Beginning September 17, fans and customers who purchase a set of Michelin tires at any Kal Tire location will automatically receive a pair of tickets to a regular season game, while quantities last. In addition, each customer will also be entered into a draw for the grand prize: a chance to win a VIP experience trip to the 106th Grey Cup presented by Shaw in Edmonton.
“Michelin always welcomes new ways to connect with the community,” said Sylvaine Cuniberti, Marketing Director, Michelin Canada. “We’re very excited to provide our customers with an opportunity to experience the CFL live.”
To celebrate big plays, home team advantage and the incredible passion of CFL fanbases, Kal Tire will also continue their ‘Drive for 35’ initiative. This program allows fans in all of the CFL’s Western markets the opportunity to win $100 off a set of tires when the home team scores 35 points or more at home at all regular season games through Labour Day weekend.
”We are thrilled to announce the expansion of our CFL and Michelin relationship to include jersey patches in the Western Division for the next two seasons”, said Greg Waring, VP Marketing at Kal Tire. “In addition to our long standing Drive for 35 program, we’re really looking forward to adding even more customer value with the opportunity to reward customers with game tickets this fall”. All these elements and programs shine a spotlight on the talent of CFL players, the excitement of home stadiums on CFL game days, and the work that Kal Tire and Michelin do to provide support and quality service for Canadians and their tires.
Playoffs begin in November as the regular season culminates in a battle to reach the 106th Grey Cup presented by Shaw. Kal Tire and Michelin will feature prominently on all Western team jerseys throughout the West Semi-Final, which will be held on Sunday, November 11th, the West Final, which will take place on Sunday, November 18th, and the Grey Cup Championship game, played on November 25th.
About Kal Tire
Kal Tire is Canada’s largest independent tire dealer and one of North America’s largest commercial tire dealers. Kal Tire’s Mining Tire Group is a global leader in mining tire service and supply, servicing more than 150 mine sites across five continents. The company has warehouse facilities across Canada servicing more than 250 Kal Tire retail and commercial stores. Kal Tire owns and operates 9 truck tire retread facilities across Canada, plus an additional five earthmover retreading facilities located in Canada, the United Kingdom, Chile, and Ghana. The company employs more than 6,500 team members. For more information, visit www.KalTire.com.
About Michelin North America
Dedicated to the improvement of sustainable mobility, Michelin designs, manufactures and sells tires for every type of vehicle, including airplanes, automobiles, bicycles, earthmovers, farm equipment, heavy-duty trucks and motorcycles. The company has earned a long-standing reputation for building innovative premium tires. In addition to tires, the company also publishes travel guides, hotel and restaurant guides, maps and road atlases. Headquartered in Greenville, S.C., Michelin North America employs about 22,700 and operates 19 major manufacturing plants, three of which are in Nova Scotia, Canada (www.michelin.ca).
