At Canadian Tire Corporation, our clear purpose of being there for life in Canada has guided us for nearly a century. We know there’s more to the jobs and joys of life than the products we sell or services we provide. From our Associate Dealers donating to local organizations and teams, to Canadian Tire Jumpstart Charities helping more than 2.4 million kids participate in sport and play, helping families and communities thrive is fundamental to our purpose.
Throughout the pandemic, our purpose of being there for Canadians has not wavered. We have a deep-seated belief in the power of sport and play, especially for kids. Because of COVID-19, sport and play have never been more vital – or more at risk – than they are today. Although Jumpstart helped nearly 700 sport organizations across Canada through its $8 million Sport Relief Fund in 2020, we know there is still a significant need for support. In fact, a recent Ipsos survey suggests that 81% of sport providers are concerned about the future of their programming in 2021, and the majority are concerned about the permanent closure of their organization.
That’s why we are committing an additional $12 million to Jumpstart’s Sport Relief Fund to help build back sport and play in Canada.
In addition to the $12 million towards the Sport Relief Fund, Canadian Tire Corporation is committed to raising $20 million in support of Jumpstart in 2021. When we finally reach the other side of the pandemic – and eventually we will – our country and communities will need recreational and amateur sport more than ever before. When that day comes, Canadian Tire will be there to help bring back sport and play. I’d also like to thank you, our customers, who generously donate to Jumpstart throughout the year. If you’re involved with, or know of an organization that could benefit from Jumpstart’s Sport Relief Fund, please visit jumpstart.canadiantire.ca to learn more, including how to apply.
I take great pride and comfort in how well Canadians have worked together over this past year. Although we all have our own challenges to bear, we continue to be there for each other. This is not only what makes us strong, but what makes us Canadian.
On behalf of Canadian Tire Corporation, thank you for your continued support of our Company, our communities, and our country.
Sincerely,
Greg Hicks,
President & CEO
