Sep 03, 2009 at 02:40 PM
written by

Maple Leaf to Help Build RONA's Business

RONA, a major Canadian distributor and retailer of hardware, home improvement and gardening products, will complete the quadfecta with Maple Leaf Sports and Entertainment by becoming the Official Home Improvement Retailer of the Toronto Maple Leafs (NHL), Toronto Raptors (NBA) and Toronto Marlies (AHL). RONA is already the Official Home Improvement Retailer for MLSE's soccer club Toronto FC.

Under the exclusive five year partnership, RONA will receive permanent, camera-visible RONA branding at these teams' home games at Air Canada Centre and Ricoh Coliseum, including on-ice RONA logos during Maple Leafs and Marlies preseason, regular and postseason home games. RONA will also gain hosting opportunities, in which its in-store customers can win exclusive tickets to Leafs, Raptors and Marlies games.

"Above all, RONA encourages the youth of Canada to live active lives, pursue their dreams and become winners-no matter what field of endeavour they are competing in," said RONA President and CEO Robert Dutton. "Our sports sponsorships and community initiatives allow us to promote Canadian values of fair play, social responsibility and perseverance."

In a good example of combining sports and cause marketing, the home improvement company will team up and engage in MLSE's community and city building initiatives including the Toronto Maple Leafs Outdoor Practice, Toronto Marlies Outdoor Practice and the Leafs Hockey Legacy Rink Refurbishment program. RONA and its employees will contribute supplies and volunteer labour to support the rink refurbishment.

RONA's new partnership with MLSE will boost the company's brand exposure in the highly-competitive Ontario market, where RONA has 180 stores and 6,600 employees.

RONA's other major sponsorship initiative is National Partner of the Vancouver 2010 Olympic and Paralympic Games.