Company Marks Occasion with $4 Million Pledge to the Canadian Olympic Foundation for Own the Podium Initiatives Power of Sport Integrated into Marketing Initiatives and New ProductsTORONTO, Jan. 23, 2014 /CNW/ - Today Canadian Tire, Sport Chek and Sports Experts are marking the one-year anniversary of their partnership with the Canadian Olympic and Paralympic Teams by announcing a multi-year, multi-million dollar pledge that reinforces their support for Canadian athletes. With the start of the Sochi 2014 Olympic Winter Games two weeks away, the Company is committing $4 million to the Canadian Olympic Foundation for Own the Podium initiatives over the next eight-years. Canadian Tire, Sport Chek and Sports Experts' $500,000 annual contribution will go towards helping the Canadian Olympic Foundation meet the technical, scientific, medical and coaching needs of both Canada's Olympic podium hopefuls and the next generation of Olympic athletes. The funds pledged to the Foundation are directed to sport groups that drive high performance athletic achievement. "We are excited for the Games to start and our entire organization is ready to rally around Team Canada," said Landon French, Vice-President of Sport Partnerships at Canadian Tire. "The Canadian Olympic Foundation and Own the Podium help ensure our Olympic team continues to thrive and we are proud to support Canadian athletes because sport ignites national pride and brings families together, whether on the toboggan hill, at the local arena or in the stands of an Olympic oval." "Supporting the young men and women on our Canadian Olympic Team is critical if we want to reach the podium as a nation," said Marcel Aubut, President of the Canadian Olympic Committee and Chair of the Canadian Olympic Foundation. "We are truly thankful to Canadian Tire, Sport Chek and Sports Experts for their continued support." With the Sochi 2014 Winter Olympic Games fast approaching, the Company is ushering in a new era of athletic support through the deployment of innovative marketing campaigns, athlete and media partnerships and product launches at the retail-level.