MONTREAL, April 17, 2014 /CNW/ - Canadian Tire Corporation, Limited (CTC.A, CTC) joins the Montreal Canadiens partner roster with a multi-year agreement that brings together Canada's leading sports retail brands with one of the country's most iconic sports teams. "Across our Family of Companies, our employees, dealers and franchisees are passionate about hockey. We're excited about our partnership with the Canadiens because it creates an opportunity for us to connect with Canadiens' fans in our stores, within the arena and online," said Michael Medline, President of Canadian Tire Corporation. "Canadian Tire represents everything that is life in Canada and we are proud to be partnering with and supporting influential brands like the Canadiens, in addition to the extensive roster of partners we are fortunate enough to already have on board.""Our partnership with Canadian Tire is a great match," said Geoff Molson, Owner, President and Chief Executive Officer, Club de hockey Canadien, Bell Centre and evenko. "The Canadiens and the Canadian Tire Family of Companies are great Canadian brands and leading organizations that believe in the power of sport and have deep roots in the community and we couldn't be more excited about bringing new opportunities to our Canadiens fans and customers." The partnership will be showcased through extensive in-game branding, digital and media assets and includes the sale of select Canadiens branded merchandise within Canadian Tire and Sports Experts stores across Quebec.L'Équipeur will become the official uniform supplier of many of the uniforms for the Bell Centre, Bell Sports Complex and the soon to be built Place Bell. Canadian Tire will also title the Montreal Canadiens Red and White Scrimmage.