Canadian Tire - Olympics

The Paris 2024 Olympics were the first Olympic games to reach gender equality with a perfect 50:50 gender split among athletes. Canadian Tire views gender equality in sport as being the future of athletics. As proof and as Team Canada's Premiere Sponsor, Canadian Tire launched a pledge to commit 50% of it's sport sponsorship dollars to women in sport. To deliver this message, we harnessed the bias toward males in sport as an impactful way to reveal the undoubted potential of female athletes - if they get the support and recognition they deserve. TV and OLV were the main vehicles with TikTok serving as a platform to share athlete stories and provide Team Canada Olympic updates.