Canada's largest hockey retailer Canadian Tire has signed a five-year deal with the National Hockey League, becoming the organization's official sporting goods retailer in the country.

The deal sees Canadian Tire designated as the official partner of the NHL Heritage Classic, NHL All-Star Game, Stanley Cup Playoffs, Stanley Cup Final and NHL Face-Off. In addition, the agreement includes the launch of a NHL/Canadian Tire Hockey School, as well as the naming of Stanley Cup winner and Olympic gold medalist Jonathan Toews as founding member and official spokesperson for the school. A series of six skills camps will also launch during the 2010-2011 NHL season.

"The NHL is a driving force in uniting Canadians around their love of hockey, and in partnering with the iconic Canadian Tire brand, we have the potential to unite them in more ways and in more places," says Keith Wachtel, senior vice president of integrated sales and marketing for the NHL. "Expanding our reach into new categories like this will continue to increase the NHL's ability to reach and unite Canadian hockey fans."

Canadian Tire Corporation operates 480 Canadian Tire stores throughout the country.