The Ottawa Senators' home arena will enter the 2013-14 season with a new name following Tuesday's announcement of a partnership with Canadian Tire Corporation.
Currently known as Scotiabank Place, the building will take on the name Canadian Tire Centre beginning July 1.
"The Ottawa Senators and Canadian Tire have been partners since 1990 when our fans first welcomed the team's announced re-entry into the National Hockey League. It is a long and storied partnership we are extremely proud of, and pleased to be able to build upon," Senators owner Eugene Melnyk said in a statement. "Canadian Tire is an iconic brand and is one of the largest hockey retailers in the world. That represents a unique opportunity for both of our organizations to work side-by-side on a wide range of new marketing and community initiatives that will be good for our business, our hockey team and most of all, our fans."
In addition to the naming rights, the partnership with Canadian Tire will also strengthen support for community-based programs such as the Future Sens Program, I Love to Skate Program, Canadian Forces Appreciation Night, Jumpstart Game Nights and the Bell Capital Cup.
An enhanced partnership between Canadian Tire Jumpstart Charities and the Sens Foundation will provide families in financial need with support in getting their children enrolled in organized sport and recreation.
Canadian Tire also becomes the title sponsor of Senators Sportsnet broadcasts.
Canadian Tire has been serving the Ottawa-Gatineau region for nearly 80 years. Its local Ottawa Dealers were founding sponsors in re-establishing the Ottawa Senators in 1990 and have been financial supporters of the team ever since.