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Canadian Tire Centre announces partnership with Richcraft Homes as title sponsor of its live entertainment shows and concerts

by Staff Writer / Ottawa Senators

OTTAWA – Canadian Tire Centre (@CdnTireCtr) and local builder Richcraft Homes, in partnership with Live Nation Canada, announced today a new business platform, Richcraft Live at Canadian Tire Centre. The Richcraft Live platform is aimed to enhance the concert and live show experience at Canadian Tire Centre and engage this region’s music-loving fans over digital and social media channels.

As a main piece of this title sponsorship, Richcraft Homes will create a special VIP zone, taking over the branding on 30 seats inside the penalty box area on the arena floor at Canadian Tire Centre for shows and events. These Richcraft VIP tickets will be activated with unique and engaging contests and promotions that will take place over both Richcraft Homes’ and Canadian Tire Centre’s social media channels.

Under this new program, Richcraft Homes has the opportunity to grow their own brand through the power of music and live entertainment. The sponsorship assets of this partnership include digital advertising on Canadian Tire Centre’s screens as well as the LED power ring for select events. They will also have the opportunity to perform live activations at Canadian Tire Centre for direct interaction with fans, adding to the event-night experience.

“Richcraft is a local company,” said Angela Singhal, of Richcraft Homes. “Building a great city is the passion of our team and we could not be more excited to bring people together through music and this partnership.”

“Since this building opened in 1996, we have witnessed the growth of Ottawa as a music destination,” said Ottawa Senators president Cyril Leeder. “The industry recognizes that as well, as each year Canadian Tire Centre continues to attract top acts and artists from around the world. We are very pleased to see partners such as Richcraft Homes investing in the event experience. Ultimately, programs like this make each visit by our fans even more fun and engaging.”

Live Nation Canada’s role in this new partnership with Canadian Tire Centre is to assist in the ongoing design of Richcraft Live and its roll out to fans. The partnership also enables sponsors to gain access to those one-of-a-kind experiences like meet-and-greets with artists or being behind the scenes to watch a private soundcheck.

“I’ve seen the industry change so much over my career, but the one thing that has remained the same is the passion for music,” said Riley O’Connor of Live Nation Canada. “Marketers are now looking to tap into the live event experience and it’s great. We applaud Richcraft Homes on becoming title sponsor on this great program here in Ottawa at Canadian Tire Centre.”

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