Canadian Tire is teaming up with iconic band The Tragically Hip to raise awareness for the need to empower girls across the country to be leaders in sport. According to Canadian Tire Jumpstart Charities’2022 State of Sport report by Ipsos, 45% of Canadian parents say their child is currently not involved in playing any sports and when it comes to girls specifically, a report by Canadian Women & Sport and E-Alliance states, 1 in 4 are not committed to returning to sport1. Gender inequity in grassroots sport has always been an issue but has been exacerbated by COVID-19. CTC and The Tragically Hip are partnering to raise awareness of this issue to help get girls back in the game.
The Tragically Hip and CTC are proud to support Jumpstart’s Girls in Sport initiative, which aims to create an environment where girls thrive and choose to continue to participate in sport. To do this, the band is donating a catalogue of exclusive signed memorabilia, which will be available to Canadians through an online contest and auction beginning in April. In addition, The Tragically Hip and CTC are donating $50,000 each to support the cause. To learn more and to get notified when the event launches, visit ct100xthehip.ca. Jumpstart is committed to empowering girls to stay engaged in sport for life through programming and advocacy, so girls can grow into strong leaders in their communities. Jumpstart supports programs designed specifically for girls and young women in every province and territory, with just under half (48%) of all the kids helped each year being female. Since launching the Keeping Girls in Sport online resource in 2018, Jumpstart has trained over 5,800 coaches and youth activity leaders on the principles of gender equity in sport, creating safe and respectful environments for female athletes.
The Tragically Hip have a legacy of giving back to Canadian communities and advocating for women in hockey. They began sponsoring girls’ minor hockey in Kingston, Ontario in the mid-1990s, cheering on the Kingston Kodiaks and then Ice Wolves. They formed a friendship with Jayna Hefford, hockey player and one of the most decorated Canadian Olympians of all time, that endures to this day.
“Jumpstart is grateful to The Tragically Hip and CTC for their generosity, and for helping to bring awareness to the significant barriers to sport that remain for Canadian youth,” said Scott Fraser, President of Canadian Tire Jumpstart Charities. “Programs like the Girls in Sport initiative are critical in building our legacy of getting kids, especially girls, involved in sport. The opportunity to play is about much more than getting active – sport teaches important life skills like courage, confidence and teamwork.”
“We were proud watching the recent Summer and Winter Olympics and see the women punch way above their weight. It inspired us to want to get involved and give more women an opportunity to participate in sports. Partnering with Canadian Tire to support Jumpstart’s Girls in Sport program seemed like the perfect fit for us,” said The Tragically Hip.
In celebration of its 100th birthday in 2022, Canadian Tire has further partnered with The Tragically Hip to create a unique composition of The Hip’s famous song Ahead by a Century. Performed by the youth choir Young Voices Toronto, the song is featured in Canadian Tire’s newest campaign which highlights some of the Company’s core values – community, inclusivity and sustainability.