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Canadian Tire new title sponsor of MHL playoffs

Maritime Junior Hockey League interim president Dave Ritcey holds the Canadian Tire Cup, surrounded by the MHL board of governors at a recent meeting in Amherst.
Maritime Junior Hockey League interim president Dave Ritcey holds the Canadian Tire Cup, surrounded by the MHL board of governors at a recent meeting in Amherst. - Contributed – James Faulkner

TRURO, N.S. – The Maritime Junior Hockey League has entered into a new multi-year agreement that will see Canadian Tire secured as the title sponsor of the league’s playoffs and the championship trophy.

The Canadian Tire Cup will be awarded to the MHL’s playoff champion, beginning in the current 2018-19 season.

“Hockey plays an important role in the lives of Canadians: from a kid’s first pair of skates to their final goal in overtime, hockey has the power to unite families and rally the nation,” said Allan MacDonald, executive vice-president, retail, Canadian Tire Corporation, Limited. “As title sponsor of the Canadian Tire Cup, we are proud to help inspire competition among players, celebrations by fans, and unity in communities within the Maritime Junior Hockey League.”

The Canadian Tire Cup playoffs begin in mid-March. Four teams qualify from each division, the Eastlink North and Eastlink South, and three playoff rounds follow. The Canadian Tire Cup will be presented to the league champion in late April.

“On behalf of the Maritime Junior Hockey League board of governors, I’m pleased to welcome Canadian Tire Corporation, Limited to the MHL family as our league championship titled sponsor,” said MHL interim president and chairman of the board Dave Ritcey. “This multi-year partnership provides us with the opportunity to create a unique and memorable experience throughout the championship season, which will be known as the Canadian Tire Cup playoffs.”

The Callaghan Cup became the exclusive trophy of the Maritime Junior A Hockey League beginning in the 1991-92 season. It remained as such until the 2005-06 season when the trophy was replaced by the Kent Cup. After 11 seasons, the trophy again changed, this time to the Maritime Hockey League Championship in 2016-17.

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