BRAMPTON, ON, Sept. 10,
2024 /CNW/ - No Frills® and
MaxiMD, Canada's
popular hard discount grocery retailers, are thrilled to announce
an exciting new partnership with Cricket Canada as its Official Grocery Partner.
"As Canada's fastest-growing
sport, cricket has captured the hearts of many and brings
communities together through the power of teamwork, passion and a
shared love for the game," said Melanie
Singh, President of Hard Discount, Loblaw Companies. "We
look forward to working closely with Cricket Canada to bring
customers and fans closer to the sport they love and ensuring our
contributions make a meaningful and lasting impact."
This partnership establishes No Frills® as a key
sponsor for select international matches organized by Cricket
Canada on Canadian soil. The inaugural event under this new
partnership will be the No Frills® T20 Cup, an
international tri-nation T20 cricket series featuring Canada, Nepal, and Oman. Set to take place later this month at
the Maple Leaf Cricket Ground in King
City, Ontario; this series promises to deliver thrilling
cricket action to fans across Canada and further elevate the sport's profile
in North America.
Through this partnership, No Frills® and
MaxiMD will support and invest in the growth of cricket
in Canada. This includes a range
of experiential activations in-store and at Cricket Canada events,
as well as National Team matches.
Amjad Bajwa, President of Cricket
Canada, expressed his enthusiasm for the partnership:
"Cricket Canada is thrilled to
partner with iconic Canadian grocery brands that are so entrenched
in the daily life of so many Canadians. No Frills® and
MaxiMD share our commitment to community and
accessibility. This exciting new partnership represents a
significant step in our mission to not only enhance our National
Teams and programs but also to grow the sport and help make cricket
more accessible to Canadians from all walks of life."
Boundaries North, Cricket Canada's commercial growth partner,
played a crucial role in securing this landmark partnership in
conjunction with Rock Paper Scissors Media and highlighted the
strategic importance of the partnership.
"We are committed to expanding the reach of cricket in
Canada, and our partnership with
No Frills® and MaxiMD is a testament to that
mission" said Rahul Srinivasan, CEO
Boundaries North. "This month, the No Frills® T20 Cup in
King City is just the beginning of
what we envision as a series of exciting opportunities to showcase
the talent and passion for cricket across the country. By working
together with No Frills® and MaxiMD, we are
not only creating more platforms for athletes to compete but also
bringing communities closer through the love of the game."
"RPS Media is pleased to be a part of the creation of this
strategic partnership between two great organizations for the
terrific sport of cricket in Canada. It's such a natural pairing" added
Saurabh Wig, CEO of Rock Paper
Scissors Media.
For more information on the No Frills® T20 Cup and to
stay updated on ticket availability and match schedules, please
visit Cricket Canada's official digital channels.
About Loblaw Companies Limited
Loblaw Companies
Limited brings food, pharmacy, beauty, apparel and financial
services to customers through many of Canada's favourite and most-trusted brands:
President's Choice®, No Name®,
Loblaws®, Shoppers Drug Mart®, Maxi (md) No
Frills®, Real Canadian Superstore®,
T&T®, Joe
Fresh®, PC Express™ and PC Financial®.
The Company's loyalty program, PC Optimum™, has more than 16
million active members and is one of Canada's largest and best-loved reward
programs.
Loblaw's purpose is to help Canadians live life well. It makes
good food affordable, health, beauty and wellness accessible,
saving for the future possible, and essential style achievable.
About Cricket Canada
Cricket Canada is the official governing body for the
sport of cricket in Canada,
overseeing and promoting the development of the game at all levels.
With a focus on inclusivity and excellence, Cricket Canada is
dedicated to fostering a vibrant cricketing community and achieving
success on the international stage. Cricket Canada is recognized by the International
Cricket Council, the Government of Canada and the Canadian Olympic Committee.
SOURCE Loblaw Companies Limited - Public Relations