A piece of Amherstburg now at Winter Olympics


Employees at the Amherstburg Canadian Tire finalize their message that is part of the company's Canadian flag now at the Canadian Olympic Team's headquarters in Sochi.

Employees at the Amherstburg Canadian Tire finalize their message that is part of the company’s Canadian flag now at the Canadian Olympic Team’s headquarters in Sochi.

By Ron Giofu


A piece of Amherstburg is at the Olympics thanks to a nationwide promotion by Canadian Tire.

A large flag comprised of messages from all 490 Canadian Tire stores across Canada has been hung at the Canadian Olympic team’s headquarters in Sochi, Russia during the Winter Olympics, which start this Friday and run through Feb. 23. Each Canadian Tire store’s message was written on individual pieces and sent away where it will be sewn into one large flag that will go to Sochi.

“We filled out our own piece,” said Sue Jones, manager of sporting goods at the Amherstburg store. “We said how proud we are.”

Jones added the message includes “Go Canadian athletes! We are so proud of you. Bring home the gold.”

Jeff Levy, franchise owner and associate dealer with the Canadian Tire store in Amherstburg, noted the corporation is a major sponsor of the Canadian Winter Olympic team.

“It’s a natural fit because we’re passionate about sports and it’s been in our DNA for 90 years,” said Levy. “Almost every athlete comes from a community we are a part of.”

Levy said Jones was nominated by the Amherstburg store to come up with the message.

“Sue is indirectly responsible for getting kids involved with sports in our community,” said Levy.

Levy noted the flag is part of Canadian Tire’s “We All Play for Canada” promotion.

“The ‘We All Play for Canada’ campaign is rallying Canadian kids to get active,” said Levy. “It’s a way of supporting our athletes, supporting our communities and supporting our country.”

The campaign is a natural fit for the Amherstburg store, Levy added. He said it ties into what the local location already does, noting the local Jumpstart program is actively involved in helping local youth and that the store also does other initiatives such as sponsorships of minor sports and the Miracle League of Amherstburg.

“It’s especially relevant in this community,” said Levy. “We are all about keeping kids active and keeping kids healthy.”

Comments are closed.