TORONTO, Oct. 5 /CNW/ - As hockey seasons across the country get underway, Canadian Tire would like to help kids of all skill levels and financial backgrounds get into the game this year. In addition to offering a full line-up of affordable and innovative hockey equipment, Canadian Tire has also introduced its new GoPlay™ MasterCard®, providing valuable rewards for players and donations to organizations that help kids of all levels and financial backgrounds play hockey.

"As one of the largest retailers of hockey equipment in North America, Canadian Tire is a destination store for all things hockey - for both players and fans," says Duncan Reith, Canadian Tire Retail. "The hockey category continues to be a core focus at Canadian Tire, with stores carrying top brands, affordable products featuring the latest technology and one of the most comprehensive assortments of NHL merchandise in the country."

In order to help kids have everything they need this season, canadiantire.ca offers parents an online equipment buying guide that includes a comprehensive hockey gear checklist, information on getting properly outfitted and tips for maintaining equipment to ensure top performance and hygiene.

Another significant addition to Canadian Tire's hockey offering this season is the GoPlay MasterCard. Launched in Ontario, the new card enables users to earn valuable GoPlay rewards when they use the card anywhere they shop, anywhere in the world. Customers can earn double GoPlay Reward points when they shop at Canadian Tire stores, Canadian Tire gas bars and Mark's Work Wearhouse/L'Équipeur stores. The reward points turn everyday purchases for groceries, clothes, dining out or paying bills into sports and recreation rewards for equipment, program fees, events and more.

A special feature of the Canadian Tire GoPlay MasterCard is that a portion of every purchase will be donated to local sport organizations and Canadian Tire Jumpstart, which helps kids in financial need participate in organized sports and recreation activities. For the Ontario launch, a portion of the donations will go to Canadian Tire Jumpstart and the Ontario Minor Hockey Association (OMHA) and the GoPlay MasterCard will be branded with the OMHA logo.

"What we love about the GoPlay MasterCard rewards program is that we can provide great value to our customers while also supporting kids and families looking to participate in sports and recreation, which is so important in helping kids develop life skills, self esteem and confidence," adds Reith. "The program complements Canadian Tire's long-time support of kids and hockey, including store sponsorships of local teams and individuals through the Canadian Tire Jumpstart program."

GoPlay Reward points can be redeemed for sports and recreation purchases at Canadian Tire stores or for other great purchases including:

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    Hockey skates                            Golf lessons
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    Bike locks                               Playoff tickets
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    Tackle boxes                             Tents
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    Team uniforms                            Yoga mats
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    Travel costs to games and tournaments    Lesson and membership fees
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    Fishing licences                         Bowling shoes
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    Pool toys                                Sports equipment
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To celebrate the start of the hockey season and launch of the GoPlay MasterCard, Canadian Tire is holding a contest where customers can win hockey equipment for life, a prize package valued at $25,000. For purchases made between October 1st and 31st 2009, customers are automatically entered into the contest. Full contest details are available at www.ctfs.com/GoPlay.

Canadian Tire Corporation, Limited (TSX: CTC, CTC.a), operates an inter-related network of businesses engaged in retail, financial services and petroleum. The Company operates more than 1,200 stores, gas bars and car washes, including the country's most-shopped general merchandise retailer. Canadian Tire Financial Services manages approximately 5.0 million Canadian Tire MasterCard accounts and markets related financial products and services for retail and petroleum customers. More than 57,000 Canadians work across Canadian Tire's organization from coast-to-coast in the enterprise's retail, financial services, and petroleum businesses.