On March 27, 2025, Royal Bank of Canada (RBC) and Canadian Tire Corporation (CTC) announced a long-term strategic loyalty partnership integrating RBC’s Avion Rewards with CTC’s Triangle Rewards. The partnership aimed to enhance both programs by enabling millions of eligible RBC credit and debit cardholders to earn Canadian Tire Money at an accelerated rate and access exclusive promotions at Canadian Tire, SportChek, Mark’s, and other CTC banners.

The initiative, expected to launch in 2026, is designed to deepen customer engagement, increase Triangle Rewards membership—already nearing 12 million—and drive retail sales as part of CTC’s True North strategy. It also expands the footprint of Avion Rewards, Canada’s largest proprietary loyalty program, by linking it more closely to CTC’s retail network and promotional infrastructure.

Blake, Cassels & Graydon LLP acted as legal counsel to Royal Bank of Canada. Torys LLP advised Canadian Tire Corporation with a multidisciplinary team that included Josh Lavine, Joel Ramsey, and Tia Eisner (corporate/tech contracting), Molly Reynolds (privacy), and Richard Johnson and Vanessa Fisher (tax).

The transaction value was not disclosed.