IRWIN Tools


Thom Partners acts as the exclusive sports marketing agency for IRWIN Tools in Canada.

Thom Partners provides its turnkey services in a number of business areas. Over the course of our 7+ year relationship, we have worked with IRWIN Tools to execute the following:

  • Negotiate and manage IRWIN Tools’ CHL sponsorship. IRWIN Tools was the “Official Hand Tool and Power Tool Accessories” supplier of the CHL and all associated events…i.e. The MasterCard Memorial Cup, Subway Super Series, BMO Top Prospects.
  • Negotiate, and manage IRWIN Tool’s sponsorship of the Ottawa Senators
  • Managed media buying for IRWIN Tools in Canada…i.e. Television, Radio, Print
  • Develop and execute a number of customer events and contests to generate excitement with IRWIN Tools sales staff and customers.
    • IRWIN Tools Ultimate Hockey Experience – A customer driven contest that rewards the top customers with a once in a lifetime Ultimate Hockey Experience with Wendel Clark (see case study in Our Work section)
    • Kirk Muller Ultimate Hockey Experience – Used to leverage additional business with key customers. Customers that demonstrated incremental business were selected to travel to Raleigh, North Carolina for a weekend with Kirk Muller and the Carolina Hurricanes. (see case study in Our Work section)
    • IRWIN Tools National Tradesmen Day – Created by IRWIN Tools in 2012 to celebrate everything that contractors do to make our lives easier. Thom Partners managed celebrity store appearances in multiple cities across Canada.
    • CHL Promotional Nights – A program used to entice sales with customers in key CHL markets. An initiative meant to be self liquidating. Customers submit an order over a certain threshold, IRWIN Tools then partners with their customer to execute a promotional night with a CHL team.