Canadian Tire announced Thursday that is expanding its loyalty scope again through a deal with WestJet.

The long-term strategic partnership brings together the retailer’s Triangle Rewards and the airline’s WestJet Rewards in a move Canadian Tire says will enhance the scale and value of both programs while introducing new ways to earn rewards across travel and everyday purchases.

The deal marks the third major loyalty partnership for Triangle Rewards after Canadian Tire’s teamup with Petro-Canada in 2024 and the announcement last month of a collaboration with RBC’s Avion program.

“Travel is a meaningful category for our members and WestJet is the ideal partner to help us reward them better, whether they’re flying across the country or shopping for everyday needs,” Darryl Jenkins, Canadian Tire’s EVP & chief development officer, said in a statement.

Canadian Tire reported consolidated comparable sales growth of 4.7%, and a retail-revenue increase of 4.0% on Thursday.

The retailer also announced that loyalty sales growth outperformed retail sales “backed by the strength of the Canadian Tire brand and Triangle member engagement,” according to a news release.

Canadian Tire says it is aiming to create more personalized, data-driven customer relationships and a more agile, tech-driven and efficient company through the loyalty expansion.

Triangle Rewards, which boasts 12 million members, integrates first-party data to deliver rewards and personalized experiences across nearly 1,700 retail and gasoline outlets.

WestJet, meanwhile, recently launched a refreshed rewards program with expanded options to earn and redeem points.

Launching in early 2026, the Triangle and WestJet partnership will allow members to link loyalty accounts and enjoy enhanced benefits across both programs. Linked members will earn stacked rewards – Canadian Tire Money and WestJet points – when booking a WestJet flight or vacation package and when shopping at Canadian Tire, SportChek, Mark’s or other participating banners.

In addition, linked members who pay with their Triangle Mastercard or WestJet RBC Mastercard will benefit from accelerated earn rates when shopping within participating CTC and WestJet businesses. WestJet Rewards members will have the added ability to convert WestJet points into Canadian Tire Money.