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Under the agreement, Elite Outdoor Sports will support sales development, dealer engagement and customer relationships across ATI's portfolio of brands, including Tangent Theta, SAI Optics and ELCAN commercial programmes.

ATI said the partnership significantly increases its sales footprint through Elite Outdoor Sports' team of 12 sales professionals, strengthening support for existing customers while helping to grow awareness and sales across commercial, professional and retail markets.

Trevor Publicover, Vice President Sales at ATI, said: "Elite Outdoor Sports brings strong industry relationships, professionalism, and a customer-first mindset that aligns closely with our values.

"Their team will help us in better supporting existing customers while continuing to grow awareness and sales across all ATI product lines."

ATI said the appointment reflects its ongoing investment in customer support, dealer relationships and market expansion. The company added that the agreement is intended to complement and strengthen support for its current customer base while accelerating long-term growth initiatives across the commercial, law enforcement and professional sectors.

Headquartered in Halifax, Nova Scotia, ATI manufactures precision optics and optical accessories for military, law enforcement, professional and commercial customers worldwide. Its brands include Tangent Theta rifle scopes and ELCAN optical systems, with products designed, assembled and supported in Canada.

The company said the partnership with Elite Outdoor Sports will help bring its products to a wider audience while providing enhanced support for dealers, distributors and end users across North America.