Sports

TikTok replaces Scotiabank on Maple Leafs’ helmets

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Within the countdown to Wednesday’s season-opening puck drop, the Maple Leafs sensed a TikTok of their heads.

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Truly, on their helmets, because the membership unveiled its new one-year built-in partnership with the favored world content material platform. The TikTok brand replaces final 12 months’s sponsor Scotiabank, a particular departure from the monetary establishments, cellphone corporations and well being suppliers whose stamp was on head gear when the NHL started permitting such advertisements over the previous 12 months. However the deal goes far past the decal.

“As a group we’re taken with connecting with our youthful technology of followers and doubling down on our ‘subsequent technology’ video games,” mentioned Jordan Vader, vice-president of world partnerships for Maple Leaf Sports activities & Leisure. “They’re a social and leisure platform and we’ll be partaking with them for content material in our pre-game and   intermissions.

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“We’re pondering of different methods to convey the model to life. You’ll see them in different camera-visible media belongings, on digital activations across the venue. TikTok may be very well-liked within the Toronto meals tradition and we’re pondering of different distinctive methods we are able to tie the (Scotiabank) meals and venue expertise to followers on it as effectively.

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“It’s a possibility to take a sticker on a helmet and switch it into one thing extra significant.”

TikTok was based in China in 2016, however has an impartial Canadian workplace in Toronto, which MLSE had initially approached to advertise all its professional franchises. That expanded to this deal, which Vader thinks is the one certainly one of its type within the league pending the opposite 31 groups asserting their helmet sponsor agreements this week.

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“Sports activities followers all over the world come to TikTok to seek out distinctive content material from their favorite groups, gamers and leagues, and to have fun their love of the sport,” Daniel Habashi, common supervisor of TikTok Canada, mentioned in a launch. “Hockey content material has had a meteoric rise on the platform, with (hashtag) #hockey garnering over eight billion views on TikTok. We’re excited to companion with MLSE to open up the game and group to our multiple billion customers.”

The partnership will embrace concession objects impressed by TikTok traits obtainable solely at Scotiabank. MLSE’s different groups will probably be included within the rollout in the course of the 2021-22.

lhornby@postmedia.com

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