Leafs to wear TikTok logo on helmet after new agreement

According to a report from the Associated Press, the Toronto Maple Leafs have come to an agreement with TikTok to display the Chinese owned social media platform's logo on their helmet this season.

From the AP:

TORONTO -- The Toronto Maple Leafs sported TikTok decals on their helmets Wednesday night for the season opener against the Montreal Canadiens.

The team's parent company announced a deal with TikTok earlier Wednesday for the social media platform's logo to appear on players' helmets throughout the season.

Maple Leaf Sports and Entertainment said the one-year agreement with the video-sharing service also includes in-arena and digital branding, concession items inspired by TikTok, and further collaborations with the company's other sports properties.

I get that as a middle aged man I'm not exactly TikTok's target market but... at the same time I am definitely the NHL's target market so I'm not seeing the value in this partnership? I'll fully admit that I'm not on TikTok and have no plans to be, but maybe that's just because I'm out of touch? So far most of the NHL's helmet sponsorships have made sense to me. Insurance companies, banks, giant multinational corporations and... a funny dance video platform? One of these things is not like the other, as they say.

Having said that, there's no denying that TikTok is incredibly popular with Millennials and  Gen Z'ers, so what do I know? It's also a fact that with young stars like Auston Matthews, Mitch Marner and William Nylander on the Leafs, all prominent users of TikTok, maybe this actually makes sense? If nothing else, the partnership will draw in some eyes that may not have seen the team otherwise. Thoughts, Leafs fans?