The National Hockey League made the decision to enable teams to place advertisements on player helmets last season as a way of generating more revenue to make up for the games and fan attendance lost thanks to the COVID-19 pandemic.
Last season, the Toronto Maple Leafs partnered with Scotiabank, who also happens to sponsor their home venue in downtown Toronto. This year, it's a different platform - and it may just want to make you dance and post it online for the entire world to see.
The Leafs are partnering with TikTok, one of the most popular content platforms in the world. It will mark the first time that the platform will be featured pre
"TikTok has given its users the ability to shape the platform their own way and has organically built a global community through engaging, fun and educational content, which has captured the attention of our fans," said Jordan Vader, Vice President, Global Partnerships, MLSE. "This is a significant moment for both our organizations to work together and reach new audiences, while connecting with our fans in ways we may not have done before."
"Sports fans around the world come to TikTok to find unique content from their favourite teams, players and leagues, and to celebrate their love of the game," said Daniel Habashi, General Manager, TikTok Canada. "Hockey content has had a meteoric rise on the platform, with #hockey garnering over 8 billion views on TikTok. We're excited to partner with MLSE and the Toronto Maple Leafs, one of the largest NHL franchises to open up the sport and team to our more than one billion users globally through new and innovative experiences, both on and off the platform."