Sports MLSE announces deal with TikTok, company's logo will feature on Leafs helmets
Leafs, Senators can fill half their seats under new COVID-19 rules
The Toronto Maple Leafs and Ottawa Senators will be able to open their rinks to 50 per cent capacity after the Ontario government increased limits for crowds on Friday. The post Moving the MLB into modernity with Eno Sarris appeared first on Sportsnet.ca.Dr. Kieran Moore, Ontario’s chief medical officer of health, said indoor venues can now increase capacity to 50 per cent or 10,000 people — whichever is less.
TORONTO — The Toronto Maple Leafs are going social.
The team's parent company announced a deal with TikTok on Wednesday that will see the social media platform's logo appear on players' helmets throughout the 2021-22 season.
Maple Leaf Sports and Entertainment said the one-year agreement with the video-sharing service, which has over one billion users, also includes in-arena and digital branding, concession items inspired by TikTok, and further collaborations with the company's other sports properties.
The NHL added helmet advertisements last season, which largely allowed teams to make sponsors whole during the COVID-19 pandemic for previously negotiated agreements.
Maple Leafs haven't sold out a home game yet this season
It's only a handful of games into the new campaign, but a somewhat strange trend is emerging in Toronto as fans flock their way back to Scotiabank Arena to watch their hockey team in slightly smaller droves than before. Through three contests this season — the first games in Toronto with fans allowed in the building since March 2020 — the Maple Leafs welcomed a less-than-packed barn in each of them. Not even the highly-anticipated home opener against the Montreal Canadiens following last year's playoff gag-job was filled to the brim.With crowd capacities of 98.3 percent, 96.8% and 96.
Advertisements on helmets appear to be just the first step for the league. A source told The Associated Press in August that NHL clubs will be permitted to put sponsor patches on jerseys beginning in 2022-23 after the board of governors unanimously approved the move.
The NBA began selling jersey sponsorships in 2017-18 when Nike became the league's official apparel company. The program has brought in well over US$150 million in revenue ahead of the upcoming season.
"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," TikTok Canada general manager Daniel Habashi said in the statement announcing the MLSE deal. "Hockey content has had a meteoric rise on the platform, with #hockey garnering over eight billion views on TikTok."
Unvaccinated Zac Rinaldo will be paid AHL salary but won't play for Blue Jackets or affiliate
The Columbus Blue Jackets say unvaccinated NHL player Zac Rinaldo won't join their AHL affiliate in Cleveland after clearing waivers.The Columbus Blue Jackets won't even offer that option to center Zac Rinaldo.
The Leafs opened their season Wednesday night at home against the Montreal Canadiens sporting TikTok decals on their helmets.
"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," said Jordan Vader, MLSE's vice-president of global partnerships.
"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."
This report by The Canadian Press was first published Oct. 13, 2021.
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Joshua Clipperton, The Canadian Press
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