Ahead of tonight's puck drop for the 2021-22 NHL season, MLSE announced a new integrated partnership with TikTok, one of the most popular content platforms in the world. Together, the two brands will develop initiatives that combine the best of content, innovation, technology and community, making TikTok a go-to platform for Maple Leafs fans from coast to coast and around the world. As part of the one-year agreement, TikTok's logo will also be placed on Maple Leafs players' helmets for the 2021-22 NHL season, a first for TikTok globally.
"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."
The partnership includes immersive in-arena and digital branding, concession items inspired by TikTok trends (available exclusively at Scotiabank Arena) and will also span MLSE's other professional sports teams, with further collaborations to be announced throughout the 2021-22 seasons.
Maple Leafs players stepped onto the ice this evening donning their newly branded helmets with the TikTok logo as they prepared to face the Montreal Canadiens at Scotiabank Arena in their first regular season game in the 2021-22 NHL season.
"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."