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Toronto Furies and Maple Leafs unveil rebrand and continued investment in women's hockey

by Staff Writer / Toronto Maple Leafs


The Canadian Women’s Hockey League’s (CWHL) Toronto Furies unveiled a rebrand with the support of the Toronto Maple Leafs prior to Toronto’s preseason game against the Montreal Canadiens on Saturday. The Furies’ new logo was designed to better strengthen the connection between the women’s team and the NHL club. The Furies’ are entering their fourth year of partnership with the Leafs as part of the NHL team’s ongoing commitment to growing the game of hockey in the community.

“Since the beginning of our association with the Maple Leafs, their support in growing the women’s game and Furies brand has been tremendous,” said Toronto Furies General Manager, Rebecca Davies. “This logo now gives the Furies a true Toronto identity and is a visual representation of our partnership.”

The Leafs also announced a new five-year retail partnership with Mustang Products which sees MLSE become the exclusive merchandise partner of the Toronto Furies. Women’s hockey fans can now purchase Toronto Furies merchandise at Real Sports Apparel in Air Canada Centre, with a full CWHL range available on MLSE’s current e-commerce platform at shop.realsports.ca and at CWHL events including the All-Star game and Clarkson Cup.

In addition to the new retail options, the Leafs revealed that Air Canada Centre will also host the CWHL’s annual All-Star game for the second consecutive year. The CWHL All-Star game will bring the best female hockey players in the game to the Toronto community, including Olympic gold medalists and National Team players from Canada and the United States.

“Being the first NHL team to commit to a partnership with the CWHL, the Toronto Maple Leafs have contributed to growing women’s hockey and have become an invaluable partner over the past 4 years,” said CWHL Commissioner, Brenda Andress. “As our sport has grown in popularity, the Leafs have been there to support us with the presentation of the All-Star game which will be in Toronto again this season. The Furies’ logo we have unveiled today, in addition to a new retail partnership with MLSE, is a natural evolution toward a deeper and a more powerful connection between these two outstanding teams."

In 2012, the Toronto Furies and the Toronto Maple Leafs first announced their five-year partnership to support women’s hockey and assist in providing elite athletes with a competitive, development-focused place to play. The NHL team invests $30,000 annually to the Toronto Furies to help offset coaching costs as well as equipment, uniform and travel expenses. Furies players are also invited to participate in a variety of Leafs Community and Sports Partnership initiatives, including Scotiabank Girls HockeyFest, Tim Hortons’ Coaches Open House and girls-only Learn to Skate clinics.

“The Toronto Maple Leafs take our role as leaders in the community, and in our sport, very seriously and helping women in Toronto and across the country achieve their hockey dreams is extremely important to our organization,” said Toronto Maple Leafs President and Alternate Governor, Brendan Shanahan. “The redesign of the Toronto Furies’ logo creates an even closer association between the Leafs and our CWHL partner, while hosting the All-Star game for a second year will help showcase great women’s hockey in Toronto. We’re very proud to support, and partner with, the Furies and the CWHL.”

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