The TikTok logo on the helmets of Maple Leafs players

(Toronto) The Toronto Maple Leafs on Wednesday announced a deal with TikTok that will allow the social media platform’s logo to appear on players’ helmets throughout the 2021-22 season.

Maple Leaf Sports and Entertainment (MLSE) said the one-year deal with the video-sharing service, which has more than one billion users, also includes advertising inside the arena. and in digital media, Maple Leafs merchandise inspired by TikTok and other collaborations with the company’s other sports properties.

The helmet ads, which have been around since last season, appear to be just a first step for the NHL. A source told The Associated Press last August that NHL clubs will be allowed to put sponsor badges on jerseys from 2022-23 after the board of governors unanimously approved the decision.

The NBA began selling jersey sponsorships in 2017-18 when Nike became the league’s official apparel company. The program generated 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 favorite teams, players and leagues, and to celebrate their love of the game,” TikTok Canada General Manager Daniel Habashi said in the statement announcing the agreement with MLSE.

“Hockey content has seen a meteoric rise on the platform, with #hockey garnering over eight billion views on TikTok. ”

The Leafs opened their season Wednesday night at home against the Montreal Canadiens with TikTok logo decals on the helmets.

“TikTok has given its users the ability to shape the platform in their own way and has organically built a global community through engaging, fun and educational content,” said Jordan Vader, vice president of global partnerships for MLSE.

“This is an important time for our two organizations to work together to reach new audiences, while also connecting with our supporters in ways we may not have done before. ”

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