Good news for Toronto sports teams and BlackBerry fans this week: A partnership between BlackBerry and Maple Leaf Sports & Entertainment (MLSE) has made BlackBerry the Official Mobile Computing Partner of the Toronto Maple Leafs (NHL), Toronto Raptors (NBA) and Toronto Marlies (AHL).
BlackBerry branding will be featured prominently in and around the Air Canada Centre where both the Leafs and Raptors play. The partnership will also go further and include “a range of new platforms” that will allow the teams to connect with their fans with information and updates. Among these will be a new BBM Channel that will be hosted by Leafs and Raptors personalities.
“BlackBerry and MLSE share some key values: passion, determination and leadership,” said Andrew MacLeod, managing director for Canada at BlackBerry. “Together with MLSE and fans across the country, we are celebrating the spirit of ambition through excellence in Canadian sports, and we are honoured to stand behind some of the nation’s favourite sports teams that display the indomitable spirit the BlackBerry brand represents.”
It’s not clear why the partnership does not cover the Toronto FC football club but Sony already being a partner may have something to do with it.
Terms of the partnership were not disclosed.
BlackBerry already sponsors the Mercedes AMG Petronas Formula 1 team.
Maple Leaf Sports & Entertainment Teams Up With BlackBerry
TORONTO, June 26, 2013 /CNW/ – Maple Leaf Sports & Entertainment (MLSE) announced today that BlackBerry® will be the Official Mobile Computing Partner of the Toronto Maple Leafs (NHL), Toronto Raptors (NBA) and Toronto Marlies (AHL). Through the marketing relationship, the iconic BlackBerry brand will be featured prominently in and around Air Canada Centre, and BlackBerry will collaborate with MLSE to develop a range of new platforms that will enable teams to connect with fans by sharing information and updates. With the future release of fan applications for BlackBerry® 10 smartphones and the development of a channel on BlackBerry® Messenger (a BBM™ Channel) hosted by Leafs and Raptors personalities, fans will be able to enjoy real-time engagement experiences and preferred access as they follow their teams throughout the season.
“We are thrilled to be partnering with BlackBerry and this announcement means exciting things are in store for BlackBerry customers and Maple Leafs and Raptors fans everywhere,” said David Hopkinson, senior vice-president, global partnerships and marketing for MLSE. “We look forward to bringing unprecedented access and some amazing experiences to our fans through this partnership over the next several years.”
“BlackBerry and MLSE share some key values: passion, determination and leadership,” said Andrew MacLeod, managing director for Canada at BlackBerry. “Together with MLSE and fans across the country, we are celebrating the spirit of ambition through excellence in Canadian sports, and we are honoured to stand behind some of the nation’s favourite sports teams that display the indomitable spirit the BlackBerry brand represents.”
About Maple Leaf Sports & Entertainment (MLSE)
MLSE, one of the world’s premier sports and entertainment companies, owns the Toronto Maple Leafs (NHL), the Toronto Raptors (NBA), the Toronto Marlies (AHL), Toronto FC (MLS), Air Canada Centre, Maple Leaf Square and three digital channels – Leafs TV, NBA TV Canada and GOLTV Canada and has a partnership with Live Nation – the biggest concert promoter in the world. MLSE has also invested in five of Toronto’s sports facilities – Ricoh Coliseum, home of the Marlies, BMO Field, home of Toronto FC, Lamport Stadium, KIA Training Grounds at Downsview Park, home of Toronto FC’s Academy and the First Team’s practice facility, and the MasterCard Centre for Hockey Excellence, the practice facility for the Maple Leafs and Marlies. MLSE operates and manages events at Ricoh Coliseum and BMO Field.
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SOURCE: Maple Leaf Sports & Entertainment Ltd.