MAPLE LEAFS Sports and Entertainment (MLSE), owners of for the NHL’s Toronto Maple Leafs, has extended its partnership with Canadian courier company Purolator to take in sponsorship of the Maple Leafs’ official practice jersey.
The five-year deal, reportedly valued in the low seven figures, will see Purolator return as the Official Courier and Freight provider of the Toronto Maple Leafs.
But as part of the new deal, the Purolator logo will appear on the front chest of the Maple Leafs practice jersey for the first time in the team’s history.
In line with NHL regulations, the logo will appear on the upper left corner of the team’s practice jersey, which will be worn by Maple Leafs players during Training Camp and all practices, both home and away.
Toronto joins NHL franchises in Calgary, Chicago, Detroit, Philadelphia and Tampa Bay as the only teams sporting practice jersey sponsors heading into the Training Camp period.
Commenting on the Maple Leafs’ first practice jersey deal, MLSE Executive Vice President and COO Tom Anselmi said team officials had discussed putting the practice jersey up for sponsorship for about a year, but wanted to offer the jersey space to an existing partner.
When pressed whether the Maple Leafs would rule out fully-fledged jersey sponsorship deals on the European model, Anselmi responded in the affirmative. “As long as I’m here,” he said.
In addition to the Maple Leafs, Purolator has been the official courier of MLSE and its affiliated sports teams including the Toronto Raptors and Toronto FC for the past six years.
This partnership provides Purolator with branding, advertising and promotional opportunities with Maple Leafs, Raptors, Toronto FC and Toronto Marlies audiences at Air Canada Centre, BMO Field and beyond.