The marketing group of the Dairy Farmers of Ontario has entered into a partnership with NHL ice hockey team the Ottawa Senators, while it has agreed a separate deal with Maple Leaf Sports & Entertainment, through which it will support a number of Toronto-based teams.
The multi-year partnerships will seek to promote the benefits of milk, advance grassroots and community sport initiatives, and develop new sporting events and opportunities for young people.
DFO will work with the Senators and MLSE on grassroots activations, promotions and youth engagement opportunities. MLSE operates NHL team the Toronto Maple Leafs, NBA basketball franchise the Toronto Raptors, Major League Soccer side Toronto FC and Canadian Football League outfit the Toronto Argonauts.
DFO’s partnership with the Senators will include special segments with the team’s strength and conditioning coach, Chris Schwarz. In-stadium and in-game promotions and activations will also be launched.
Through its partnership with MLSE, DFO will receive brand exposure at Maple Leafs, Raptors, Toronto FC and Argonauts games. It will launch in-game events and promotions, along with new and original content, with new youth tournaments to also be introduced in Ontario.
DFO general manager and chief executive Graham Lloyd said: “I’ve seen personally both the need and the benefits of reducing barriers to entry for sport for young people, and the positive effects of sport experiences that last a lifetime.
“DFO is proud to partner with the Ottawa Senators and MLSE to extend our common perspective and we look forward to working together to help get more kids into sport, while recognising a healthy, nutritious lifestyle with dairy. There is so much beyond partnership we can do together as a provincial team.”