Future Shop and LG Electronics both announced new sponsorship deals with Maple Leaf Sports & Entertainment (MLSE), the owner of the Toronto Raptors (NBA), the Toronto Maple Leafs (NHL), the Toronto Marlies (AHL) and Toronto FC (MLS) last week, in what are described as multi-year, multi-million-dollar relationships.

More than 700 new LG screens will be installed throughout the Air Canada Centre (ACC), and the LG Experience Zone will provide visitors with computer and mobile electronics devices as a pre-game interactive warmup. ‘That’s one of the things that will impact the fans right away,’ says David Hopkinson, SVP business partnerships at MLSE. ‘We’re looking to integrate their products and technology all the way through our operation,’ he tells MiC.

The LG partnership, arranged through experiential marketing and sponsorship sales agency XMC, also includes on-camera placements for the LG Canada logo. ‘We whipped out all the backlist and installed monitors in their place. We will actually be running advertising as well as game content on these screens,’ Hopkinson says.

A goal for the partnership is to also drive consumers to Future Shop, the exclusive retail sponsor, where LG products are sold. Future Shop’s logo will be displayed on ACC and Rich Coliseum signage and rink boards, while brand awareness will be raised through promotional events and giveaways – for instance a ‘Drop the Puck’ event  on Oct. 2 at a retail location in Toronto to celebrate the start of the hockey season.

‘With Future Shop having the largest concentration of stores in the Greater Toronto Area, this market is very important for us. We’re confident our sponsorship with MLSE will deepen our brand engagement with target consumers in the GTA,’ Nikki Hellyer, director of marketing, Future Shop, tells MiC.