Maple Leaf Sports & Entertainment revealed the details of a new three-year partnership with BlackBerry on Wednesday.

The deal sees the brand become the official mobile computing partner of the Toronto Maple Leafs, Toronto Raptors and Toronto Marlies, and marks the first time MLSE has partnered with BlackBerry.

BlackBerry will activate the sponsorship with in-arena signage and branding, and will work with MLSE to create new platforms and leverage social media to allow fans to connect to their favourite athletes. This will include the launch of BlackBerry 10 fan apps and the development of a BBM channel hosted by Leafs and Raptors personalities who will share updates and content with fans.

Dave Hopkinson (pictured), SVP, global partnerships and marketing, Maple Leaf Sports & Entertainment, tells MiC that BlackBerry has been a long-time target partner for MLSE.

He says BlackBerry is a perfect fit for MLSE, given that today’s athletes tend to be younger and more socially and digitally active.