The Toronto Maple Leafs and TikTok have expanded their partnership with a program for the 2022-23 NHL season that focuses on one of the most important pieces of hockey equipment: the helmet.

“Toronto Maple Leafs’ fandom transcends generations and extends to a global community, with ‘#hockey’ content seeing over 17 billion views on TikTok,” notes Adam Burchill, head of sports, North America, TikTok. This season, Burchill adds that TikTok will offer fans experiences on and off the platform, including creating an innovative effect that allows hockey lovers to don the iconic Maple Leafs’ Helmet.

Furthermore, following last year’s introduction, the TikTok logo will once again be featured on the Maple Leafs players’ helmet. Fans will also have the opportunity to win their very own TikTok branded Maple Leafs’ helmet through an exclusive contest on the Toronto Maple Leafs app. In order to win this prize, along with an all-expense paid trip to watch the Maple Leafs on the road on Jan. 21, 2023, fans will have to register on the app with their TikTok account.

Later in the season, the organizations will offer even more opportunities to win prizes through the #BlueBucketCrew contest. TikTok and the Toronto Maple Leafs designed a digital helmet that fans can virtually try on through a custom augmented reality filter on the Maple Leafs app. Photo and videos featuring the helmet posted on TikTok with the accompanying hashtag will have the chance to win tickets to a Maple Leafs home game.

The Male Leaf’s helmet is not the team’s only gear to be sponsored. In September, the Dairy Farmers of Ontario signed on to sponsor its jerseys.