LG Electronics Canada (LG) has renewed its multi-year partnership with Maple Leaf Sports and Entertainment (MLSE), making it the exclusive consumer electronics partner of the Toronto Maple Leafs, Toronto Raptors, Raptors Uprising Gaming Club, Raptors 905 and the Toronto Marlies. The agreement includes LG’s extensive product line-up of televisions, home appliances including ranges, refrigerators and dishwashers, IT solutions including monitors and projectors, Air Solutions and Digital Signage. 

The 13-year partnership between LG and MLSE now extends to the MLSE Foundation, which strives to improve the lives of youth by empowering them through sport and recreation. As part of this commitment, LG will support the MLSE Foundation through the LG Community Heroes initiative launched in 2020, which celebrates the work that Maple Leafs and Raptors fans do in their communities to create a #LifesGoodMoment for those who need it most. 

This week, LG has launched its 2022-23 “#LifesGoodMoment” campaign that celebrates sports fans and the positive impact they have in their local communities. It kicked off with a video and includes monthly-themed contests for fans of the Maple Leafs and the Raptors with opportunities to win LG prizes throughout the season.

Forsman and Bodenfors developed the creative for the campaign. PHD Canada is responsible for the paid social and digital media aspects. Digital agency Reprise will execute the social contest. LG-One, a subdivision GCI Canada, will partner with social influencers to create additional content and manage PR efforts. XMC supported on the sponsorship renewal with MLSE.