With the big football match – and the brands that participated in it – taking all the attention last week, it was easy to miss news about partnerships in other sports. At the beginning of February, King’s Hawaiian, the U.S.-based makers of sweet and fluffy dinner rolls (or buns, if you prefer) became the official bread sponsor of the Toronto Maple Leafs.

As part of this new partnership, the 74-year-old King’s Hawaiian opened a branded concession stand in the Scotiabank Arena. The eatery, called King’s Hawaiian Junction, combines the brand’s bread products with culinary offerings from Maple Leaf Sports & Entertainment (MLSE).

“Innovation that benefits the fan experience is at the core of our partnership business, and this new concession stand with King’s Hawaiian demonstrates exactly that,” said Jordan Vader, senior vice president, global partnerships, MLSE.

Hungry fans will taste that innovation in menu items, such as a classic fried chicken sandwich, General Tso Chicken Sandwich and the Aloha Dog, which is served with a spicy chili topping, grilled pineapples, crispy fried taro root and scallions on a King’s Hawaiian hot dog bun.

“Since bringing King’s Hawaiian to Canada in 2018, we’ve set out to become part of Canadian culture and traditions, so it is an honour to join forces with the iconic Toronto Maple Leafs,” said Holger Kraetschmer, King’s Hawaiian chief marketing officer. “We continue to expand our ‘On a Roll’ campaign and tap into new Canadian passion points.”

The opening of the new concession coincided with the flight of a TV commercial that ran nationally across Canada two weeks before, as well as during Sunday’s big game.

In December, the bun makers partnered with Chef Dale Mackay to give out sliders at Blue Mountain Resort.