KLM Royal Dutch Airlines has signed an agreement with the Toronto Football Club (TFC) to become the team’s official international airline. KLM will also be the title sponsor of the Tunnel Club, a social space at BMO Field.

The sponsorship includes social and digital ads, as well as spots at the KLM Tunnel Club, stadium visibility and OOH ads. KLM will also launch a contest that will give fans the opportunity to win seats in the KLM field-side section, access to the Club and airline tickets to any destination the airline flies to.

Dentsu is handling both media buying and creative.

Jean-Eudes de La Bretèche, country manager Canada at Air France-KLM, tells MiC that TFC fits with the company’s mission to promote the brand’s commitment to connecting people. “Many KLM customers are connected by their passion for sports, food, and other meaningful moments that bring people together. Soccer is a great example.”

The sponsorship also contributes the brand’s effort to strengthen its business in Ontario, especially in Toronto, which is KLM’s main destination in Canada, with two daily flights to Europe and other places during the summer months, La Bretèche says.

The partnership comes on the heels of the new platform KLM unveiled a week ago to promote the brand as demand for travel increases and Canadians seek more meaningful travel experiences. Rooted on OOH ads, the “Travel Well” platform highlights how the airline helps its customers create more meaningful connections at every stage of their journey.

“This further exemplifies the brand’s commitment to life’s best memories, whether its passion for Canada’s most-celebrated soccer team, or for the love of travelling meaningfully,” says La Bretèche, adding that the company will leverage the partnership with TFC to run new “Travel Well” ads at the stadium.