LG Canada is the new sleeve sponsor of Toronto FC

The patch is a continuation of the long-standing partnership between MLSE and the electronics brand.

When Toronto FC takes on Miami FC on Wednesday, they will have a little something new up their sleeve. Or on it.

LG Electronics Canada, which has had a long-standing partnership with the team’s ownership group, Maple Leaf Sports & Entertainment (MLSE), is a new sleeve sponsor of Toronto’s soccer team. The right arm sleeve patch is a continuation of LG’s 15-year collaboration with MLSE in providing innovative technology solutions to its venues and enhancing the fan experience for its teams. Along with the new patch, LG will also become the title sponsor of West Club at BMO Field. Positioned at section 123, the newly named LG Club will offer members elevated matchday experiences, and play host to future activations and events.

“We are honoured to strengthen our longstanding partnership with MLSE by welcoming Toronto FC into our collaboration,” says Kevin (Ki Yong) Yim, president and CEO of LG Electronics Canada in a statement. “This expansion highlights our shared values of innovation and enhancing the everyday lives of our customers. Together with MLSE and Toronto FC, we are excited to continue delivering exceptional experiences and innovative products that resonate with fans and customers alike.”

“Toronto FC fans wear their dedication and heart on their sleeve, and we are proud to weave LG into the fabric of our kits that TFC players and fans sport passionately,” said Jordan Vader, senior vice president of global partnerships with MLSE. “Building on the longstanding relationship between LG and MLSE, we are thrilled to expand this partnership to Toronto FC and deliver unparalleled experiences for soccer fans in our stadium and beyond.

One way the LG partnership extends beyond the pitch is through its support of MLSE Foundation, which works to provide equitable access to sports. According to MLSE, LG supports the MLSE Foundation through the LG Community Heroes initiative launched in 2020, which celebrates the work that Maple Leafs and Raptors fans and affiliated charities do in their communities.