Toronto Maple Leafs add two new partnerships

Firehouse Subs are the official sandwich of the storied hockey team, which also signed on e.l.f. as its makeup brand of choice.

The NHL season has just gotten underway and the Toronto Maple Leafs have scored two new partnerships.

In a first for the team, the cosmetics brand e.l.f. has signed on as a partner. On Oct. 12, it launched its “Eyes.Leafs.Face.” campaign with a suite of advertising, in-arena events, digital integrations and social media initiatives that “celebrate both e.l.f. and the Toronto Maple Leafs.”

The deal is meant to foster inclusivity. e.l.f. has been a supporter of women’s sports like the PWHL, National Women’s Soccer League and the Billie Jean King Foundation. Now, it’s partnering with the Maple Leafs to support women fans of sports.

“With 45% of the Leafs’ fan base being female, the ‘Eyes.Leafs.Face.’ campaign allows us to connect with these incredible women in a way that’s rarely been done before. We love creating unique, tailored experiences that resonate with them directly,” says  Patrick O’Keefe, chief integrated marketing officer of e.l.f. Beauty.

“The brand consistently shows up for its community, identifying unique white space opportunities to connect with female fanbases. From the Big Game to the Indianapolis 500 and now Leafs Nation, e.l.f. Beauty is committed to amplifying underrepresented voices and fostering inclusivity,” the brand said in a statement.

Firehouse Subs has also inked a multi-year partnership deal with Toronto’s hockey team, becoming the first new official sub partner in 30 years.

“With shared values of community and teamwork, the sponsorship will not only boost Leaf’s fans’ experience but also support Firehouse Subs commitment to support their non-profit organization; Firehouse Subs Public Safety Foundation,” the brand explained in a statement.

Since expanding into Canada in 2015, the Firehouse Subs Public Safety Foundation has donated more than $3.7 million worth of life-saving equipment to Canadian first responders.

After opening its first Canadian franchise in Oshawa, the brand has spread across Ontario, British Columbia, Alberta, Manitoba and Saskatchewan. Firehouse Subs is a subsidiary of Restaurant Brands International Inc. (“RBI”), which owns some of world’s most prominent quick service restaurant brands, like Burger King, Tim Hortons and Popeyes.