Jimmy The Greek has entered into a multi-year partnership with Maple Leaf Sports & Entertainment, serving as the official Greek restaurant partner of Toronto FC. This is the brand’s first sponsorship partnership.

As part of the deal, the restaurant will become the first-ever brand to present all pre-match player walkout ceremonies during regular season home games, in addition to holding a promo night. Jimmy The Greek will also have OOH advertising presence, including billboards along the Gardiner Expressway and digital signage within the Scotiabank Arena.

James Mitrothanasis, the brand’s director of network development, tells MiC that the partnership has led to a realignment of media spending to better resonate with Toronto FC fan base. As part of this shift, the brand is adopting a hybrid approach that combines digital and experiential initiatives to enhance fan engagement before and during games. Their prior marketing efforts have been mostly focused on social, owned and OOH channels.

“These touchpoints (digital and experiential initiatives) also ensure that Jimmy The Greek becomes an integral part of the match-day tradition,” Mitrothanasis says.

He notes that Toronto FC followers provides a good opportunity to engage with key demographics across Toronto and GTA. The team has a loyal and diverse fan base, and the brand wants to leverage that to establish a stronger and more personalized relationship with them and with the soccer community in general, which places a high value on shared experiences.

“We can create meaningful connections with fans and celebrate the energy and passion that make soccer such an integral part of Canadian sports culture,” Mitrothanasis says, adding that as a Toronto-born company, Jimmy The Greek also saw an opportunity to celebrate its 40th anniversary this year by creating new experiences for the city’s sports fans.

Founded in 1985, the brand currently operates more than 55 locations and last year expanded its business with the launch of its first home-delivered restaurant.