With over 8 billion global views on the platform, #hockey has taken off on TikTok. From never-before-seen content to mic'd up moments, fans have found a home to connect with the hockey community on the platform. We're always looking for ways to create more engaging moments and experiences for our users, which is why we're excited to announce our partnership with Maple Leaf Sports & Entertainment (MLSE) and the Toronto Maple Leafs - one of the largest NHL franchises - solidifying TikTok as the go-to platform for hockey fans from coast to coast, and around the world.
In a first for the platform globally, the TikTok logo will be placed on Maple Leafs' players' helmets for the 2021-22 NHL season. This is TikTok's first helmet partnership, and Maple Leafs players stepped onto the ice for the season Home Opener donning their newly branded helmets with the TikTok logo.
“Sports fans around the world come to TikTok to find unique content from their favourite teams, players and leagues, and to celebrate their love of the game. Hockey content has had a meteoric rise on the platform, with #hockey garnering over 8 billion views on TikTok," said Daniel Habashi, General Manager, TikTok Canada. "We’re excited to partner with MLSE and the Toronto Maple Leafs, one of the largest NHL franchises, to open up the sport and team to our more than one billion users globally through new and innovative experiences, both on and off the platform.”
The partnership includes immersive in-arena and digital branding, concession items inspired by TikTok trends (available exclusively at Scotiabank Arena) and will also span MLSE's other professional sports teams, with further collaborations to be announced throughout the 2021-22 seasons.
“TikTok has given its users the ability to shape the platform their own way and has organically built a global community through engaging, fun and educational content, which has captured the attention of our fans," said Jordan Vader, Vice President, Global Partnerships, MLSE. "This is a significant moment for both our organizations to work together and reach new audiences, while connecting with our fans in ways we may not have done before.”