The social media platform was Toronto's first helmet ad sponsor when the NHL began permitting them in 2021.
The social media platform was Toronto's first helmet ad sponsor when the NHL began permitting them in 2021.
It appears as though the Toronto Maple Leafs are on the hunt for a new helmet ad sponsor.
According to the Toronto Star's Kevin McGran, the Maple Leafs will not wear the social-media platform logo TikTok on their helmets this season as the ads were missing from the team's helmets during the morning skate ahead of their regular-season opener against the Montreal Canadiens.
“The Maple Leafs and MLSE are proud of the innovative partnership with TikTok and look forward to future projects together,” said Dave Haggith, vice president of communications for Maple Leafs Sports and Entertainment told McGran in a statement.
It's not clear why the helmet ads were specifically halted. The social media platform will continue to be a sponsor in different ways.
The Leafs wore the ads on their buckets as recently as the team's final pre-season game on Saturday against the Detroit Red Wings.
The Maple Leafs entered into a partnership with TikTok ahead of the 2021-22 regular season when the NHL began allowing clubs to sell the advertising space. The league expanded to jersey ads in 2022-23 and the Leafs have worn the official logo of the Dairy Farmers of Ontario in its place.
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