Maple Leafs add TikTok logo to helmets as both companies search for new audiences
|Toronto Star 13 Oct 2021 at 19:21|
TikTok, that app that gained prominence with young teens creating their own short dancing and lip-synching videos, is heading into the world of sports in a new partnership with the Toronto Maple Leafs .
As the puck dropped on the Maple Leafs’ 105th season, the venerable NHL franchise unveiled a partnership deal with one of the most popular content platforms in the world with the TikTok logo appearing prominently on helmets worn by the players.
For a hockey team looking for a younger audience, and a social media platform looking for more mature users, it would seem there is something in the partnership for both.
“There’s a great opportunity for us to work together and leverage each other’s audiences absolutely to be able to bring unique content to one another,” said Nadia Niccoli, TikTok’s head of marketing. “The idea of being able to partner with a 100-year-old brand and such an iconic Canadian team like the Toronto Maple Leafs has really afforded us a really unique and groundbreaking opportunity to be able to be part of their legacy and the impact that they have across the sports fan base.”
Niccoli said hockey has had an “incredible rise” on the platform, with “#Hockey” garnering eight billion views. Niccoli said TikTok is aiming to broaden its appeal to users between 18 and 49.