TORONTO (AP) — The Toronto Maple Leafs sported TikTok decals on their helmets Wednesday night for the season opener against the Montreal Canadiens.
The team’s parent company announced a deal with TikTok earlier Wednesday for the social media platform’s logo to appear on players’ helmets throughout the season.
Maple Leaf Sports and Entertainment said the one-year agreement with the video-sharing service also includes in-arena and digital branding, concession items inspired by TikTok, and further collaborations with the company’s other sports properties.
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The NHL added helmet advertisements last season and the board of governors has unanimously approved sponsor patches on jerseys beginning next season.
The NBA began selling jersey sponsorships in 2017-18 when Nike became the league’s official apparel company.