Case Study: Maple Leaf Sports & Entertainment (MLSE)

Case Study: Maple Leaf Sports & Entertainment (MLSE)Publication Type:
Case Study

Published / Updated:
Oct. 13, 2017

Maple Leaf Sports & Entertainment (MLSE) is one of North America’s premier sports and entertainment organizations. MLSE is a privately held company which owns the NHL’s Toronto Maple Leafs, the NBA’s Toronto Raptors, Major League Soccer’s s Toronto FC, the AHL’s Toronto Marlies, Air Canada Centre, and three digital channels – Leafs TV, NBA TV Canada and GOLTV. MLSE has also invested in four of Toronto’s sports facilities – Ricoh Coliseum, home of the Marlies, BMO Field, home of Toronto FC, Lamport Stadium, and the MasterCard Centre for Hockey Excellence, the practice facility for the Maple Leafs and Marlies. MLSE operates and manages events at Ricoh Coliseum and BMO Field.

Air Canada Centre is a multi-purpose, 665,000 square foot arena located in downtown Toronto, ON. The facility has hosted more than 30 million fans and more than 2,000 events, including hockey, basketball and lacrosse games, concerts and live events since their doors opened in 1999. It is the home of the NHL's Toronto Maple Leafs, NBA's Toronto Raptors, the Toronto Rock Lacrosse team and has been host to some of the best entertainers in the world. Ranked as one of the top five entertainment venues in the world, Air Canada Centre is the eleventh busiest arena in the world.

After 10 years in operation, the facility undertook an extensive renovation and revitalization, including a complete overhaul of the communications system and the way sponsor branding was approached. The facility underwent a $48 million upgrade, including a $3 million digital signage deployment. Management wanted to create a truly unique fan experience which they felt an extensive, attention-grabbing digital signage network could achieve.


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