🏒 Beyond the Ice: How the Toronto Maple Leafs Are Scoring Big with Marketing in 2025

If you don’t know it yet, I’m a big Leafs fan, it’s practically part of the Toronto starter pack and I’m also lucky enough to be working for them (yes, I have way too many jobs 😅). So, while the Leafs' playoff run this year might not have ended with a Stanley Cup (surprise, surprise 😅), that doesn’t mean we’re not winning in other ways. This year, what really caught my attention wasn’t just what happened on the ice but rather what was going on behind the scenes in their marketing strategy.

I came across this article from Strategy Online about how MLSE (Maple Leaf Sports & Entertainment) launched an in-app loyalty program for the Leafs’ playoff run. You can check out the article here:

👉 MLSE launches in-app loyalty program for Leafs’ playoff run 

🧠 The Strategy: Points, Playoffs, and Pucks

The article highlights how MLSE introduced a loyalty program feature in their “Maple Leafs App” during the playoffs – Fan Access. Fans could earn points by participating in various activities, like checking in at games, answering trivia, and engaging with exclusive content. These points could then be redeemed for exclusive rewards - think merch, discounts, game or tailgate tickets and other perks.

This move isn't just about freebies. It's about creating a deeper connection with fans. From a fan’s perspective, it kind of gamifies the experience. It turns being a loyal supporter into something interactive and fun, even if you’re watching from your couch with a plate of wings instead of freezing at Scotiabank Arena. By integrating digital experiences, the Leafs are ensuring that the excitement extends beyond game nights, keeping fans engaged throughout the season.

🎯 My take on the Strategy

From a marketing standpoint, this is a power play, it’s both smart and emotionally intelligent. MLSE is leaning into the digital world in a way that feels fresh but also fan-first. They’re not just selling a game or merch. They’re building a relationship with the fans. A community. By rewarding fan engagement, the Leafs are fostering loyalty and making every fan feel valued.

But here’s where I started thinking more critically, too. The article gets into the “what” of the campaign, but it left me wondering about the “what next?” For example:

• Is this inclusive? Not every fan is tech-savvy or has access to smartphones or even wants to download another app. Are there options for those who prefer a more traditional experience? How can MLSE make this more universally accessible?
• Will it last? Playoffs bring out the passion in everyone but what about the regular season grind? Can this kind of hype be sustained over 82 games? Or does it burn out?
• Could smaller-market teams pull this off? MLSE has resources. Tons of them. And the Leafs have a massive fan base. Would this work for teams with smaller budgets or less fan loyalty?

I also thought about how smart this is from a data point of view. Every time someone checks in, clicks, or answers a trivia question, MLSE gets insight into what fans care about. That can shape future campaigns, ticket sales, even team branding. It’s marketing with immediate feedback, which is super valuable.

🏟️ The bigger picture: What can we learn

If you’re studying event marketing like me, this is such a cool example of how marketing isn't just about the product or service anymore, it’s about the experience.

MLSE didn’t just launch a campaign, they created a mini ecosystem. One where fans feel heard, seen, and rewarded. That’s brand loyalty on a whole other level, and honestly, it doesn’t just apply to sports. This type of strategy - engagement + gamification + personalization - is something we’re seeing more and more in entertainment and festivals. It’s a reminder that the best marketing doesn’t feel like marketing at all. It feels like community.

🗣️ Let's Discuss!

I'm curious to hear your thoughts:

• Have you participated in the Leafs' Fan Access loyalty program? What was your experience?
• Do you think digital engagement enhances your connection to the team? And does it adds or distracts from the actual experience?
• How do you see the future of fan engagement evolving in sports?
• What other brands or events are doing a great job of building loyalty like this?

Drop your thoughts in the comments below, I’m genuinely curious how you all feel about this kind of shift in sports marketing! And if you've come across other innovative sports marketing strategies, I'd love to hear about them. I’ve still got a few more posts to write! 😅

Thanks for reading, and Go Leafs Go. Next year is our year!

Maria 🏒✨