Toronto’s sports scene has been getting an electrifying boost with the launch of “Crunch Time,” a new live content series that dives deep into the heart of the city’s sports entertainment culture. Broadcasting directly from Scotiabank Arena, this series is set to captivate fans with unforgettable moments and special guest appearances that embody the game day spirit.
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Tik Tok x MLSE
TikTok, in collaboration with Maple Leaf Sports & Entertainment (MLSE) and Frito Lay Canada, launched the Creator Zone by TikTok. This in-arena space, a first in Canada’s sports and entertainment landscape, promises fans an exclusive glimpse into the game day experiences of the Maple Leafs and Raptors.
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The series will shine a spotlight on various cultural elements surrounding sports, from team-themed artworks and original music performances to custom-designed jerseys and exclusive giveaways. The journey began with the Raptors taking on the Indiana Pacers on February 14 and made its debut with the Maple Leafs episode airing on February 17. Tonight, April 2, the series is set to wrap up with the Raptors taking on the Lakers and tomorrow, April 3, with the Maple Leafs taking on the Lightning.
“TikTok is the hub for sports enthusiasts globally to share their zeal,” expressed Joshua Bloom, TikTok Canada’s General Manager of Global Business Solutions. “We’re thrilled to join forces with Frito Lay and MLSE to launch the Creator Zone and ‘Crunch Time,’ elevating the synergy between Maple Leafs and Raptors fandoms and creator culture to new heights.”
Jordan Vader, Global Partnerships, MLSE, on why this partnership is a fit: “Over the past few years, we’ve had a successful partnership with TikTok, beginning with the brand appearing on the Maple Leafs’ helmets during the 2021-22 and 2022-23 seasons. This new initiative allows us to take our shared commitment to engaging fans in new and unique ways to the next level. As our fans evolve how they interact with our teams, whether it be in-person, through the broadcast, digitally, and now on TikTok, it is important that we also continue to offer innovative ways to grow their passion for the game”.
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What’s next?
With the Toronto Maple Leafs on the path to another playoff run, speaking as a Leafs fan hopefully a longer one this time, it’s only fitting to ask Jordan what’s next for this series. “We hope to continue this series beyond this season and are already thinking about its evolution so we can build momentum on a successful year one. Whether that’s Playoffs or next season, fans can expect to see more and should stay tuned for what’s to come”.