Rogers signs marketing deal with Toronto sports teams

Rogers Communications has signed a multi-year marketing deal with Maple Leaf Sports & Entertainment, which runs many of Toronto's professional sports teams.

Communications mogul Ted Rogers raised his profile in the Toronto sports world several notches higher on Tuesday when he announced a major new marketing agreement with Maple Leaf Sports & Entertainment.

Billed as "a multi-year strategic partnership," Rogers Communications Inc. will be named the preferred supplier of MLSE's wireless voice and data, landline telephone, cable television, internet access and telecom business solutions.

As part of the deal, Rogers will also become a sponsor of such sports teams as the Toronto Maple Leafs, Raptors and Marlies as well as Toronto FC, and a sponsor within the Air Canada Centre hockey arena.

Rogers did not release the financial details of the relationship.

Rogers said the deal gives it a chance to demonstrate its technology to sports fans. More importantly, it gives Rogers branding, advertising and promotional rights to all MLSE teams, as well as in the Air Canada Centre.

Rogers is already a sponsor of the Rogers Centre, the Toronto baseball stadium that was originally named the Skydome.

"Our experience with the Blue Jays at the Rogers Centre, and as the title sponsor of the Rogers Cup, has demonstrated for us the enormous power of leveraging our passion for sports to forge even closer ties with consumers," said Stephen Graham, an executive vice-president with Rogers.

"Putting the horsepower of the Maple Leafs and the Raptors behind us will turbocharge our sports marketing efforts."

MLSE is a privately held company that owns and operates the Toronto Maple Leafs, Toronto Raptors, Air Canada Centre, Toronto Marlies, Toronto FC, Maple Leaf Square and two digital channels that feature the Leafs and the Raptors.