MLSE Social Media Strategy



Maple Leaf Sports and Entertainment is a local mini sports empire here in Toronto. Repeatedly regarded as the highest earning property in the NHL year after year, the Maple Leafs lead  the pack of other MLSE properties: the NBA’s Raptors, Toronto Marlies of the AHL, and the surprisingly highly successful Toronto FC of the MLS league.

Internal Social Media Sites

MLSE has 2 online communities for the Leafs and Raptors:

These sites are tied into their primary websites ( and and internal database. These online communities serve to drive fans back to their sites and are further supported by 3rd party social media platforms like Facebook and Twitter. Here is the ROI… more unique visitors to these sites = sponsorship opportunities.

The Leafs on Facebook

Here is the official Facebook Fan Page for the Leafs. There are several fan created fan pages – a testament to their base and brand. While the page is still evolving, MLSE is focused on providing unique applications for the fans to use – like building a custom jersey or creating your own hockey card. This represents a viable e-commerce stream in addition to fan engagement.

MLSE on Twitter

Monika with a K


Here is where I see an interesting approach – one that is different than other teams – MLSE is focusing on people vs. the brand on Twitter. Rather than follow “the Leafs”, MLSE has positioned an individual – Monika – as the face of the online community. Monika is also the in-game announcer, so she is tied in with fan experience in a live capacity.  Via the Twitter platform, Monika represents the brand. True to social media’s core of people as content – time will tell how the strategy of individual vs. brand will play out.

The Raptors have a similar approach – but the indivual is a further step removed and embodied in Raptors Web Guy. Here, Raptors Web Guy comes across as someone within the organization, but not a named/pictured individual. In this way, Raptors Web Guy is half person and half brand – again, a different approach than what other teams are doing on Twitter and one that is noteworthy.


32 thoughts on “MLSE Social Media Strategy

  1. The dilemma most organizations are struggling with is how to effectively get people to bring their content/brand into someone’s social networking world. Fanaticam is the solution.
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  2. JOhn

    Hey Carson,

    Liked the article.. but not sure if you did your homework on the MLSE as it is not a local “mini” Sports empire… Its probably one of the biggest in the world and for sure in Canada.

  3. Thanks for your comment John,

    When it comes to sports empires – there are none bigger than AEG.. I also look at George Gillette‘s properties (including NHL, NASCAR, English Premier League Football). Both of these examples are international in scope and are capital “M” Major brands and facilities. MLSE possesses 2 Major brands in the Leafs and Raptors among 4 local properties – the AHL Marlies and MLS Toronto FC are just not on that level of exposure, fan base, media coverage, etc… Nothing against MLSE, of course… that is certainly not my intent.

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