TD WATERHOUSE SLAM DUNKS DEAL WITH MAPLE LEAF SPORTS
By Adnews Staff
TD Waterhouse Investor Services (Canada) Inc. has signed a three-year corporate sponsorship agreement with Maple Leaf Sports & Entertainment Ltd. Both companies are based in Toronto. TD Waterhouse will serve as title sponsor for the upcoming seasons of the Toronto Maple Leafs and Toronto Raptors. TD, which joins a group of seven "Platinum Partners" of Maple Leaf, will have presence on Leafs' and Raptors' television and radio broadcasts as well as on printed material and team advertising. In the Air Canada Centre, home to both teams, the sponsorship title includes the branding of a "TD Waterhouse Platinum Concourse" and "TD Waterhouse Platinum Club." Additional elements of the agreement include sponsorship of a new interactive games area for fans to be launched this fall called the "TD Waterhouse Fan Zone" and the presentation of the Leafs' "Have a Heart Dinner" fundraiser in February. The company also takes on the lead supporting role for the Raptors' "TeamUp" program. The Leafs' 2000/2001 season begins October 7 and the Raptors' season begins October 31. Maple Leaf Sports owns the Maple Leaf hockey club, the Raptors basketball club and the Air Canada Centre. TD Waterhouse is a subsidiary of TD Bank. Public relations for Maple Leaf Sports are handled by Thornley Fallis Communications. Public relations for TD Waterhouse are handled by Strategic Objectives. Both companies are Toronto-based.