King's Hawaiian sponsors Maple Leafs
By Rob Bale
Baked goods company King's Hawaiian of Los Angeles has signed a sponsorship agreement with Maple Leaf Sports & Entertainment. The brand will be the official bread of the Toronto Maple Leafs hockey team. As part of the sponsorship, the company has opened a branded concession stand called “King's Hawaiian Junction” at Scotiabank Arena in Toronto. The agreement also includes advertising in the venue.
“Since bringing King's Hawaiian to Canada in 2018, we've set out for King's Hawaiian Rolls to become part of Canadian culture and traditions, so it is an honour to join forces with the iconic Toronto Maple Leafs,” said Holger Kraetschmer, chief marketing officer at King's Hawaiian. “As we continue to expand our 'On a Roll' campaign and tap into new Canadian passion points, we're particularly excited about the unveil of a first of its kind eatery that proves just how well our soft and fluffy buns pairs with hockey, one of Canada's favorite pastimes.”