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Campbell signs promotional agreement with Maple Leafs

Soup company Campbell Canada has signed a sponsorship agreement with the Toronto Maple Leafs, becoming the official soup brand of the hockey team. The company has also signed a promotional agreement with Leafs player Ilya Mikheyev, who will take on the role of its “chief soup officer.” He will participate in digital advertising, social media activities, game integration, in-store signage, contest promotions and personal appearances. The Toronto Maple Leafs is a property of Maple Leaf Sports and Entertainment.

“It made sense,” said Kristen Knox, director of marketing at Campbell Canada. “He's a great guy, and really well-loved by his teammates and fans. Hockey and soup are such Canadian staples, and when these worlds came together, there was no question we wanted to work with Mikheyev. His passion for the sport and everything from our Classic Chicken Noodle to Creamy Tomato Soup is genuine. When you have something like that, it's a winning combination that can't be ignored. The Toronto Maple Leafs were able to bring it all together with some fun activations planned for the rest of the hockey season.”

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