Case Study: Maple Leaf Sports & Entertainment enhances fanless arena revenue with Icon Digital seat graphics

Maple Leaf Sports & Entertainment fills lower bowl sections with corporate partner seat graphics using Icon Digital

Maple Leaf Sports & Entertainment (MLSE), the owner of the Toronto Maple Leafs, faced a significant challenge due to the COVID-19 pandemic. With games played to empty arenas, the organization lost its crucial revenue from ticket and concession sales and needed to create new income streams. MLSE engaged vendor Icon Digital to produce a novel advertising solution.

Icon Digital designed, printed, and installed custom fabric seat graphics that covered entire sections of the arena's lower bowl. These graphics featured corporate partner logos and were held taut with a custom tension system. The solution was so successful for MLSE that it garnered high praise from other major league teams, leading Icon Digital to produce similar systems for the Brooklyn Nets, Tampa Bay Lightning, and Toronto Raptors.

Maple Leaf Sports & Entertainment (mlse)