X and Toronto Maple Leafs strike exclusive content deal
X and Maple Leaf Sports & Entertainment will stream exclusive video from four Toronto teams on X.
Elon Musk's X social media company and Maple Leaf Sports & Entertainment, the company backing Toronto's top sports teams, have agreed an exclusive content partnership to stream video from the Toronto Maple Leafs, Toronto Raptors, Toronto FC and Toronto Argonauts.
The content will be streamed directly on X, Maple Leaf announced.
It noted that the agreement will let fans engage with teams in new ways and provide a destination for brands to reach Canada’s sports audience.
“We’re thrilled to partner with MLSE to deliver premium, exclusive content to one of the most passionate sports audiences in the world,” said Jeremy Reisler, Head of Advertising Sales, Canada, X.
X said sports conversation in Canada surged by 106% in 2025, and it added that 45% of all sports conversation on the platform is driven by fans aged 34 or younger.
“Getting fans closer to the teams they love through innovative access opportunities continues to be a driving force for our organization,” said Shannon Hosford, Chief Marketing Officer, MLSE.
“Through this strategic partnership with X, we’re unlocking a unique opportunity for fans to get to know the players that define our teams and build community through amplified social engagements with likeminded fans.”
The companies said details on the exclusive X Originals series featuring the Toronto Maple Leafs will be announced early next year.
The Recap
- X and MLSE to stream exclusive video for four Toronto teams.
- Sports conversation in Canada rose by 106% in 2025.
- X Originals Maple Leafs series will be announced early next year.
