MLSE is the powerhouse sports brands that owns and operates four of the five Major League Sports teams in Toronto; the Raptors, Argonauts, TFC, and the Maple Leafs. Each team has their distinct flavour and fanbases, and the teams and their fans have a tremendous impact not only on the city, but the entire country of Canada.
MLSE realized they could benefit from an understanding of these fans beyond the box office and business transactions figures…an understanding of their fans as humans. Then, it would be essential to internally socialize this perspective so the organization could have a common story about the people so important to its success.
And this is where The Sound came in to bring this wide range of fans to life!