LOS ANGELES — King’s Hawaiian announced its new partnership with the Toronto Maple Leafs as the NHL team’s official bread.
To mark the collaboration, the baking company opened a branded concession stand on Feb. 1 at the Scotiabank Arena, home to the Canadian hockey team.
“Innovation that benefits the fan experience is at the core of our partnership business, and this new concession stand with King’s Hawaiian demonstrates exactly that,” said Jordan Vader, senior VP, global partnerships at Maple Leaf Sports & Entertainment. “With food being a key piece of Maple Leafs fans’ in-game experience, we are proud to offer fans even more options and opportunities to amplify their experience at Scotiabank Arena together with King’s Hawaiian.”
King’s Hawaiian Junction eatery highlights the brand’s sandwich and hot dog buns. The debut of this offering falls alongside the King’s Hawaiian “On a Roll” campaign, which includes an ad that ran during and in the weeks leading up to Super Bowl LVIII.
“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 honor to join forces with the iconic Toronto Maple Leafs,” said Holger Kraetschmer, chief marketing officer of 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.”
