Sonnet becomes official insurer of Toronto FC
An insurance company has once again scored big with Maple Leaf Sports and Entertainment (MLSE). Just months after announcing that MLSE's two most prominent franchises—the Maple Leafs and Raptors—would be launching branded insurance packages in partnership with Aviva Canada, word surfaced today that the MLSE-owned Toronto FC (TFC) would be bringing on Sonnet as its official insurance partner.
Sonnet's presence will be felt in a major way, both at games and in advertisements. The southwest corner of BMO Field (where TFC plays its home games) will be adorned all season long with a bold blue marquee "Sonnet" sign while Sonnet billboards flank the nearby Gardiner Expressway. September 30 will be a Sonnet promotional night featuring giveaways and special experiences. Electrifying forward Sebastian Giovinco will serve as brand ambassador.
The partnership is a major deal for a relatively new company like Sonnet, which launched in 2016 and has the distinction of being Canada's only fully online insurer. It is entering this union at a time where TFC's brand has never been hotter. After years of toiling away near the bottom of the Major League Soccer (MLS) standings, TFC made a thrilling run to the 2016 MLS final, losing narrowly to the Seattle Sounders. But the team remains largely intact, and fans remain hopeful that this season could be the one where TFC finishes the job.
That current of optimism makes Sonnet an even more fitting company for TFC to work with. Sonnet's brand is built around the idea of optimism, something MLSE Vice-President of Global Partnerships Jeff Deline highlighted in the partnership announcement.
"We're excited to welcome Sonnet as the Official Insurance Partner of Toronto FC," said Deline. "Sonnet's focus on spreading optimism and community engagement is a winning combination and we look forward to growing awareness to this new brand amongst our supporters, in and out of BMO Field."