Live Nation Partners With MLSE

Live Nation Entertainment and Maple Leaf Sports & Entertainment have announced a partnership, with MLSE handing Live Nation’s sponsorships and ticket sales in Toronto, and Live Nation supporting MLSE’s efforts to build a House of Blues.

MLSE and Live Nation state the partnership will maximize their complementary abilities to drive entertainment opportunities across Ontario. MLSE will sell and service LN’s sponsorships and premium tickets at Live Nation properties in the market, including the Molson Canadian Amphitheatre. MLSE and Live Nation’s respective venues, including Air Canada Centre, Ricoh Coliseum and Molson, will remain open for independent concert promotion and event organizers, according to a statement.

“The Greater Toronto Area is the third-highest-grossing event market in North America and this partnership provides an unparalleled venue footprint,” Live Nation CEO Michael Rapino said. “Combining MLSE’s strong venue expertise and marketing relationships with our entertainment content makes them an ideal partner for Live Nation.”

Financial details were not disclosed but Live Nation will help privately owned MLSE if it chooses to proceed with initial plans to build an HoB in Toronto, according to the Canadian Press.

MLSE owns NHL’s Toronto Maple Leafs and NBA’s Raptors among other teams, Air Canada Centre and three digital television channels. It is also invested in four of Toronto’s sports facilities, including Ricoh Coliseum.