MLSE & Live Nation Form Canadian Alliance
Live Nation Entertainment and Maple Leaf Sports & Entertainment have formed a strategic partnership aimed at maximizing their respective operations across Ontario. As part of the new alliance, MLSE will sell and service Live Nation's sponsorships in its properties, which includes the Molson Canadian Amphitheatre.
"The Greater Toronto Area is the third highest grossing event market in North America and this partnership provides an unparalleled venue footprint," said Michael Rapino, President and Chief Executive Officer of Live Nation. "Combining MLSE's strong venue expertise and marketing relationships with our entertainment content makes them an ideal partner for Live Nation. We look forward to partnering with MLSE and building a truly fan focused experience in Ontario."
Rapino added that the partnership will drive new marketing and sales opportunities, while benefiting from operating cost efficiencies. MLSE and Live Nation's respective entertainment venues including Air Canada Centre, Ricoh Coliseum and the Molson Canadian Amphitheatre will continue to be marketed to and open for independent concert promoters and event organizers.
"This is an exciting partnership that will create tremendous synergies for both companies and further boost Ontario's position as a premier destination for live entertainment globally," said Richard Peddie, President and Chief Executive Officer of MLSE. "We look forward to further developing our partnership with Live Nation and to growing our live entertainment assets in Canada in an effort to deliver exceptional fan value and a great experience for artists year-round."