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Toronto Maple Leafs and Peoples Jewellers Announce Multi-year Partnership


TORONTO, ON - The Toronto Maple Leafs and Canada’s number one diamond store, Peoples Jewellers, have announced a multi-year partnership that will commence with the 2015-2016 NHL season. The three-year partnership will see Peoples Jewellers become the Official Jeweller of the Maple Leafs and will feature exciting fan experiences, both in-store and in-arena. A highlight of the partnership is the “Ultimate Penalty Kill” promotion, which will give one Leafs fan at each home game the opportunity to win jewelry from Peoples Jewellers should the Leafs score a short-handed goal during a penalty kill.

“We are truly thrilled to be the Official Jeweller of the Toronto Maple Leafs and excited by the unique opportunity we have to deliver memorable experiences for fans and guests,” said Scott Davies, Senior Vice President of Marketing, Peoples Jewellers. “From the interactive in-arena promotions to the special in-store events we have planned, this will be an amazing season both on and off the ice.”

In addition to the “Ultimate Penalty Kill” promotion, Peoples will also have a strong in-arena presence at the Air Canada Centre, including branding on the Bremner Board in Maple Leaf Square, concourse signage and executive suite digital screen prominence. Fans will also be able to celebrate their favourite team over the course of the season through three in-store events at Peoples Jewellers locations in Toronto.

“MLSE is extremely excited to welcome Peoples Jewellers as the Official Jeweller of the Toronto Maple Leafs,” said Jeff Deline, Vice President, Global Partnerships, MLSE. “We look forward to welcoming Peoples Jewellers into Air Canada Centre through the ‘Ultimate Penalty Kill’ promotion, and we can’t wait to interact with fans in Peoples locations across Toronto. As two historical Canadian brands come together, I know Peoples and the Maple Leafs will continue to excite fans for years to come.”


About Peoples Jewellers

Peoples Jewellers, Canada’s number-one diamond store, is operated by Signet Jewelers Limited, the world’s largest retailer of diamond jewelry. Signet Jewelers operates Peoples Jewellers among its approximately 3,600 stores. For additional information on Peoples Jewellers visit or follow us on Facebook® (

About MLSE
Maple Leaf Sports & Entertainment (MLSE) one of the world's premier sports and entertainment companies, owns the Toronto Maple Leafs (NHL), Toronto Raptors (NBA), Toronto FC, Toronto Marlies (AHL), Raptors 905 (NBA D-League), and TFC II (USL). It also owns Air Canada Centre, Maple Leaf Square, three digital channels - Leafs TV, NBA TV Canada and GOLTV Canada and has a partnership with Live Nation - the biggest concert promoter in the world. MLSE has also invested in and operates five of Toronto's sports facilities - Ricoh Coliseum, BMO Field, Kia Training Grounds at Downsview Park, home of Toronto FC's Academy and the First Team's practice facility, and the MasterCard Centre for Hockey Excellence, the practice facility for the Maple Leafs and Marlies.

Media Contacts:

Akasha Di Tomasso, MLSE,, 416-815-5924

Kim Kanary, Peoples Jewellers,, 330-668-5785