April 17, 2019

TORONTO, ON — Weston Foods and Maple Leaf Sports and Entertainment (MLSE) are proud to partner in a multi-year agreement to elevate every game moment, in the hearts and minds of basketball and hockey fans.  Collaborating with Toronto’s favourite sports teams, the partnership will showcase and bring to life Weston Foods brands – Wonder, D’Italiano, and ACE Bakery – in relevant and authentic ways where consumers want to feel connected to brands.

Working together with MLSE, the Wonder brand will own the softer side of sports, rooted in its “Power of Softness” positioning and what the product and brand stands for. Together, Wonder bread and the Toronto Maple Leafs will elevate the importance of attaining and developing the leadership traits and soft skills necessary to excel both on and off the ice.  Likewise, for D’Italiano, the partnership will create more unapologetically feel good moments for Toronto Raptors fans, growing brand affinity by showcasing its larger than life personality both on and off the court.  Lastly, the ACE Bakery brand will be a part of creating premium moments and connecting fans to memorable celebrations both in stadium and at home.

“Weston Foods has been delivering freshly baked products to Canadians for over 120 years and we are excited to be part of this partnership with MLSE, which will allow us to continue to build strong connections with our consumers through their passion for sports,” says Nicole Pekerman, Head of Marketing and Centre of Excellence at Weston Foods.  “Through ownable and engaging platforms, we have a shared commitment with MLSE to deliver elevated moments at every game, which will create relevant connection with our brands in the hearts and minds of fans.”

Weston Foods looks forward to kicking off the 2019-2020 season in October with a Toronto Raptors and D’Italiano activation, which will be featured across Ontario on packaging, in-store, in-venue and through an extensive media campaign.  Followed by an exciting Toronto Maple Leafs and Wonder bread campaign with specifically produced content, packaging, and media support.

“We are proud to welcome Weston Foods Canada as a new partner for the Toronto Maple Leafs and Toronto Raptors,” said Jeff Deline, Chief Revenue Officer at MLSE. “Weston Foods, with its wide variety of brands, will provide engaging, educational and entertaining content that further connects our fans to their favourite teams.”

About Weston Foods

As bakers, Weston Foods strives to elevate everyday moments for its customers and consumers. As a leading North American bakery company, the company bakes breads, rolls, donuts, pies, cakes, bagels, tortillas, cookies, crackers and more. Weston Foods produces many well-loved Canadian brands – Wonder, ACE Bakery, Country Harvest, D’Italiano, Gadoua, Casa Mendosa and Dave’s Killer Bread, to name a few. The company also supplies ice cream cones and sandwich wafers to the dairy industry and produces U.S. Girl Scout cookies. Employing around 6,000 employees who proudly operate more than 40 bakeries across the U.S. and Canada, Weston Foods products are sold in North American retailers, supermarkets chains and foodservice outlets.  For more information about our Company, please visit www.westonfoods.ca

Media Contacts:

Charzie Abendanio, MLSE, charzie.abendano@mlse.com

Erin Del Giudice, Weston Foods Canada, erin.delgiudice@mosaic.com