LG Selects XMC to Manage MLSE Sponsorship Portfolio

March 18, 2021 – XMC, a leading Canadian sponsorship and experiential marketing agency, is pleased to announce it will be working with LG Canada to support the company’s sponsorship of the Toronto Maple Leafs and Toronto Raptors.

XMC will primarily provide strategic counsel and measurement services. Using its proprietary Sponsorship Scorecard methodology, XMC will help LG optimize its partnership strategy with Maple Leafs Sports & Entertainment (MLSE). “LG is an innovative brand, with a long history in the Canadian marketplace and a long standing partner of MLSE”, said Pat McEleney, XMC’s EVP and Partner.  “Their impressive catalogue of products in the home electronics, home appliance, digital signage and mobile phone space help Canadians create life’s good moments, and we are proud to be a part of the team”.

“XMC’s valuable insights and deep understanding of the sponsorship space make them an excellent resource for LG”, said Robin Powell, Head of Marketing for LG Canada.  “As our sponsorship evolves, metrics and analysis help us make critical strategic decisions.  We are excited to partner with XMC and leverage their experience in strategy, execution and analytics”.

Recently, LG in partnership with MLSE launched the #LifesGoodMoment campaign to support the Toronto Maple Leafs and Toronto Raptors throughout the 2021 season. In addition to creating a unique content series, LG is encouraging fans to share their own Leafs or Raptors #LifesGoodMoment for a chance to win a suite of LG Connected Home products.

About XMC. Founded in 2006, the XMC Group of Companies and its dynamic team of industry professionals provide strategic counsel, negotiation, execution, data analytics and measurement of sponsorship and experiential marketing programs and services.  By leveraging a shared passion for sport, music, culture and cause, XMC connects with consumers, creates deep engagement, and inspires target action.  With over $1.5B in deals negotiated, activated and/or valuated, XMC delivers client success by taking ownership, inspiring confidence, and exceeding expectations.