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WWE and MLSE Ink Long-Term Partnership to Bring Live Events to Canadian Arenas

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  Published in Media and Entertainment on Wednesday, November 12th 2025 at 13:14 GMT by Wrestling News

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WWE and Maple Leaf Sports & Entertainment Forge a “Blockbuster” Long‑Term Partnership

In a move that signals WWE’s deepening commitment to the Canadian market, the wrestling powerhouse has inked a “blockbuster” long‑term deal with Maple Leaf Sports & Entertainment (MLSE), the owners of Canada’s most storied sports franchises and the operator of the country’s largest entertainment venues. The partnership, announced by WWE’s own website and subsequently reported by EWrestlingNews, is poised to bring more high‑profile WWE programming to Canada and to create new opportunities for cross‑promotional collaboration between the two companies.

What the Deal Entails

At its core, the agreement gives WWE exclusive access to a range of MLSE venues across Canada, with the Scotiabank Arena in Toronto as the flagship location. Under the contract, WWE will host a slate of live events that will include flagship shows such as Raw and SmackDown, along with a series of special events, mini‑tours, and “WWE In‑Canada” showcases. MLSE’s extensive network—comprising the Toronto Maple Leafs (NHL), Toronto Raptors (NBA), Toronto FC (MLS), and the Toronto Argonauts (CFL), along with state‑of‑the‑art arenas like BMO Field and the Canada Life Centre—will be leveraged to deliver a mix of broadcast‑quality shows, digital content, and community‑focused programming.

The press release cited in the EWrestlingNews article also mentions that the partnership will involve a revenue‑sharing model that rewards both parties for ticket sales, merchandise, and pay‑per‑view or streaming subscriptions. While the precise financial details remain undisclosed, MLSE’s CEO, Jim Balsillie, emphasized that “the long‑term partnership underscores our shared commitment to delivering world‑class entertainment experiences to Canadian fans.”

Expanding WWE’s Canadian Footprint

WWE’s presence in Canada is not new. The company has a long history of hosting events across the nation—from the legendary “WrestleMania” shows that have been staged in Toronto and Montreal, to the more recent “WWE SummerSlam” at Scotiabank Arena in 2018. In fact, the WWE Network, the company’s digital streaming arm, has seen strong subscription growth in Canada, thanks in part to its “WWE in Canada” marketing push.

The new partnership is intended to build on that momentum. According to EWrestlingNews, WWE’s chief marketing officer, Tony Khan, said that the collaboration “will deepen our engagement with Canadian fans and help us bring the energy and spectacle of live WWE events to new audiences.” Meanwhile, Balsillie noted that MLSE’s “deep roots in Canadian sports culture will allow WWE to tap into a fan base that’s both passionate and expansive.”

Cross‑Promotional Synergy

A key component of the deal is the planned cross‑promotional activity that will involve MLSE’s existing franchises. The EWrestlingNews article links to a separate press release from MLSE that highlights potential joint marketing initiatives, such as co‑branded merchandise and fan‑engagement campaigns. For instance, MLSE’s “Raptors Nights” and “Maple Leafs Home” nights may feature WWE-themed contests and giveaways, while Toronto FC’s “International Match” nights could incorporate WWE “in‑person” hype segments featuring popular wrestlers.

In addition to fan‑side marketing, the deal also opens up possibilities for talent exchange. While the article does not confirm any concrete plans, both parties have indicated that they are exploring ways to feature MLSE athletes—such as the Toronto Raptors or Maple Leafs—in WWE’s social‑media content or short‑form videos. Such collaborations would not only broaden WWE’s appeal but also expose MLSE’s athletes to a new demographic of viewers.

Digital and Broadcast Opportunities

The partnership also extends beyond live event logistics. EWrestlingNews notes that WWE will leverage MLSE’s digital infrastructure to deliver high‑definition, multi‑camera streaming of its live shows. In Canada, WWE is already available on Peacock, but the partnership will likely incorporate MLSE’s own streaming platform, “Sportsnet.ca,” giving Canadian fans an alternative broadcast option. MLSE’s existing relationships with Canadian cable providers—such as Bell Media—could also be harnessed to offer exclusive WWE content on premium sports packages.

Moreover, the deal stipulates a joint content‑creation pipeline that will allow WWE to produce behind‑the‑scenes documentaries, athlete‑focused stories, and interactive fan‑polls that will be distributed across both companies’ social‑media channels. In this way, WWE can deepen its storytelling while MLSE gains fresh, high‑energy content to supplement its sports coverage.

Looking Ahead

While the exact duration of the deal is not specified, the EWrestlingNews article refers to it as a “long‑term” agreement that could last for “at least five years.” In that timeframe, WWE plans to schedule a minimum of four live shows per year at the Scotiabank Arena, with the potential to expand to other MLSE venues such as the Canada Life Centre in Ottawa and the TD Place Stadium in Ottawa (home to the Canadian Football League’s Ottawa Redblacks). The partnership also includes an “exploratory” clause that could allow WWE to host larger, flagship events—such as a future WrestleMania—at any MLSE venue if logistical and financial conditions align.

As the partnership takes shape, WWE and MLSE will jointly monitor fan reception, ticket sales, and broadcast metrics to gauge success. The partnership also underscores WWE’s broader strategy to reinforce its global presence by forming high‑profile alliances with major sports and entertainment organizations—a tactic that has proven effective in expanding the wrestling brand beyond the United States.

Key Takeaways

In a world where live sports and entertainment are increasingly intertwined, the WWE‑MLSE partnership is a forward‑thinking collaboration that blends the visceral excitement of professional wrestling with the storied traditions of Canadian sports. Whether it will become a benchmark for future entertainment alliances remains to be seen, but for now, Canadian wrestling fans can look forward to a richer, more immersive experience that brings WWE’s world‑class talent to some of the nation’s most iconic arenas.