Do the Toronto Maple Leafs Need More Justin Bieber?

Justin Bieber continues to be a constant presence around the Toronto Maple Leafs. Is it time to make the relationship between the artist and team official?

Justin Bieber was at the Toronto Maple Leafs game on Saturday at Scotiabank Arena. His attendance was highlighted in a way that no other celebrities are when they attend a hockey game. His unique connection with the team runs deep.

Bieber was seen in a box seat cheering on the Leafs as they shut out the New York Islanders. He then went down into the bowls of the arena to greet and give Auston Matthews a hug. With that embrace, the question must be asked whether the pop star should be more involved with the team.

Though the list of celebrity Leafs fans is impressive, there is no doubt that Bieber is one of the most famous. His global standing makes him one of the most well-known artists worldwide. Another Canadian, Drake, who can claim the same bragging rights has used his celebrity status to partner with the Leafs parent company, Maple Leafs Sports and Entertainment (MLSE).

Comparing Bieber to Drake

In September of 2013, Drake was named MLSE’s Toronto Raptors “Global Ambassador“. The connection between the rapper and the club runs deep. He has been a vocal supporter of the Raptors, often appearing courtside in his regular seats and hosting playoffs watch parties.

In 2018, when general manager Bobby Webster traded DeMar DeRozan to the San Antonio Spurs for Kawhi Leonard, Drake was given the vacated stall in the dressing room with a nameplate above it that reads “The Boy”.

Drake and MLSE also got together in 2019 to rename their practice facility. The gym was given the title of the OVO Athletic Centre. The sign in front of the building on the Exhibition grounds also adorns Drake’s owl logo. When the team practices, that same logo sits on the left shoulder of their practice jersey.

The Truth About the Relationship

The Leafs might ask themselves whether Bieber adds the same prestige that the Raptors sought when they gave Drake a title. While the team may benefit in some capacity if they were to get into business with the pop star, having Bieber as a Global Ambassador shouldn’t do much for them.

The relationship between Drake and the Raptors was one birthed out of need. The Dinos weren’t nearly as popular in 2013 as they are now. Drake helped the team grow its fanbase. His association with the franchise made it cool to cheer on the Raptors, especially with the clout he carried in Toronto.

The current Leafs are an excellent team full of exciting players. Their exciting play alone attracts viewers and fans.

Toronto doesn’t need Bieber to have an official role or have him occupy a spot in the locker room to sell out the arena or push their merchandise. That’s not to say that his association wouldn’t bring some casual fans to follow the Toronto Maple Leafs, it likely would. Those numbers just wouldn’t make a drastic difference to the Buds bottom line.

An official relationship might help Bieber sell Drew House merch, his unisex clothing line. If Matthews and company are seen sporting his clothes, Leafs fans may be more inclined to invest in some items for themselves.

https://twitter.com/MapleLeafs/status/1213880592498077700

Instead of having a formal bond, the Toronto Maple Leafs will likely continue to give Bieber unprecedented access to the team and its players.

It costs MLSE nothing to have Bieber visit Matthews for hugs, but when he does that shortly after playing shinny with three Maple Leafs in his hometown of Stratford, it could have Bieber’s fans pay attention.

Perhaps the diehard Beliebers like our own James Tanner, get themselves a Leafs jersey to be more like their hero. This would obviously be encouraged by MLSE and Leafs brass.

Don’t be surprised to see Bieber continuing to pop up around the team. While he may not officially be associated with the Leafs, his friendships are real as is his fandom of all things blue and white.