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Breaking Barriers in Sports: MLSE x Vagisil Partnership

Role - Marketing Partnership Coordinator, UI/UX Designer

Duration - 3 weeks

Tools - Canva, Freepik, Microsoft Creative Suite, Adobe Create Suite, Zoom

Project Overview

Maple Leaf Sports & Entertainment (MLSE) is one of the world's most established sports and entertainment companies. With a reputation of owning teams including the Toronto Maple Leafs (NHL), Toronto Raptors (NBA) and Toronto FC (MLS), MLSE’s foundation focuses on funding initiatives to support youth through sport and recreational programs. One of their most notable programs is the Global Case Competition. The objective here is to drive business results through integrated marketing partnerships. Thus, my team and I were tasked with proposing a new integrated partnership between one of MLSE’s teams and a brand of our choosing.

How can we deliver a comprehensive and engaging integrated marketing partnership campaign to capture our client?

Creating a New Era of Inclusivity in Sports

When beginning to develop this campaign, my team and I began by discussing sports as a whole. Sports have the power to unite communities, but for many women and girls, barriers to participation still exist.

Our team wanted to bridge this gap and highlight women’s concerns. MLSE is committed to driving inclusion and empowerment, ensuring every fan and athlete feels a sense of belonging, both in the stands and on the ice. With Vagisil, a leader in women’s health and confidence, we saw an opportunity to break down stigmas, normalize conversations around feminine wellness, and engage an underserved yet influential audience in the Toronto Maple Leafs fanbase. This partnership for us was bold, disruptive, and necessary because true empowerment means supporting women beyond the game.

The Process

  1. Research & Discovery

  2. Strategy Development

  3. Concept Execution

  4. Presentation & Refinement

  5. Final Pitch & Takeaways

1.0 Research and Discovery

Targeted Solution and Goal

We began by analyzing the problem space, gathering insights on:

  • Women in sports participation: Understanding barriers that prevent adolescent girls from engaging in sports (confidence, access, stigma).

  • MLSE & Toronto Maple Leafs fan demographics: identifying that 45% of the Leafs' audience is female but underserved in marketing efforts.

  • Vagisil’s brand positioning: aligning with Vagisil’s mission to normalize women’s health discussions and provide accessible solutions.

Key findings:

  • 62% of Canadian adolescent girls don’t play sports.

  • 1 in 4 low-income Canadians experiences period poverty.

  • 85% of women influence consumer spending, making them a critical audience for brand engagement.

2.0 Strategy Development

THE FIT

How does the prospective partner align with the Toronto Maple Leafs and why? 

  • More than a sponsorship - a movement. 

  • Vagasil and the Toronto Maple Leafs are teaming up to redefine empowerment, create opportunities, and drive awareness for menstrual equity. 

  • We’re addressing period poverty head-on, ensuring that every girl and woman can participate in life without barriers.

THE IDEA

What is the ONE BIG IDEA, supporting tactics, KPIs, investment, tie it to the community 

  • “Help a Girl Out” 

  • Deliver menstrual products to understand communities in Canada 

  • Every power play goal by the leafs = donations to schools, shelters, and global partners.

WHAT DO THE NUMBERS SAY?

WHY WOULD THIS BE SUCCESSFUL?

  • Inspire a new generation of confident, empowered women, on and off the ice. 

  • It will help create a lasting change in the sports community.

  • Beyond hockey, positioning Vagisil as a brand that promotes empowerment in all areas of life, resonating with both athletes and non-athletes. 

  • Partnership ties into broader cultural conversations about women in sports and the importance of confidence.

  • Vagisil and Maple Leafs can inspire the next generation of women and girls, creating a legacy of empowerment that extends beyond the rink. 

Using our research, we developed a brand partnership strategy that:

  • Created authentic engagement for female Leafs fans.

  • Addressed social impact through period equity.

  • Leveraged MLSE’s platform to amplify Vagisil’s mission.

We brainstormed and refined ideas, ensuring that our solution had:
A clear brand fit between Vagisil & MLSE
Multiple audience touchpoints (stadium, retail, digital)
A measurable impact on community engagement & period equity

3.0 Concept Execution

Once we solidified the partnership idea, we outlined three key activations:

  1. Vagisil Women’s Sports Day → A flagship game night celebrating women in sports.

  2. Vagisil Mini Essentials Pack → A co-branded product promoting period equity.

  3. In-Stadium Restroom Activation → An experience that normalizes feminine health in sports spaces.

For each activation, we detailed:

  • Budget allocation

  • Execution plan

  • Expected impact & KPIs

4.0 Presentation & Refinement

We crafted a compelling presentation for Round 2 of the MLSE Global Case Competition, structuring it with:
- Data-driven insights to justify the partnership.
- Clear objectives & execution strategy aligned with MLSE’s goals.
- Storytelling to bring the campaign to life.

Through multiple iterations, we refined our deck to ensure clarity, persuasiveness, and feasibility.

5.0 Final Pitch & Takeaways

During the competition, we pitched our strategy to industry professionals, receiving valuable feedback on scalability, brand alignment, and execution feasibility.

Key Takeaways:

  • Strategic brand partnerships must feel authentic & mutually beneficial.

  • Women’s health can be seamlessly integrated into sports culture.

  • Sports marketing should reflect the full diversity of the fanbase.

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