Maple Leaf Sports & Entertainment (MLSE) comes from hockey royalty—their storied Toronto Maple Leafs are one of the NHL’s original six teams. Today MLSE also owns the NBA’s Raptors, Major League Soccer’s Toronto FC, three farm teams, the Air Canada Centre, a live entertainment business, and more. They use Meltwater analytics and Pulse reports for coverage insights and when reporting ROI to executives and sponsors.
“Don’t be afraid to dream big,” reads MLSE’s values statement, which might explain all the 7-footers on the Raptors roster. Through the years, however, as MLSE continued to grow their business and add franchises, tracking their many teams grew unmanageable. “We generate thousands of articles in a matter of days,” says MLSE’s Akasha DiTomasso. “During the playoffs and the Toronto All Star Game, we needed a better way to block out noise and identify mentions we cared about.”
When teams were on the road, not knowing the local media made it hard to pitch stories. Establishing the PR team’s value proved difficult internally. They had no way to easily share articles and video clips with senior staff, and hours were spent manually building team ROI reports for sponsors.
“When we go into Meltwater and pull reports and compare numbers and impressions and readership and reach, this shows the impact we’re having and helps justify the PR team’s value.”Akasha DiTomasso Corporate Communications
MLSE uses Meltwater to effectively filter the news for each team and brand. Each morning the team pulls media clips and distributes them throughout the organization. Intuitive dashboards allow team members to quickly assess and analyse coverage for team sponsorship reports.
For large events, like the Toronto All Star Game, they use Meltwater Pulse reports to provide an overall communication performance summary of the event. The customized, professional reports provide statistics and insight on key performance indicators like prominence, net tonality, equity scores, and press impacts on social media.
Beyond news monitoring, MLSE can also target influential writers and follow social posts from diehard fans giving them the ability to manage team and brand perceptions across all media channels. Managing all media for their teams from a single platform is a game changer.
“Meltwater reporting is so good that our partnership team can approach partners with solid metrics establishing the value of being associated with MLSE.”Dave Haggith Sr. Director of Communications
Successfully track and filter thousands of mentions daily
Distribute coverage to executives and company departments
Measure success of partnerships by assigning publicity value to impressions
“As the Corporate Communications department, we handle the business side of PR and have another group that handles the PR for our teams. We send out media clips every morning and the team side asked to join the Meltwater platform as well. Meltwater will find stories from publications we weren’t aware were covering our teams, and that’s important for us.” – Dave Haggith, Senior Director, Corporate Communications, MLSE
“We recently held a youth basketball clinic when the Raptors visited Calgary as part of the 2016 NBA Canada Series. We haven’t played there in 20 years, and we were able to find all the media contacts we were looking for in Calgary and reach out to them about the event. We got some great coverage from CTV News, Global News and CBC.” – Dave Haggith, Senior Director, Corporate Communications, MLSE
“Occasionally our team gets into the nitty- gritty of pulling reports and comparing numbers, impressions, readership and reach. We can showcase Advertising Value Equivalency reports for our partnership team, helping them show partners the coverage they get by being associated with our brands. Overall, Meltwater reporting definitely helped us justify the values of the work our PR team members do.” – Dave Haggith, Senior Director, Corporate Communications, MLSE