Maple Leaf Sports and Entertainment is bringing its teams directly to holiday shoppers this year with a new installation at CF Sherway Gardens. From November 28 through December 31, fans of the Toronto Maple Leafs, Toronto Raptors, Toronto FC and Toronto Argonauts can visit a dedicated retail and experience space offering merchandise, memorabilia, ticketing options and live appearances by players and alumni.
The initiative, called the Fan Access holiday pop-up, is part of MLSE’s effort to extend its teams’ presence beyond Scotiabank Arena during one of the busiest shopping periods of the year. The company is positioning the pop-up as a retail environment that blends shopping with live engagement, rare items and franchise storytelling.
The concept arrives at a time when CF Sherway Gardens continues to evolve its mix of tenants. The mall has adapted following the departures of Hudson’s Bay, Nordstrom and Saks Fifth Avenue, and it is now leaning more heavily into stand-alone boutiques, dining destinations and branded experiences designed to drive foot traffic.
Merchandise, Experiences and Game Access
The Fan Access space goes further than a typical seasonal shop. Visitors will find products from Real Sports Apparel, MLSE’s flagship retail brand, but also several features meant to draw fans who want more than a jersey. The pop-up offers game tickets, Scotiabank Arena tour passes, game-worn items, on-site cresting and a selection of exclusive memorabilia that is usually reserved for the retailer’s Scotiabank Arena store.
Holiday gift wrapping is available with proceeds supporting MLSE Foundation. Fans can also watch live games inside the space and browse displays that highlight key moments in the history of the Maple Leafs, Raptors, Toronto FC and the Argonauts.
“Following the overwhelming positive reception to the Fan Access in-app platform, we challenged ourselves to pursue even more unique and impactful ways for fans to experience meaningful connection to our teams beyond the arena and the game,” said Shannon Hosford, Chief Marketing Officer at MLSE. “With special guest drop-ins, access to exclusive memorabilia and more, the Fan Access pop-up lets Toronto sports fans embed their favourite teams and players into their holiday traditions like never before.”
Players and Alumni Expected at the Pop-Up
MLSE plans to use the month-long run to bring in high-profile guests. Opening day on Black Friday will feature Maple Leafs alumnus Wendel Clark. Throughout December, current Maple Leafs and Raptors players will appear, along with alumni from the four franchises. Scheduled guests include Jamaal Magloire of the Raptors, Sebastian Giovinco of Toronto FC, Michael Pinball Clemons of the Argonauts, and Maple Leafs legends Darryl Sittler and Curtis Joseph. Team mascots will also participate.
The full appearance schedule is available at FanAccess.ca. MLSE is treating these visits as an anchor of the pop-up, intended to boost daily traffic and bolster the overall draw.
Building on the Digital Fan Access Platform
The installation extends MLSE’s broader Fan Access program, which launched in the fall through the Maple Leafs and Raptors apps. That platform offers exclusive content, contests and experiences designed to deepen engagement with fans. By translating the program into a physical location, MLSE is testing how a hybrid approach might encourage stronger loyalty while reaching audiences outside the arena.
The Fan Access holiday pop-up also reflects MLSE’s increasing focus on year-round engagement. While the company’s teams remain among the most followed in Canadian sports, particularly the Maple Leafs and Raptors, MLSE has been expanding the commercial and experiential side of its business. Retail has become an important channel in that strategy.
