A new school program called 'Stronger Together' aims to curb the decline in interest in the Toronto Maple Leafs and hockey across the Greater Toronto Area. Launched this spring, the initiative features student projects, VIP speakers, and new paths to re-engage young people with the game and the local team.
Alarming signs of disinterest
When free Maple Leafs tickets go unclaimed by young people, it signals weak grassroots interest. Immigration lawyer and season-ticket subscriber Mario Bellissimo was shocked when he and his brother Anthony offered their seats to Grade 7 and 8 bursary winners in the Toronto District Catholic School Board, expecting eager takers. Instead, there was silence. 'It was all Raptors and TFC they wanted. We were definitely seeing a decline,' Mario said.
This trend is troubling for a 109-year-old team in its own backyard and for hockey itself in 21st-century Canada. 'It isn't just a newcomers’ thing, it’s the barriers to access points in hockey,' Bellissimo added. 'The kids believe they’re already shut out. Yes, it’s a sport that’s been here a long time, but they think “that’s not for us.”'
That realization sparked action. The brothers launched a two-fold initiative: ensuring Maple Leaf Sports and Entertainment (MLSE) was aware of the issue, and creating an in-school program to reinforce hockey’s cultural significance.
Stronger Together program
Mario Bellissimo, co-founder and executive director of Stronger Together, led an event at St. Conrad in Downsview on Monday, attended by over 600 students and teachers. The gym buzzed with Leafs and NHL colours as they welcomed Leafs great Rick Vaive, Kalley Armstrong (granddaughter of Leafs legend George Armstrong), and emcee Mike Wilson, the 'Ultimate Leafs Fan.' Juno-nominee Markus de Domenico warmed up the crowd with Stompin’ Tom Connors’ 'The Hockey Song.'
The program, now in its second of eight events, aims to show students they don't need to wear a team sweater to feel part of the game. 'You can be a coach, referee, manager, trainer, stats person, or write about the game. Or play ball hockey, field hockey, even table-top hockey,' Wilson said.
Bellissimo shared his personal story: his father emigrated from Italy in the 1950s with no knowledge of hockey but immersed his children in the sport. Wilson brought tales of Leafs history through his memorabilia business, while Vaive shared on-ice NHL experiences. Kalley Armstrong, who played at Harvard, encouraged Indigenous youth to pursue hockey.
At the first school visit, a Q&A session saw 300 hands shoot up. 'Four- and five-year-olds listened to every word. They all bought in. It reinforces that hockey defines us as a nation,' Wilson noted.
MLSE support and future plans
The Bellissimo brothers’ letter to MLSE CEO Keith Pelley a year ago received a positive response; Pelley took them to dinner to hear more about Stronger Together’s three tenets: teamwork, inclusion, and participation. 'We thought we might get the brush off, but it all worked out,' Mario said. Some of their ideas have already been implemented by MLSE.
Other suggestions, such as making tickets more affordable by restricting resales, will take longer. But the brothers also decided to take action themselves, creating a curriculum-based program with student activity projects. Stronger Together has been approved for 160 schools in the Toronto District Catholic School Board, with activity packages for JK to Grade 8.
Three pillars of the program
Maple Pathways: Introduces students to hockey’s full ecosystem, including coaching, training, analytics, sports science, business, media, music, event staging, management, and community work.
Mini Rinks, Big Dreams: Uses table-top hockey to encourage fine motor skills, strategy, and face-to-face communication, moving away from screens. Many sets will be provided to students.
Skates On, Spirits Up: Focuses on inclusion for those without proper equipment due to cost or access. Donations of unused skates or gear are encouraged, along with advice, league participation, or rides to rinks.
Despite the Leafs’ disappointing season and 59-year Cup drought, Wilson believes the team will remain relevant through Stronger Together. 'After the Blue Jays won the World Series, amateur baseball exploded. The Leafs haven’t won, so there’s no relation for kids to copy any heroes,' he said. The program aims to change that.
