TORONTO, ON — In a move that cements his growing star power both on and off the ice, Toronto Maple Leafs forward Matthew Knies has officially signed a major endorsement deal with international athletic apparel giant Under Armour, marking one of the largest rookie-year sponsorships for a Maple Leafs player in recent memory.

The 21-year-old winger, known for his fierce drive, two-way play, and breakout performances this season, has quickly become one of the most exciting young talents in Canadian hockey — and now, one of its most marketable faces.

💼 A Multiyear Deal with Major Implications

Sources close to the negotiation confirmed that the multi-year deal, valued at over $7 million, includes a mix of financial compensation, exclusive product collaborations, and significant marketing commitments. Knies will now become a featured face of Under Armour’s “Built for the Ice” campaign, which aims to expand the brand’s influence within hockey culture across North America.

“It’s not just about the money,” Knies said during a press conference at the Scotiabank Arena earlier today. “It’s about working with a brand that understands athletes — on and off the ice. Under Armour’s commitment to innovation and performance lines up perfectly with how I prepare for every single game.”

🌟 From Rookie to Role Model

Knies’ path to this level of recognition has been meteoric. After making his NHL debut in the 2023–24 season and showing flashes of brilliance in the playoffs, he has since solidified himself as a top-six forward for Toronto. His combination of size, speed, and physical play has made him a fan favorite, and he’s scored 18 goals and added 27 assists through 68 games so far this season.

“He’s just getting started,” said Leafs head coach Sheldon Keefe. “The way he handles pressure, the spotlight — it’s rare. We knew he was special from day one, but he’s evolving into a face of this franchise.”

Off the ice, Knies has also been praised for his community outreach, often seen visiting local schools, youth hockey camps, and charity events in the Greater Toronto Area. Under Armour reportedly took note of his clean-cut image and commitment to giving back — traits that make him an ideal brand ambassador.

📸 Lights, Camera, Knies

As part of the endorsement deal, fans can expect to see Knies featured in digital and televised ad campaigns, custom gear drops, and even a limited-edition signature line of performance apparel, which is rumored to include a Minnesota-inspired base layer nodding to Knies’ roots.

Marketing experts say the deal is a smart play for both parties, with Knies being seen as the “next big thing” in a massive hockey market like Toronto.

“Knies isn’t just a player — he’s a brand in the making,” said NHL branding analyst Marcus Irving. “This deal puts him on the same trajectory as young stars like Auston Matthews and Trevor Zegras when it comes to crossover appeal.”

🇨🇦 Big Win for Canadian Hockey

This endorsement is also being celebrated as a win for Canadian hockey visibility, especially for younger players looking to build their careers in the NHL’s largest and most pressure-filled market.

Fans across Leafs Nation are already buzzing, with many praising the organization for fostering a culture where young talent like Knies can thrive — and now, shine on a global stage.

🏒 What’s Next?

With the Maple Leafs preparing for another high-stakes playoff push and Knies playing a key role in the team’s top-six rotation, all eyes will remain on how he performs under the lights.

But one thing’s for sure — whether it’s game night at Scotiabank or a commercial break on national TV, Matthew Knies is about to be everywhere.