The space will now be renamed Ford Square, according to Maple Leaf Sports and Entertainment (MLSE), the firm that owns the teams and the property. The new name reflects a sponsorship deal between MLSE and the automaker.
The name has sparked an array of reactions.- There is confusion with the Ford family — Doug Ford, Sr., the father of mayor Rob Ford and councillor and mayoral candidate brother Doug, Jr., has a park named after him in Toronto.
- There is anger because the square shared its name with the hockey franchise, and now has a name unrelated to the team.
- And there are questions as to why a company with already comfortable profit margins needs to make money off what has become a fan-created gathering place.