Not many GTA traffic jams caused by winter wonderlands end happily.

But for Tim Leiweke, president of Maple Leaf Sports and Entertainment, a specific gridlock on a chilly November day last year led to a revelation.

It was Nov. 17, and Leiweke was caught behind Toronto’s annual Santa Claus Parade as it holly-jollied its way across the city to the delight of thousands of onlookers.

“He realized, we need to be a part of this,” said Mike Bartlett, executive director for the MLSE Foundation.

Bartlett spoke to the Star alongside president and CEO of the Santa Claus Parade, Peter Beresford. On Wednesday, after months of meetings, the two long-standing Toronto institutions announced a partnership that hopes to dramatically grow the parade and contribute hundreds of thousands of dollars to charity.

“We couldn’t be more excited about this,” said Beresford as he strolled around SCP’s 28,000 sq. ft. warehouse, pointing to half-built and finished floats, bedazzled trees, flying bears and dozens of other magical items that line Santa’s Secret Workshop.

Beresford and Bartlett stopped to admire one float in particular — one of three new additions to the lineup.

Emerging from a massive faux-TV screen is a Styrofoam Toronto FC player, winding up for a goal kick on a cowering keeper.

“Rather fitting for the (FIFA) World Cup right now, don’t you think?” said Beresford with a smile.

As it’s only June, the football player’s matching Styrofoam head has not yet been attached, but come this year’s parade on Nov. 16 he’ll be more than ready to shoot up a storm alongside a float each for the Toronto Maple Leafs and the Toronto Raptors, the other two major pro teams in the MLSE stable.

“When I first came here, I was overwhelmed by what they accomplish,” said Bartlett, gazing at the goalposts.

But three new floats are just the beginning of what this partnership aims to bring to Toronto.

On its 110th anniversary, the SCP will host its first pre-Parade Festival in Maple Leaf Square.

“You won’t believe your eyes after we dress that place up!” said Beresford.

MLSE will also volunteer sales and marketing services, not to mention volunteer for and participate in events like the Holly Jolly Fun Run and Celebrity Clowns.

“We hope to use our expertise in marketing and sales to really help grow the parade in its reach and its revenue,” said Bartlett.

For both Beresford and Bartlett, the charitable aspect of the partnership really hits home. Every year for at least the next five years, SCP and MLSE will donate $200,000 to charitable organizations through the MLSE Foundation.

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“We’re talking about Santa here. It only makes sense to give,” said Beresford.

While their formal agreement stipulates the community partnership will last a minimum of five years, Bartlett said the two organizations are thinking much longer and bigger than that.

“We want to be able to look back on this and say we’ve been working together for decades,” he said.

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