Maple Leaf Square, the open area between the Air Canada Centre and the condominiums surrounding it, has become an impromptu gathering place for fans of the Maple Leafs and Raptors in Toronto, particularly over the past few playoff runs for the respective professional teams.

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.