Inside Mastercard’s Indigenous Playmaker Marketplace at Scotiabank Arena

The most interesting piece of merchandise at Scotiabank Arena over the last two weeks wasn’t a jersey—it was a tote bag that read “AMBE NIIBIISHAN AMBE.”

The phrase translates from Anishinaabemowin to “Go Leafs Go.” It’s a subtle but significant shift in the visual language of the city’s biggest sports hub, anchoring The Indigenous Playmaker Marketplace presented by Mastercard.

Launched alongside the Toronto Maple Leafs’ Indigenous Celebration Game, which took place on January 10, the pop-up inside Real Sports Apparel is an exciting move to integrate Indigenous entrepreneurship into the high-volume machinery of professional sports retail.

For Chelsee Pettit, founder of the Indigenous department store aaniin, the initiative is about readiness. Pettit was brought on by Mastercard to help curate the selection, searching specifically for makers who had the hustle and the infrastructure to handle getting access to Leafs IP.

“It’s not just about representation. It’s about making sure they succeed,” Pettit says. Her curation process was highly strategic, focusing on businesses that were operationally ready for the spotlight. By prioritizing logistics and scalability, she ensured these businesses could thrive on a major stage. “For me, the most important thing was to make sure we’re providing the best possible quality,” she explains, noting that a successful execution today paves the way for future collaborations. “We don’t want to close the door behind us.”

The result is a collection that feels accessible, thoughtful and thoroughly Canadian in its identity. Pettit’s own contribution, the custom blue tote, uses Roman orthography rather than her brand’s signature syllabics. It’s a deliberate design choice to spark conversation on a “hometown classic,” inviting non-Indigenous fans to ask, learn and engage with the language in everyday spaces.

The marketplace featured four Indigenous small businesses, each bringing a specific story to the arena:

aaniin: Pettit’s brand is all about visibility. The tote bag is a practical piece of game-day gear, but its primary function is to bring Anishinaabemowin into the mainstream conversation.

FOR4GED Candle Company: Founder Taylor Parker of the Bear clan developed a scent housed in a white ceramic vessel meant to evoke a fresh sheet of ice. Blended with traditional Haudenosaunee medicines, it’s a tribute to the meeting of sport and culture.

Kokom Scrunchies: This collaboration is deeply personal for founder Mya Beaudry and her mother, Marcie Beaudry. Mya has been playing hockey since she was three years old. The XL blue scrunchie represents her strength as a defensive player holding the blue line, while the white version features the Leafs logo to reflect her love for the community.

MINI TIPI: Co-founders Trisha Pitura and Melanie Bernard are addressing the lack of authentic Indigenous design in the textile industry. Their blanket features woven roots to symbolize the deep ties shared with ancestors and the land. It is a celebration of connection, created by a partnership between a member of Nipissing First Nation and a co-founder of settler descent.

This activation served as a physical extension of Mastercard’s broader strategy in supporting small business. Shawna Miller, senior vice president of marketing and communications for Mastercard Canada, describes the partnership with Pettit as a full-circle evolution—Pettit was an inaugural recipient of the Mastercard Small Business Fund in 2022 and now helps direct the strategy for major events.

“Small businesses make up the fabric of the Canadian economy,” Miller notes. She emphasizes that beyond just selling products, the goal is for fans to see the dedication behind them. “We want them to understand the craftsmanship and the power that this community has to really power the Canadian economy as a whole.”

Over the last two weeks, the shop served as a rare opportunity to bypass digital storefronts and connect directly with the craftsmanship that defines this land. The enthusiasm from fans at the Indigenous Celebration Game was so high that 85 per cent of the inventory sold out on game day.

​“Leafs fans are diehard,” Pettit says. “We share that same fierce pride in our culture. Supporting Indigenous makers is the ultimate way to back the home team—it’s as local as you can possibly get.”

​Learn more about how Mastercard supports small businesses in Canada here.