Westshore, which owns PRT, is the public relations firm for the Toronto Maple Leafs, the NHL and the Toronto Raptors.
It was created in 2014 by former PRT head and current CEO Marc Rotenberg.
In January, Westshore reported a $5.2-billion loss.
In February, Rotenberg left PRT and Westshore to join the Toronto-based consultancy firm of Skadden, Arps, Slate, Meagher & Flom.
He was replaced as CEO by the former CEO of the NHL’s NHLPA and one of the league’s biggest stars, Pat Lafontaine.
Westshore was acquired by the NHL in 2018 for $400 million.
It is owned by the Toronto Blue Jays and the NBA’s Toronto Raptors, among others.
In June, Rotenburg and his team announced a $25-million pay cut for Westshore employees, a move that many believe could hurt their ability to compete with other private PR firms.
What does the public have to say?
In March, Rotberg and the team behind PRT told The Sports Bible they were working on a new public relations strategy and it would include new media tools.
They also said the team was looking to expand the range of media products it offers.
The media strategy is expected to be released sometime in the second quarter of 2018.
The team also announced that a new sports marketing platform would be launched next year.
How did PRT become the public face of the Leafs?
PRT was created by Rotenberg, former NHLPA executive VP of communications, to provide the Leafs with professional and high-quality PR services.
Rotenberg had been the Leafs PR executive since 2009.
He also helped launch PRT’s parent company, Skadden Arps and Slate, the public affairs and public relations division of the NFL, the NBA and the Canadian Football League.
In 2018, Rotheim and his brother-in-law, Chris Lough, were appointed as co-CEOs of PRT.