MTA rolls out Red Sox, Sea Dogs and Hearts of Pine E-ZPass stickers
Maine Turnpike Authority Rolls Out New Sports‑Themed E‑ZPass Stickers
Portland, Maine – The Maine Turnpike Authority (MTA) announced Wednesday that it now offers a line of $20 windshield stickers for its E‑ZPass system that feature the logos of the Boston Red Sox, the Portland Sea Dogs, and the Portland Hearts of Pine. The stickers give drivers a way to display local sports pride while paying highway tolls, and a portion of the proceeds from the Hearts‑of‑Pine stickers will go to the Hearts of Pine Foundation.
The MTA has been experimenting with lighter, more eco‑friendly ways to let motorists pay tolls. In March, the agency introduced a generic $5 RFID‑based sticker that replaces the $15 hard‑case transponder. Unlike the transponder, the sticker does not contain a battery and uses less plastic, but it cannot be shared between vehicles.
“We are constantly looking for smart technology that can improve cost efficiency, reduce our environmental impact, and make travel easier,” said MTA Executive Director Andre Briere in a written statement. “When we can pair those benefits with something creative and personal, it is a win for Maine drivers.”
The new sports stickers are marketed as an optional “creative and personal” touch for Maine drivers. Each sticker is priced at $20, with the design reflecting the team's colors and emblem. The Boston Red Sox sticker will carry the iconic navy, red, and white of the Major League club, while the Sea Dogs’ design showcases the team’s teal and yellow. The Hearts of Pine tag features the soccer club’s distinctive green and yellow colors and includes a subtle logo of the Maine coastline.
All proceeds from the Hearts of Pine stickers will benefit the Hearts of Pine Foundation, which supports youth soccer in Maine. Kevin Schohl, president of Portland Hearts of Pine, explained the partnership: “Every Hearts tag represents more than team pride — it helps us expand access to soccer, invest in places to play, and create opportunities for young people to build a sense of belonging.”
The MTA said it plans to expand its “community‑driven” sticker line. The agency teased that Maine Mariners stickers will be added soon, and that it may collaborate with additional New England sports teams in the future.
How to Get a Sticker
The new stickers can be purchased at the MTA’s E‑ZPass office on Congress Street in downtown Portland, or online at the MTA’s website. The agency has also launched a new Maine E‑ZPass mobile app that allows drivers to buy stickers directly from their smartphones. Android users can download the app right away, while Apple users are told the app will launch soon.
MTA officials said that the stickers, like the earlier generic version, use RFID technology so they can be read by toll‑booth sensors without needing a battery. Because the stickers are permanently affixed to the vehicle’s windshield, they cannot be transferred to another car.
A Growing Trend
The partnership with sports teams is part of a broader trend in the United States, where toll authorities are exploring ways to make the toll‑paying experience more engaging. By tying a practical function to a popular local brand, the MTA hopes to boost sticker sales while providing an environmental benefit. The agency’s focus on cost‑efficiency and sustainability echoes its earlier decision to offer the $5 sticker, a move that was hailed as a win for both drivers and the state’s budget.
“Every time a driver pulls up to a toll booth with one of these stickers, they’re not only paying their toll but also supporting something local,” said Briere. “It’s a small gesture that brings a sense of community to the everyday commute.”
The new stickers are available immediately, and the MTA encourages drivers to visit the Portland office or check the website to see which team’s design is best suited to their fandom. With the promise of future releases, the Turnpike Authority is positioning itself as a pioneer in blending technology, environmental stewardship, and local pride.
