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FOR IMMEDIATE RELEASE September 30, 2026 |
September 30, 2026 – PORTLAND, Maine – Maine Turnpike Authority (MTA) today announces the launch of four new branded E-ZPass sticker tags available for purchase. For $20-dollars, drivers can now purchase a sticker tag featuring the Portland Sea Dogs, Boston Red Sox or Portland Hearts of Pine. The new tags provide a smaller, more secure, and environmentally friendly alternative to traditional hardcase transponders, along with a new way to show New England sports pride.
“We are constantly looking for smart technology that can improve cost efficiency, reduce our environmental impact, and make travel easier. When we can pair those benefits with something creative and personal, it is a win for Maine drivers,” said Andre Briere, Executive Director, Maine Turnpike Authority.
“Sea Dogs fans come from across Maine, and for many of them, the Maine Turnpike is part of their journey. This partnership is a fun way for fans to take a little piece of the ballpark wherever the road takes them,” said Jesse Scaglion, General Manager, Portland Sea Dogs.
The new sports tags are now available alongside a cost efficient $5 non branded sticker tag — MTA’s lowest priced transponder option to date — as well as the traditional $15 hardcase transponder. Before launching the program, MTA conducted a three-month pilot program to ensure the tags performed comparably to traditional hardcase transponders.
Better for the Environment, Less Expensive and More Secure
MTA’s new sticker tags offer environmental and cost-saving benefits. The tags use passive RFID technology, eliminating the need for an internal battery, and require significantly less plastic than traditional transponders. Their smaller, lighter design makes them less expensive and more efficient to produce and mail. By cutting packaging, postage, and weight of each shipment, MTA can meaningfully reduce its overall carbon footprint. The tags also provide added protection against theft or unauthorized use. Because each tag adheres directly to the vehicle’s windshield, it is automatically deactivated if removed and cannot be moved from vehicle to vehicle like traditional transponders.
Turning Team Pride Into Community Impact
The new tag program extends beyond transportation and aims to strengthen and build Maine communities through purposeful partnerships. 100-percent of the proceeds from Portland Hearts of Pine sticker tags will benefit the Hearts of Pine Foundation, a nonprofit that uses soccer to build connections through after-school programs, local partnerships and investments.
“Support from Maine drivers and the Maine Turnpike Authority allows us to strengthen even more communities across Maine,” said Kevin Schohl, Team President, Portland Hearts of Pine. “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,” said Schohl.
MTA plans to build more community-driven partnerships with professional teams across New England and collegiate teams with ties to Maine. Hockey fans will soon have the option to buy a Maine Mariners branded tag thanks to a new partnership that’s currently underway.
“When we collaborate, we learn more about one another's contributions and efforts to enrich life in Maine, which is why the future of this program is exciting,” said Briere. “MTA hopes to explore more partnerships to celebrate things we love and align with our mission to serve the state,” Briere added.
New Technology Builds Upon History of Customer-Driven Improvements
In addition to the sticker tag program, MTA announces the launch of its mobile app this week. Through the app, customers can manage E-ZPass accounts, check balances, replenish funds, and purchase new sticker tags. The app is available now through mobile app stores by searching Maine E ZPass. It is currently available on Android, with availability on Apple/iOS devices expected any day now. The app and sticker tag program demonstrate the continual effort put forth by MTA for almost 80-years, to continually improve how Maine’s 109 mile roadway meets the needs of drivers. From building the first toll-supported superhighway in New England, the Turnpike remains 100-percent user-funded – without the use of tax dollars – with 65-percent of revenue coming from out of state traffic. As the most critical gateway for Maine’s economy and goods, MTA has consistently invested in thoughtful planning and safety improvements through its self sufficient revenue model. Over the past eight decades, these investments have included safety projects that support Maine’s tourism and freight demands, traffic flow improvements, the launch of electronic tolling, first in industry snow removal equipment, a fully staffed 24/7 traffic management center, and a dedicated state police troop. The Maine Turnpike Authority was founded in 1947.
For any Maine driver looking to buy a new sticker tag, they are available in-person at the E-ZPass customer service office on Congress Street in Portland, by searching Maine E-ZPass on mobile app stores, or online. The new sticker tags are optional, and Maine drivers do not need to replace existing transponders.