Toronto Maple Leafs Announce Oreo as Helmet Sponsor in Creative “Milk and Cookies” Partnership

The Toronto Maple Leafs have added a sweet new sponsor to their roster, announcing Oreo as the official helmet sponsor in a multi-year deal. This partnership pairs Oreo with the team’s jersey sponsor, Dairy Farmers of Ontario’s “Milk,” creating a playful marketing synergy around the iconic combination of milk and cookies.

Replacing Pizza Pizza from last season, Oreo’s famous logo will now appear on the helmets of Leafs players, while the Milk logo remains on their jerseys—a creative and light-hearted representation of one of the most beloved snack pairings.. By pairing these iconic products, the Leafs are embracing creativity in their commercial strategy, turning their on-ice presence into a light-hearted yet strategic marketing win. 

The new partnership also ends a two-week mystery in Toronto, where several ‘O’s mysteriously went missing from prominent Toronto landmarks, including Coca-Cola Coliseum, Union Station, and Tim Hortons. The Leafs teased the reveal on their social media platforms by removing the ‘O’ from their profile photos on X (formerly Twitter) and Instagram, creating buzz and curiosity among fans. This clever pre-launch campaign set the stage for Oreo’s official unveiling.

CASE CLOSED – We found the Missing Os at the practice rink!

Let’s celebrate @OREO as our new helmet partner. Stay Playful this Season Leafs Nation! pic.twitter.com/7agm2Liprt

— Toronto Maple Leafs (@MapleLeafs) September 17, 2024

 “As players gear up for each game and fans eagerly watch the action on the ice, we’re thrilled to feature Oreo on our helmets and highlight a brand that shares our commitment to pushing the creative limits of fan and consumer experiences,” said the senior vice president of global partnerships at MLSE in a release.

In recent years, sports teams have increasingly looked for ways to deepen their relationships with sponsors by aligning partnerships with fan culture. The Milk and Oreo collaboration exemplifies how thematic synergies can create more meaningful marketing activations and enhance club’s commercial success, driving fan interest while adding value for sponsors.

By turning a simple snack combination into a creative marketing tool, the Maple Leafs have set a new standard for inventive sponsorships, reinforcing their family-friendly image while providing substantial commercial benefits.

Stay ahead of the latest sports business trends by subscribing to our free Ministry of Sport newsletter. Unlock even more insights with our exclusive membership plans today!