Toronto Maple Leafs Announce Major Helmet Sponsorship

The mystery of the missing O's on Toronto Maple Leafs social media and promotions has been solved. The Maple Leafs have announced a new helmet sponsor that is famous for its O's.

For the 2024-25 season, Oreo will be the official helmet sponsor of the Maple Leafs. The popular cookie brand has lent its brand and slogan to the Maple Leafs, urging everyone to “stay playful this season.”

In a video posted to social media, Toronto-area locations are seen without the O on their signage. The new sponsorship has reintroduced the O, but in the form of the iconic circle-shaped Oreo cookie.

The Maple Leafs have used numerous helmet sponsorships over the years, including social media platform TikTok and Toronto restaurant chain Pizza Pizza.

According to a release from Maple Leafs Sports and Entertainment Ltd. (MLSE), fans will have plenty of opportunities to connect with Oreo and the Maple Leafs.

“As players prepare for each game and fans eagerly watch the action on the ice, we are thrilled to feature OREO on our helmets and showcase a brand that shares our commitment to pushing the creative boundaries of fan and consumer experiences,” said Jordan Vader, Senior Vice President of Global Partnerships at MLSE. “In partnership with Mondelēz Canada, we are excited to offer fans a variety of ways to connect with OREO and the Toronto Maple Leafs throughout the season, including social contests, city pop-ups, in-arena activities and more.”

As a bonus to the helmet logo, Oreo's blue and white color scheme matches that of the Maple Leafs, giving it a more cohesive look.

In a hilarious twist, the Maple Leafs have chosen the Dairy Farmers of Ontario as their jersey sponsor for the past two seasons. Their sponsorship patch featured the word “Milk” on both the Maple Leafs’ home and away jerseys. Oreo is also known as “Milk’s favourite cookie.”

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