The Toronto Maple Leafs unveiled a new helmet advertiser yesterday, their third different helmet advertiser since the NHL began permitting teams to put ads on helmets.
And the new advertiser (as you can see from the above photo) is Oreo.
Naturally the team made the announcement in the form of a video — a video in which the team revealed why the team removed the letter “O” from their social media accounts and from their arena.
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
The new helmet will debut Sunday when the Maple Leafs begin their 2024-25 pre-season against the Ottawa Senators at Scotiabank Arena.
The team has previously had TikTok as their advertiser starting in the 2021-22 regular season when the league began allowing teams to sell advertising space on helmets.
Following the end of that agreement, the team next partnered with the Canadian pizza chain Pizza Pizza in 2023-24.
While no uni (or helmet) ad is good, the Maple Leafs may have created the most symbiotic pairing of advertisers, as the Leafs have “Milk” as a jersey ad. Is there anything that goes better with Oreos than milk?
The Leafs the have worn the “Milk” ad since the 2022-23 season as part of a multi-year agreement with the Dairy Farmers of Ontario.
If you’re scoring at home, there have been four teams with new jersey or helmet ads in the past week-plus. Those are the Washington Capitals, Los Angeles Kings and Ottawa Senators, all of whom got first-time advertisers for their white jerseys, as well as the Edmonton Oilers, whose ad will deface their home jerseys. Both the Capitals and Kings already had advertisers for their home uniforms as well as helmets, but both Oilers jerseys had been ad-free. The Oilers did have a helmet advertiser previously. And as mentioned above, this will be the third helmet advertiser for the Maple Leafs.
The NHL regular season is just around the corner (and pre-season games begin this Saturday), so we can probably expect a few more teams to announce either new or replacement advertisers in the next couple days.
Got milk?
I just tried the Oreo Coke Zero Sugar last night (because I hate myself, apparently), and it was gross. The helmet ad is also gross, as were the previous ads.
Perfect for the team everyone loves to dunk on
Ha! Appropriate. I picture the Leafs sitting at home in front of a fire and the TV in their soft housecoats. Dunking cookies and milk watching the playoffs, when the playoffs get tough and real.
If they had any style sense, they would make these helmets black with a white horizontal stripe in the middle.
Don’t give them any more crazy ideas with their black “flip side” uniforms
So now their sponsors are cookies and milk? Is their new mascot Santa?