Maple Leaf Sports & Entertainment (MLSE) has signed a multi-year agreement with Dairy Farmers of Ontario (DFO) that will see the company’s ‘Milk’ logo feature on all Toronto Maple Leafs jerseys from the start of the 2022/23 season.
The Canadian ice hockey giants have become the National Hockey League’s (NHL) tenth team to secure a jersey patch sponsor after the league permitted teams to sign such deals for the 2022/23 season, expanding the branding on playing apparel inventory teams were able to sell beyond helmets.
“Just as milk nourishes healthy bodies, Ontario’s dairy farming families proudly nourish healthy communities, and that’s been the focus of our ongoing partnership with the Toronto Maple Leafs,” said Cheryl Smith, DFO chief executive.
“Placing our ‘Milk’ logo on the Leafs’ sweaters is a symbol of this shared commitment, and of milk’s role in building strong bodies and healthy lives.”
Jordan Vader, senior vice president of global partnerships at MLSE, added: “Given our pride in our partnership with Dairy Farmers of Ontario, and the immense benefits of milk to both elite and everyday athletes, it’s a perfect fit to see the blue-and-white milk logo on the Maple Leafs’ iconic blue-and-white sweaters.
“Alongside MLSE and DFO’s shared values of support for grassroots initiatives, we look forward to further grow our partnership to reach the next generation of fans and give back to communities across Ontario.”
Elsewhere in the NHL, both the Winnipeg Jets and the Arizona Coyotes have signed their first jersey patch deals.
The Jets have agreed a multi-year deal covering all playing jerseys with Canada Life, the insurance company which also has naming rights to the franchise’s home in downtown Winnipeg, while the Coyotes’ multi-year agreement with Gila River Resorts and Casinos is just for home kits.
