The Toronto Maple Leafs make a splash by revealing new helmet sponsor

The big reveal came after a playful teaser was spread across social media earlier in the week, with the Leafs' logo showing a noticeable absence of their usual «O.» Fans speculated on what the missing «O» might represent until the team finally made the announcement via social media:

The collaboration between the Maple Leafs and Oreo aims to bring a lighthearted tone to the season, with the tagline "Stay Playful" serving as the campaign's slogan. The Leafs are using this playful energy to connect with their fanbase while continuing to focus on the ultimate goal-winning games. Oreo, known for its «dunk and twist» marketing campaigns, is a natural fit for the Leafs, who have a partnership with Milk. The Leafs want to keep the energy fun and engaging for fans. This partnership adds a unique flavor to the season, both literally and figuratively.

Reactions to the announcement have been overwhelmingly positive, with many Leafs fans taking to social media to express their excitement about seeing the famous cookie brand on their team's helmets.

From a business standpoint, this partnership represents a major win for both the Leafs and Oreo, merging two iconic brands in a mutually beneficial way. The exposure for Oreo during Leafs games, especially televised matches, will help solidify the brand's association with fun and sports. The Toronto Maple Leafs, on the other hand, add a bit of playfulness to their team image while strengthening their sponsorship portfolio.

To mark the first year of their partnership, OREO and the Maple Leafs will host a special event at Maple Leaf Square on September 22, from 5 p.m. to 7 p.m. ET. Fans can attend the free event to play games for a chance to win branded prizes, take part in exclusive photo ops, meet special guests, and enjoy complimentary OREO cookies. Additionally, Maple Leafs fans can enter more prize giveaways through the team's app.

As the Maple Leafs kick off the season, fans can expect to see more collaborations between the team and Oreo in their marketing and promotional campaigns. The #StayPlayful hashtag is expected to trend as the season progresses, creating a buzz both online and in the stands.