How ‘bout some cookies to go with the milk on Maple Leafs gear?
The club announced Tuesday that the Oreo brand will be the new helmet sponsor starting this season in a multi-year deal.
Whether or not fans can do without commercial sponsorship altogether to the once-untouchable Leafs sweater, at least the sweet treats appearing with the main product patch of the Dairy Farmers of Ontario is a bit more palatable than Milk and Pizza Pizza, which was Toronto’s helmet sponsor last season.
The Oreo lids — that will have just the brand name and not a picture of the black-and-white biscuits — will debut Sunday when Toronto hosts the Ottawa Senators in their first exhibition game.
There will be joint promotions during the months ahead at Scotiabank Arena and around the GTA, including one at Maple Leaf Square prior to the Ottawa game with prizes and photo opportunities.
“It’s a special privilege to have our logo placed on the helmets of one of Toronto’s iconic and beloved teams,” said Chantal Butler, vice president of marketing for Mondelez Canada, Oreo’s parent company.
The Dairy Farmers reached their patch deal with the Leafs a year ago as NHL teams entered into agreements with everything from banks to gambling web sites to hospitals.
One former Leaf is bound to be disappointed he missed the boat. Forward Noel Acciari, now with the Pittsburgh Penguins, is a huge fan of Oreos, devouring them after team meals, on the plane or as a snack, earning the nickname ‘Cookie.’
X: @sunhornby