Under new rules, members of the National Hockey League have been given the okay to sell some prime real estate to new advertisers.
Beginning this season, fans will see front-of-jersey patches featuring the latest advertising partners of their favourite teams. The Montreal Canadiens have come under fire for having sold the patch to RBC Royal Bank, but the Toronto Maple Leafs’ choice is likely going to make some farmers very happy.
The Leafs announced Tuesday that the Dairy Farmers of Ontario (DFO) “Milk” logo will appear on the front of Maple Leafs’ home, road and specialty sweaters, and will be introduced at the exhibition games against the Ottawa Senators at Scotiabank Arena on Saturday, September 24.
As part of the multi-year agreement, DFO will provide 5,000 tickets to the game to community youth groups, and over time will include grassroots and community programming to support “healthy active living and access to the game of hockey for all players and fans,” according to a press release.
“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,” says Cheryl Smith, CEO of DFO. “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.”