Maple Leafs unveil milk logo as first game jersey sponsor patch

The Maple Leafs have announced their partner for their first-ever sponsor patch on their game jerseys, and the news so far hasn’t been as controversial as the announcement the Canadiens made last week.

The Leafs jersey will feature a Dairy Farmers of Ontario “Milk” crest on the upper right chest and shoulders, the club announced Tuesday on the eve of the start of training camp.

The Leafs said they entered into a multi-year partnership with the farmers’ organization to “support healthy active living, community programs and access to hockey for players and fans around the world.”

Leafs fans will see the players wear the jerseys in game for the first time when the team opens its preseason schedule this weekend against Ottawa (the Leafs and Senators play a doubleheader at Scotiabank Arena at 1 p.m. and 7 p.m.)

The farmers’ group pledged 5,000 tickets to Saturday’s games to community youth groups and “young fans who wouldn’t otherwise have the opportunity to attend Maple Leafs games.”

The NHL has opened the door to branding deals for all of its teams this season.

The Leafs and Canadiens will sport jersey crests for the first time in their respective histories, but some Montreal fans argue the team’s “sacred” jersey shouldn’t be tied to for-profit branding.

The Canadiens unveiled their RBC crest last week and immediately received unfavorable reviews. Greenpeace Quebec voiced its disapproval, based on research it said showed RBC was the world’s fifth-largest investor in fossil fuels.

RBC has pledged to donate $20 from each jersey sold to the Montreal Canadiens Children’s Foundation, but Greenpeace has asked anyone purchasing the new jersey to black out the RBC logo.

Leafs legend Doug Gilmour appeared in a milk commercial – to favorable reviews – when he was team captain in the 1990s.

Comments are closed.