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Industry NewsDairy Farmers of Ontario partners with Toronto Maple Leafs

Dairy Farmers of Ontario partners with Toronto Maple Leafs


The Dairy Farmers of Ontario is partnering with the Toronto Maple Leafs in a new campaign that will see the organization’s “Milk” insignia appear on all the team’s game sweaters starting this NHL season.

The initiative builds on the partners’ multi-year partnership to support healthy active living, community programming and access to hockey for all players and fans.

The multi-year agreement comes into effect as the NHL introduces a sweater partner branding program to all clubs this season.

“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, CEO of Dairy Farmers of Ontario (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.”

DFO’s “Milk” insignia will appear in the upper right chest area of the Maple Leafs’ home, road and specialty sweaters. Fans will first see it in action as the Maple Leafs open their pre-season exhibition schedule with a doubleheader against the Ottawa Senators at Scotiabank Arena on Saturday, Sept. 24 (1 p.m. and 7 p.m. start times).

To celebrate the enhanced Maple Leafs partnership, DFO will provide 5,000 tickets to the game to community youth groups, providing more access to hockey for young fans who might not otherwise have the opportunity to attend a Maple Leafs game. DFO’s partnership with the Maple Leafs and MLSE will include even more grassroots and community programming to support healthy active living and access to the game of hockey for all players and fans.

Smith says “DFO is committed to nurturing a dynamic, thriving dairy industry. Adding the blue-and-white Milk logo to the Maple Leafs’ iconic blue-and-white sweaters promises to be a game-changer for the visibility of milk and dairy, and to remind everybody of the immense benefits of milk to both elite and everyday athletes.”

cheryl_smith-8299339Cheryl Smith

rosa_checchia-2998014Rosa Checchia

Rosa Checchia, chief marketing officer of DFO, says “having the Milk logo on the Maple Leaf sweater is highly effective at targeting the right people in the right place at the right time. Research confirms that the Toronto Maple Leafs have been able to reach beyond the traditional fan base to dramatically expand engagement with Millennials and Gen Zs and that there are more eyes on the Toronto Maple Leafs than other sports organizations. This massive reach—almost four billion impressions—reinforces milk as relevant and modern to our millennial and Gen Z target audience.”

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