"Milk and now cookies. It just fits": Maple Leafs fans react as case of missing O's now revealed to be an unexpected sponsorship

We finally know the reason behind the missing 'O's in Toronto. The Toronto Maple Leafs announced that 'OREO' will be their new helmet sponsor for the upcoming season. This replaces 'Pizza Pizza', the team’s previous helmet sponsor.

A promotional video has been released showing OREO as the reason behind the missing 'O' letters in Toronto signs and social media posts. The video also reveals the new helmet design.

The NHL team shared the news on X, saying:

"CASE CLOSED - We found the Missing Os at the practice rink! Let's celebrate @OREO as our new helmet partner. Stay Playful this Season Leafs Nation!"

Soon, fans started reacting to Maple Leafs' update on X.

"Milk, and now cookies. It just fits. But all of us extremely overthought this😂😂," one fan wrote.

"wait it’s kinda funny to have oreos as a helmet sponsor and milk as jersey sponsor. i take it back," fans followed the same theme in their responses.

"We had milk; now we have got cookies," another fan pointed out the same funny fact.

However, not everyone was going to be so soft with their responses. Some fans pointed out the critical aspects of the Maple Leafs' consistent playoff failure.

"That means Oreo must be set to release the new SOFT cookie line," a fan wrote.

"Huh, just like the maple laughs then, hard exterior shell, but way too soft in the interior," another fan poked fun.

"This is horrible! Why do the Toronto Maple Leafs who are worth billions need sponsorships. We should be like the Yankees they don't even have their names on their freaking jerseys since 1920! And have kept the culture intact as one of the original teams," one fan responded.

While the reactions have been mixed, the new OREO sponsorship has ended the speculation about the missing O's.

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Toronto Maple Leafs announced OREO as their new helmet sponsor

The Toronto Maple Leafs have named OREO as their new helmet sponsor in a multi-year deal. This partnership will include digital promotions, retail activities, community events and in-venue experiences.

Fans will see the OREO logo on the team’s helmets starting with the first preseason game on September 22 against the Ottawa Senators at Scotiabank Arena.

To mark the new deal, 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. The free event will feature games, photo opportunities, special guests and free OREO cookies. Fans can also win more prizes through the team’s app.