Maple Leafs Missing ‘O’ Mystery Solved as OREO Revealed as New Helmet Sponsor

The mystery around the missing O's in Toronto has finally been solved.

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The Toronto Maple Leafs announced on Tuesday that 'OREO' will be the team's official helmet sponsor for the upcoming season, replacing 'Pizza Pizza', the organization's second helmet ad.

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

This is technically Toronto’s fourth helmet sponsor. They partnered up with TikTok in 2022-23 when ads were first permitted in the NHL. Pizza Pizza replaced TikTok last season as the home helmet sponsor. Toronto did not have a road sponsor but wore a Scotiabank logo for their two games in Sweden as part of the NHL’s Global Series.

The sponsor ends a two-week mystery where several 'O's went missing on buildings in Toronto, including Coca-Cola Coliseum, Union Station, and Tim Hortons. The Maple Leafs even teased the partnership on their socials, taking the 'O' out of their profile photo on X and Instagram.

"As players gear up for each game and fans eagerly watch the action on the ice, we’re thrilled to feature OREO on our helmets and highlight a brand that shares our commitment to pushing the creative limits of fan and consumer experiences," MLSE senior vice president of global partnerships said in a release.

"In partnership with Mondelez Canada, we’re excited to offer fans various ways to connect with OREO and the Toronto Maple Leafs throughout the season, including social contests, city pop-ups, in-arena activities, and more."

Related: Fans Speculate as Maple Leafs Tease New Social Media Profile Picture Across Platforms and at Scotiabank Arena With 'O's' Missing

The Maple Leafs and OREO will host a special event at Maple Leaf Square from 5:00 p.m. to 7:00 p.m. ahead of the team's opening preseason game on Sep. 22 against the Ottawa Senators. Fans can win Maple Leafs and OREO branded prizes, plus meet special guests and enjoy complimentary OREO cookies.

The partnership with OREO is a perfect partnership with Toronto's jersey sponsor, Milk — the Dairy Farmers of Ontario. One player who might be happy about the collaboration is Maple Leafs defenseman Simon Benoit, who has often discussed his love for milk.

Related: 'I Drink Milk Every Single Day': Simon Benoit's Growing Popularity With the Maple Leafs

Players will debut the new helmet in their first preseason game on Sep. 22 against the Ottawa Senators inside Scotiabank Arena.

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