DFO and MLSE announce enhanced partnership agreement

Sep 21, 2022

Dairy Farmers of Ontario (DFO) and Maple Leaf Sports and Entertainment (MLSE) announced today an expanded sponsorship opportunity that will see DFO’s milk logo placed on the Toronto Maple Leafs’ home and away sweaters.

This is a very exiting, high-impact opportunity that will give game-changing visibility to DFO’s brand and will increase milk consumption, especially with Gen Zs and millennials. It will also emphasize the impacts of our partnership with MLSE and what that stands for – supporting healthy, active living, community programming and access to hockey (and sport) for youth players and fans.

This is an expansion of our existing partnership with MLSE and builds on the highly effective marketing work done by DFO to date, leveraging efficiencies achieved over the last few years. Having our milk logo on the Maple Leaf sweater puts our brand in front of the right people, in the right place, at the right time. Research confirms 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 4 billion impressions—reinforces milk as relevant and modern to our millennial and Gen Z target audience.

Adding the blue and white milk logo to the Maple Leafs’ iconic blue and white sweaters is a symbol of our shared commitment with MLSE to healthy communities, and recognition of the immense benefits of milk to both elite and everyday athletes.

Source : New Milk

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