After days of mystery, the reason for the missing letter ‘O’ around Toronto and social media has been explained! The Toronto Maple Leafs announced on X this afternoon that “OREO” will be the team’s helmet sponsor for the upcoming 2024-25 season.

Early last week, fans began to notice the letter ‘O’ was missing from the Maple Leafs display picture on X, and a fan then noticed it was missing from the jumbo screen down at Scotiabank Arena.

After days of conspiracy and fans trying to figure out the reasoning behind this, it now makes sense. The Maple Leafs announced ‘Milk’ as their jersey sponsor ahead of the 2022-23 season on a multi-year partnership, and with the last few helmet sponsors being ‘Pizza Pizza’, ‘TikTok’ and ‘Scotiabank’, ‘OREO’ felt like a no-brainer.

As seen above in a post by Chris Johnston, the ‘OREO’ logo will be placed across the top of the helmet, similar to their other helmet sponsors over the years. You can get a first look at the new helmet sponsors on the players this Sunday, August 22nd at 7:00 pm ET when the Toronto Maple Leafs open up their 2024-25 preseason schedule at Scotiabank Arena in a match against the Ottawa Senators.

“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,” Jordan Vader said. “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,” the Senior Vice President of Global Partnerships with MLSE added in a release.