The Toronto Maple Leafs on Tuesday revealed why the team removed the letter "O" from their social media accounts and Scotiabank Arena signage.

The change was a marketing campaign for the announcement of Oreo cookies as the Leafs' helmet sponsor for the 2024-25 season.

The sponsorship will take the form of a white "Oreo" logo across the top of the blue helmet.

Oreo is the third helmet sponsor the Leafs have partnered with since the NHL approved helmet ads in 2021. Toronto helmets began displaying the TikTok logo during the 2021-22 season before advertising the Canadian pizza chain Pizza Pizza in 2023-24.

Players are set to debut the new helmets on Sunday during a preseason home game against the Ottawa Senators.

The Oreo logo is set to pair with the "Milk" jersey patches the Maple Leafs have worn since the 2022-23 season as part of a multi-year agreement with the Dairy Farmers of Ontario.

After finishing the 2023-24 season with 100 points and a ticket to the playoffs for the third time in as many years, the Leafs will now look to bring their new helmets along on the team's first deep postseason run of the Auston Matthews era.

Toronto isn't the only team that will be debuting new uniform ads for the 2024-25 season.

The Washington Capitals recently announced players will don the TikTok logo as a jersey patch, while the Los Angeles Kings will wear a patch advertising IT solutions company Iron Bow Technologies on the team's away jerseys.

Several other teams have established new partnerships with sportsbooks prior to the season. The Chicago Blackhawks are introducing their first home jersey patch sponsor through a partnership with the Vegas-based sportsbook Circa Sports, while the Edmonton Oilers will display the logo of the sportsbook Play Alberta on their jerseys and advertise Alberta's responsible gaming program GameSense on their helmets.

Fans are likely to continue seeing more helmet and jersey sponsor partnerships in the future. Team sponsorship revenue in the NHL rose to $1.4 billion in 2023-24, a 10 percent increase over the season prior, per SponsorUnited and Sportico.