Leafs unveil their first jersey ad in team history

The Toronto Maple Leafs announced today that they are sponsored by milk.

Seriously.

The Leafs unveiled the first jersey advertisement in their franchise history, announcing their partnership with Dairy Farmers of Ontario complete with the iconic "Milk" logo.

Check it out:

Now, I'm of a certain vintage where my mind officially goes back to this:

"Just as milk nourishes healthy bodies, Ontario's dairy farming families proudly nourish healthy communities, and that's been the focus of our ongoing partnership with the Toronto Maple Leafs," said Cheryl Smith, CEO of Dairy Farmers of Ontario (DFO). "Placing our Milk logo on the Leafs' sweaters is a symbol of this shared commitment, and of milk's role in building strong bodies and healthy lives."

DFO's "Milk" insignia will appear in the upper right chest area of the Maple Leafs' home, road and specialty sweaters.

"Given our pride in our partnership with Dairy Farmers of Ontario, and the immense benefits of milk to both elite and everyday athletes, it's a perfect fit to see the blue-and-white Milk logo on the Maple Leafs' iconic blue-and-white sweaters," said Jordan Vader, Senior Vice President, Global Partnerships, at MLSE. "Alongside MLSE and DFO's shared values of support for grassroots initiatives, we look forward to further grow our partnership to reach the next generation of fans and give back to communities across Ontario."

As an old school hockey traditionalist, I have to admit that I absolutely HATE the idea of advertisements on hockey jerseys, but I'll admit that this one in particular is pretty un-intrusive. It may grow on me... but I'm not sure I like that either.