Toronto Maple Leafs hockey team members will sport a milk logo this season.
Dairy Farmers of Ontario has signed an agreement with the hockey club so its logo will be on display, white on blue jerseys or blue on white jerseys.
The marketing board has not said how much this will cost.
“We are absolutely thrilled,” said Cheryl Smith, chief executive of Dairy Farmers of Ontario.
“We’ve had a longstanding partnership with Maple Leaf Sports and Entertainment across many of the properties and working in the community.”
That includes the Toronto Raptors basketball team.
The marketing board said this program helps reach young Canadians.
“We’re targeting the right people at the right place at the right time,” Smith said. “We really see this as important to the sustained and long-term success of the dairy industry. There are more eyes on the Toronto Maple Leafs than almost any other sports organization.”