Got Milk? No? How about just Milk ?

The Toronto Maple Leafs have announced their new partnership and jersey design for the upcoming 2022-23 season and fans are a wee-bit confused.

To support healthy active living, community programming and access to hockey for players and fans everywhere.

We’re proud to announce @OntarioDairy as our jersey patch partner.

— Toronto Maple Leafs (@MapleLeafs) September 20, 2022

The infamous royal blue jerseys will feature the world "milk" on the upper left-hand side (for fans) or right-side (for players). 

Yes that's right, just the single word of "milk" in a cursive-like font.

The integration is good..but "Milk" is just an awkward word to see on the front of the jersey

— PJ Broski (@PaulBeastJames) September 20, 2022

It's a new sponsorship with Dairy Farmers of Ontario (DFO) but my guess is that the design could have been a bit more creative.

No cow? Or perhaps a glass of milk? Something that even remotely relates to DFO?

To be fair, it seems DFO's logo is just the milk script, however uninspired.

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

Announcing the news on social media, the Leafs say the decision is to "support healthy active living, community programming and access to hockey for players and fans everywhere," which may be a bit of an incomplete sentence, but you get the picture.

Of course, fans are just downright not with it.

Is this a joke? MILK? Have you lost your minds?

— I know why the spurned nerd simps (@joeydifranco) September 20, 2022

"Is this a joke? MILK? Have you lost your minds," reads one comment, with hundreds more similar.

"MILK? OUR JERSEYS ARE GOING TO HAVE MILK ON THEM," reads another.

This honestly looks like an April Fool's joke.

— Jonathan Cassin (@JonathanPCassin) September 20, 2022

To (maybe) rub salt in the wound, it appears these logos will be around for some time as the organization confirms their "multi-year agreement comes into effect as the NHL introduces a sweater partner branding program to all clubs this season."

The new jerseys will appear at the double-header against the Ottawa Senators at Scotiabank Arena on Saturday, Sept 24.

"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.