I don't know the particulars as to this deal, but Lebrun was talking about the helmet ads on Vancouver radio yesterday.
He said a number of teams aren't making new money off the helmet ads, they are using them as a way to thank sponsors for staying loyal.
Basically, "we haven't been doing as good a job rewarding you with exposure since COVID and here is one way we can make it up to you."
Given that it's Keybank and Roswell Park, I'd suggest that is probably what's going on here.