The heat hasn't died down just yet in the nation's capital over how Brady Tkachuk's tenure ended in Ottawa. The former Sens captain was shown the door by the team, and the fans were mostly happy to see him go.
Sure, he was a very productive player on the ice, and they may miss that production this upcoming season. But there was a lot left to be desired as well, and many Sens fans were getting tired of his off-ice antics over the last eight years and his poor postseason performances.
With the team having traded Tkachuk to the Florida Panthers last week, that's likely left thousands and thousands of fans with a now useless jersey in their closet. The Senators, trying to capitalize on the vitriol, have come up with a clever scheme—that doesn't exactly hit the nail on the head, but sure sounds catchy.
The team announced a "Chuk Out The Old Jersey" event. From July 3-7 fans can bring their Tkachuk jersey into the team store at Canadian Tire Centre and trade it in for some new merchandise. While that sounds great, there is one catch - you still have to pay 60% of whatever new thing you buy.
Out with the old and in with the new 🔄
— Ottawa Senators (@Senators) July 2, 2026
From July 3-7 at Ottawa Team Threads at @CdnTireCtr you can trade in your officially licensed Fanatics Brady Tkachuk stitched jersey and you can save 40% on regularly priced merch! pic.twitter.com/4cTl639KbH
Senators just miss the mark with latest promotion
On one hand, you can look at it and say, "Well, I was going to get a new jersey anyway, so saving 40% is a good deal." On the other hand, the Senators are making you have to go all the way to the CTC to get that discount, and it has to be one of the Fanatics-made jerseys.
Those jerseys have only been in circulation for two years—rolling out ahead of the 2024-25 season. Tkachuk first started playing for the Senators in 2018. That means the majority of fans who have purchased those jerseys over the last eight years won't actually be able to cash in on this "deal."
It's a nice gesture, but it just misses the mark by the organization that is trying to connect with the fans over the frustration they felt when their captain told them he wouldn't be re-signing with the team when his contract ended two years from now.
He also gave the Sens a narrow list of teams he would accept a trade to, and that list included only the Minnesota Wild, Vegas Golden Knights, Carolina Hurricanes and the Florida Panthers. The Sens managed to pry two first-round picks in last week's draft, a conditional first-round pick in 2029 and a second-round pick in next year's draft. They used one of those picks (9th overall from Florida) to acquire William Eklund, Kasper Halttunen and the rights to Brandon Svoboda from the San Jose Sharks.
The Senators PR team probably could have made a few tweaks to this promotion that would have satisfied a much larger section of their fan base.
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