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The Ottawa Senators are Quietly Rebranding

SB Nation logoSB Nation 2017-08-05 Colin4000
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Photo by Jana Chytilova/Freestyle Photography/Getty Images

Operation ‘Go with the O’ is slowly becoming a reality

It’s finally happening.

Although nothing official has been announced, recent activity seems to suggest that the Ottawa Senators, after 10 years of sticking with the 3D Senturion, are slowly making the full-time shift to the Heritage O.

The logo, first introduced as a shoulder patch in 2007, has served as Ottawa’s third jersey since 2011. It pays tribute to the original Senators teams of the early 20th century, and has near-consensus been decided by fans that it trumps the current 3D logo.

With Adidas recently taking over as the manufacturer of NHL jerseys, a small bump in the road has arisen in that third jerseys will not be available for 2017-18. The design for Ottawa’s jersey will still have the 3D logo, although that could change as early as next season. The recently hired president and CEO Tom Anselmi hinted at a full-time change in the past, and with some recent activity, the possibility of this happening is getting larger and larger.

Also see: Sports teams running out of fans (Provided by 27/4 Wall Street) 

Professional sports is big business in the United States. Total revenue across the four major team sport organizations -- the MLB, NHL, NBA, and NFL -- topped $30 billion in 2015.Revenue in professional sports comes from a range of channels. While endorsements, advertising, TV deals, and merchandising all factor into team revenue, ticket sales remain important, as both a source of revenue, as well as a gauge of fan loyalty.Year over year ticket sale changes for a given team are subject to a range of factors. 24/7 Wall St. reviewed 10-year changes in average home game attendance for professional hockey, baseball, basketball, and football teams across North America to identify the teams that are losing the most fans. For 17 teams, average home game attendance declined by more than 10% over the past decade. Sports Teams Running Out of Fans

Figure 1: Official Website

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Serving as the primary team resource for pretty much everything, there’s not one 3D Senturion logo to be found. The Heritage O has taken over the spots for the main team logo, as well as for upcoming games.

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Figure 2: Belleville Senators

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With the Senators’ primary farm team switching cities, a new logo was in store. Instead of having another 3D Senturion-inspired character/icon as it was in Binghamton, Belleville will be treated to a variation of the Heritage O.

Figure 3: Miscellaneous

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The Heritage O has seeped its way into a few more places as well, including the seating charts (which could technically be counted as the website) as well as inside their promo emails. This is a far cry from its prominence from only a year ago.

Now that you’ve seen the evidence, what do you think? Are you a fan of the rebrand, or is this yet another flop from the Sens’ marketing team? A similar question was asked in a Weekly Question from 2015, with the results overwhelmingly in favour of going with the ‘O’. But now that we’re seeing it in action, what’s your impression? Be sure to vote in the poll below and leave a comment with your opinion.


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