Senators’ latest Brady Tkachuk promotion backfires immediately

The Ottawa Senators are trying to help fans move on from Brady Tkachuk. Instead, they may have created one of the most debated promotions of the NHL offseason.

Following the blockbuster trade that sent their former captain to the Florida Panthers, the Senators unveiled a new campaign titled ”Chuk Your Tkachuk.” Running from Friday through Monday, the promotion allows fans to trade in eligible Brady Tkachuk jerseys for a 40 percent discount on a new Senators sweater.

The gesture was clearly intended to soften the blow after one of the biggest trades in franchise history. Tkachuk, who requested a move after informing the organization he would not sign another contract in Ottawa, was dealt to Florida in exchange for three first-round picks and a second-round selection.

But while the idea sounded good on paper, the reaction online quickly turned critical.

Many fans pointed out that the promotion only applies to Fanatics Premium jerseys, leaving out a large number of supporters who own Adidas versions purchased over the past several seasons.

“I can appreciate the gesture, but this only applies to essentially the Fanatics pre-stitched Premium jerseys,” one season-ticket holder wrote on social media, adding that most fans would not even qualify for the discount.

Others questioned why the team would launch a campaign focused on discarding the jersey of a player who served as captain for years rather than simply focusing on the future...

The Senators are not alone in trying to help fans move on. Ottawa’s Frontier League baseball club, the Titans, also jumped into the conversation by announcing a ”Forget Brady Day,” allowing fans to exchange Tkachuk jerseys for an A.J. Wright Titans jersey.

Whether these promotions are viewed as clever marketing or tone-deaf public relations depends on who you ask.

One thing is certain: they have people talking. And while some fans appreciate the opportunity to replace an old jersey at a discount, others believe the organization should spend less time on promotional stunts and more time giving supporters a team worth believing in again.