Less than two weeks after trading longtime captain Brady Tkachuk to the Florida Panthers , the Ottawa Senators are already turning the page, and they're doing it in a way that has hockey fans talking.
The organization has launched a jersey trade-in program aimed at helping fans move on from the former captain, and the promotion quickly went viral thanks to its playful marketing.
From July 3-7 at the Canadian Tire Centre team store, fans can trade in their stitched Fanatics Brady Tkachuk jerseys and receive a 40% discount on regular-priced merchandise.
What really grabbed attention, however, was the slogan the Senators used to promote the event. The team encouraged fans to "Chuk Out The Old Jersey," a tongue-in-cheek play on Tkachuk's name that many around the hockey world viewed as a humorous jab following the blockbuster trade.
The reactions poured in almost immediately.
ESPN insider Greg Wyshynski joked but raised a valid concern, saying, "Considering how long Brady was there, what percentage of fans' jerseys were made by Adidas? 70%?" Dallas Stars beat writer Sam Nestler was stunned by the team's approach, keeping his reaction short and simple. "This is unreal."
Analyst Jeff Veillette liked the concept but felt the 40% discount didn't go quite far enough, especially since it only applies to stitched Fanatics jerseys. "Like the general idea of this but only getting a 40% off coupon for a trade-in, especially when locking it in on stitched Fanatics (so basically, only last year's model), seems a little light."
Meanwhile, Nicole Shirman appreciated the Senators leaning into the joke, saying the playful marketing made the promotion even more entertaining. "I do, unfortunately, very much enjoy when NHL teams forget they're corporate entities for a moment and live up to their full petty potential."
For many Senators fans, the promotion has added some humor to what has otherwise been a difficult offseason.
The trade came as a surprise after Tkachuk publicly said in April that he remained committed to Ottawa. However, general manager Steve Staios later revealed that the captain requested a trade just one week after the Senators' first-round playoff exit.
That revelation dramatically changed how many fans viewed the situation. A player once seen as the face of the franchise quickly became one of the most polarizing former Senators in recent memory.
Meanwhile, Ottawa's front office has wasted little time putting the return from the blockbuster trade to work.
The Senators received the ninth and 25th overall picks in the 2026 NHL Draft, a 2027 second-round pick, and a top-10 protected 2029 first-round pick from Florida.
The ninth overall selection didn't stay in Ottawa for long. Staios packaged the pick in another major deal with the San Jose Sharks to acquire William Eklund , Kasper Halttunen, and Brandon Svoboda, adding both NHL-ready talent and promising young depth.
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While fans are deciding whether to trade in their No. 7 jerseys, the Senators are focused on building the next chapter, one that they hope keeps the team in the playoff picture despite the departure of its former captain.
