New Senators Slogan

How 'The Hill We Choose' Compares to 'We The North'

Peter Shier, the Senators' director of marketing, drew a comparison to the Toronto Raptors' famous slogan 'We The North.' Both phrases aim to unite a city around its team. According to Calgary Herald, the Senators see their new motto as equally expansive—a call for Ottawans to join the franchise's mission, not just watch from the stands.

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A Team in Transition After Tkachuk's Exit

Brady Tkachuk's departure signals a major reset. Chatham Daily News notes the slogan launch is timed to signal that despite losing their captain, the organization is moving forward with new energy. The team presented the rebrand to local media at the Canadian Tire Centre, framing it as part of broader improvements made during the offseason.

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Fans Aren't Sold—Yet

The slogan's rollout exposed a gap between what the front office wants and what fans actually think. The Observer reported that early social media reaction leaned negative. The Senators will need more than catchy words to turn sentiment around—they need wins and compelling hockey.

Season-ticket growth of 5% is progress, but Whitecourt Star makes clear the team remains underwater. With the league average above 11,000 season-ticket holders, the Senators have work to do. A slogan won't pack the Canadian Tire Centre—a winning team will.

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