Most NHL teams start each new season with a new slogan. These slogans are meant to represent the team, but they are also designed to represent the team’s fanbase and make to people excited enough that they tune into the games or head down to the arena to watch in person.
You can find our look at the Central Division Slogans, Pacific Division Slogans, Northwest Division Slogans, Southeast Division Slogans and Atlantic Division Slogans by following those links. Today we’re going to wrap up our look around the league and see how well these slogans accomplish their goals. Do the slogans represent the team and the region or were they simply dreamed up by a room filled with marketing executives holding dictionaries of buzzwords?
Today: The Northeast Division
The Northeast Division is made up of three Original Six teams, two of which play in Canada, as well as a third Canadian team and a team near the Canadian border. All of these teams are located in knowledgeable, hockey-mad cities, so they probably don’t need much promotion. Let’s see what they do!
Looking at their website, it doesn’t appear that the Bruins have a slogan for their team. However, even without an official slogan, they still have one of the greatest marketing campaigns in the NHL with their “Bruins Hockey Rules” videos:
The Sabres don’t really have a slogan this year. They’ve chosen to celebrate their anniversary instead, which is always a good decision.
Obviously, the Canadiens write their slogan in both English and French. It’s not a terrible slogan, but it isn’t very inventive either. You would think that a team with as much history and tradition as the Montreal Canadiens would have a more inspiring slogan, but maybe they don’t need one to attract excitement.
Toronto Maple Leafs
The Leafs have used “The Passion That Unites Us All” and “Spirit Is Everything” in the past. Both of those slogans are still used in some capacity, but it looks like the Leafs are pushing the “Leafs Nation” slogan this year. They’re definitely trying to become “Canada’s Team,” even if it means walking across the country and collecting water. They also have a song to celebrate it, so the “Leafs Nation” slogan with the Maple Leafs and Canadian flags fits into that campaign.