Not Meant To Be a Cheap Shot' -- Senators' Marketing Dept Makes Stance Clear After Asking Fans to 'Chuk Out' Brady Tkachuk Merch

The Ottawa Senators clarified their intent behind a viral marketing promotion involving Brady Tkachuk jerseys shortly after his trade to the Florida Panthers. The campaign ran from July 3 to July 7 and asked fans to “Chuk out” eligible Fanatics Brady Tkachuk jerseys by bringing them to the Ottawa Team Threads store at the Canadian Tire Centre. In exchange, fans could receive a 40% discount on merchandise priced regularly or a new jersey. Senators marketing director Peter Shier said the message was meant as “fun,” not a disparaging “cheap shot,” explaining it was a creative way to pair remaining inventory with fan offers. The promotion also sparked a separate team event: the Ottawa Titans held a “Forget Brady Day,” letting fans exchange any Brady Tkachuk jersey for a new No. 7 jersey of Titans third baseman A.J. Wright if they bought a ticket. Senators general manager Steve Staios said Tkachuk requested a trade after the team’s first-round playoff exit.