The Ottawa Senators may have lost to the Anaheim Ducks on the on the ice, but they still won big in the commercial arena.
During the Stanley Cup playoffs, legions of fans clad in Senators shirts, hats and jerseys swarmed the streets and bars — not to mention Scotiabank Place arena.
Sales of Senators merchandise, such as items worn by these fans to greet the Senators returning to Ottawa on Thursday, were three to four times higher during the playoffs than during the regular season.
(CBC)
Each jersey sells for more than $100, and that means supplying uniforms for the "Sens Army" upped the score for the Senators hockey club, the NHL, manufacturers such as Koho and CCM who are licensed to make official team merchandise and sports apparel retailers.
Jeff Kyle, the Ottawa Senators' vice-president of marketing, said during the playoffs, Senators flags and clothing sold at three to four times their rate during the regular season.
Retailers said they rivalled sales during the pre-Christmas period.
"Oh God, it was like every second person was coming in to buy Sens stuff," said Michael Scott, a salesman at Elgin Sports — and a supporter of the Buffalo Sabres. "I tried to discourage them, but you know, there's only so much a Buffalo fan can do."
Elgin Sports manager Jean Dextras said sales started falling after the Senators' Game 4 loss Monday.
On Thursday, less than 24 hours after the Ducks won the Cup, he was packing a lot of the red, black and gold merchandise away.
"Well, today it's not selling at all," he said, adding that it took up space that could be used for something else, and it may be time for FIFA U-20 World Cup merchandise to take a turn.
Meanwhile, the Ottawa Senators hockey club plans to bring out a new uniform next year.
