They played the drum-and-horn rich Senators theme song last night at Scotiabank Place as the club introduced new Reebok uniforms they'll wear next season.
An appropriate addition to the soundtrack might have been the "cha-ching" of cash registers.
Judging by the reaction of the suprisingly large turnout of 6,500 fans, the Senators seem to have a tailor-made hit on their hands.
The Senators aren't any dummies when it comes to marketing the new sweaters and logo, either.
The new kit will be available exclusively at Sensations, the club's official store at Scotiabank, from Sept. 14-20.
All the other stuff like hats, T-shirts and flags with the updated logo are on sale now at Sensations and participating retailers. A new Reebok replica jersey goes for $130 (not including taxes) while the "pro-authentic" jersey goes for (gulp) $300.
The new sweaters have a more streamlined look, capped by the updated logo, new numbering and a new typeface for players' names.
The new shoulder patch is the old "O" of the original Senators, which is a good touch.
"It's a nice tribute to the teams of the past. It's kind of cool to throw the new-age look on the front and the heritage, old school look on the side," said Senators centre Jason Spezza, who modelled the new look along with teammates Chris Neil (whose face looks a lot like the one on the new logo), Chris Kelly and Brian McGrattan.
In the Senators' case, the colour scheme went through a number of alterations before four versions were presented to the players for a vote.
There will only be a red home jersey and a white road jersey. With all the teams getting outfitted in the new Reebok gear for next year, you can bet a whole new wave of third jerseys will be coming your way in two or three years.
The "original" circular Senators logo, which came in with the return of the Senators to the NHL in 1992, has retreated in the gaze of the remodelled Centurion warrior.
The new sweater features the new Roman warrior logo, updated by Ottawa's Acart Communications. It has bolder lines -- especially around the eyes which glare more sharply -- and his cape and plume have been more sharply defined.
"(The logo) has been given a bolder and more determined 'game face' that reflects increased confidence and attitude," says the club. The old, original "profile" logo has now been designated as the new "secondary" logo and, according to the Senators, will "appear on some classic Senators merchandise."
The new jerseys are made of more breathable material, are more resistant to water absorption and offer a greater range of motion. The new materials are 14% lighter and will retain 76% less moisture in the course of a game.
"I like it. It looks good and it feels good. It's a good change," said Kelly. "It's a lot lighter than I thought it would be."
Everyone was impressed with the fan turnout, which was greater on a Wednesday night in August to see a fashion show than for a regular- season game in February in Florida.
They gave new GM Bryan Murray a standing ovation.
"We had a good playoff run last year," he said. "We hope this year to have a great playoff run."
"It shows the commitment of the fans around here and how anxious everyone is to get hockey started again. It's pretty awesome that people would come out to support it," said Spezza.
He liked the new look, but he had one recommendation.
"They've got bigger ones for the goalies," he said, looking down at his trim look.
"I think they should be wearing this one."