Coming off their first playoff appearance in eight seasons, the Ottawa Senators have re-signed a key member of their franchise – on the business front.
The NHL club has renewed its sponsorship deal with Kinaxis for another three years, the Ottawa software firm announced Thursday. Financial terms of the agreement were not disclosed.
The new contract continues a relationship between the neighbouring Kanata-based organizations that began in 2022 when Kinaxis signed a three-year agreement with the Senators that saw the publicly traded tech firm’s logo appear on the team’s white road helmets. Kinaxis also received ad space on the boards and the digital display ring at the Canadian Tire Centre as part of the deal.
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Under the new arrangement, the Kinaxis logo will appear at centre ice in the CTC starting this fall. While the company’s logo will no longer appear on Senator helmets, it will continue to be seen on the CTC’s LED display ring and will also be shown on the “digital dashboard” display during home and select road TV broadcasts.
“Fresh off a playoff run that ignited our fans and our community, we’re excited to have Kinaxis – a leader in Ottawa’s tech community – in our Senators family to further the momentum from last season and look forward to continuing to build something truly special together,” Senators president and CEO Cyril Leeder said in a statement.
In addition, Kinaxis will now sponsor two of the NHL club’s major philanthropic initiatives – the Together We Ignite Hope Telethon that raises funds for youth-focused charities and grassroots programs across the National Capital Region and the Senators’ annual gala that brings together business and community leaders to support youth sport, education and wellness programs.
“This partnership is more than just branding,” Kinaxis chief operating officer Megan Paterson said in a statement. “It’s about connecting with people, supporting local causes, and creating a culture of pride and purpose for our employees, our customers, and the broader Ottawa community.”
The new deal also includes a partnership with the Senators’ AHL affiliate in Belleville. Kinaxis spokesperson Erin Boyle said the company is “still in talks about what the brand presence is going to look like there.”
The agreement with Kinaxis is not the Sens’ only business relationship with a Kanata-based tech firm.
Last fall, the Sens signed a three-year deal with Calian Group to feature that company’s logo on the team’s road jerseys.
The team’s home jerseys are sponsored by CIBC, which signed a multi-year contract with the Sens in 2023 to feature the bank’s logo on the sweaters worn in games at the CTC.
The Senators have not announced who will sponsor their road helmets during the upcoming season. Online gambling site Betway has sponsored the team’s home helmets since 2023.
