Senators On The Links

I'm not one who would normally say that the Ottawa Senators logo looks good, but it's hard deny that it doesn't look good when golfer Brooke Henderson is wearing it. As much as it's a common joke in Canada to mention that you can find the Senators on the golf course in April and May, it seems that logo will be seen a lot more on the golf course after Henderson and the Senators announced a multi-year partnership today that will see Henderson using the Senators logo and branding on her golf towels and water bottles during LPGA tournaments. Frankly, that's a pretty cool partnership between Canada's best female golfer and the team for which she cheers, and I'm excited to see Brooke take the course with the red-and-black colours of the Senators!

The agreement also sees the 26 year-old golfer and her caddie, sister Brittany, wear the Senators' colours for one day during each tournament, so the Ottawa Senators will have their branding everywhere during LPGA tour stops if Henderson continues to play as well as she has in the past. She's a two-time major tournament winner, has 13 LPGA Tour wins, and has been named as the Canadian Press' female athlete of the year three times. Clearly, the Senators are partnering with one of the best on the links.

Henderson, who is from Smiths Falls, Ontario, told reporters, "I'm super excited to team up and partner with the Senators. It's such a cool opportunity. Growing up, I played hockey, I loved hockey, and I always cheered for the Senators, so it feels like a perfect fit. Just being involved with an organization that has world class athletes who, every day, are pursuing their dreams and pushing themselves, I think it's really neat to partner up with them, and I'm excited to see where it goes."

Partnering with the Ontario-born Henderson seems like a no-brainer for the Senators, but the Senators are wise to bring in a local sports star to help sell their brand. While everyone knows Tkachuk, Stützle, and Giroux, it helps to reach into other sports and markets to attract fans back to the team. Brooke's appeal can't be denied as she's a champion, a local Canadian, and a well-known name in Canada.

"We are so happy to collaborate with Brooke on this partnership," said Ottawa Senators owner Michael Andlauer. "Brooke's spirit, values and determination embody what our Ottawa-Gatineau community is all about."

This seems like a pretty good win-win for both sides in this partnership, and it's already been reported that the Senators will honour Henderson this season during their "Women in Sport" night. There were no other collaborations mentioned at this time, but I can't imagine the Senators will pass up on any opportunity to have Brooke Henderson at the Canadian Tire Centre for any reason. After all, she's a fan of the Senators, so why not make her a part of any and all marketing opportunities where possible?

In the end, this is one of those partnerships where both sides will benefit. How much remains to be seen, but there's absolutely nothing that I can see going wrong considering how Brooke lives her life and plays the game of golf while the Senators continue to show a youth movement that should have a lot of fans salivating. Wins on both sides will help elevate each other, so I consider this deal between Henderson and the Senators the first win in what appears to be a long partnership if everything goes right.

It isn't often that an NHL team can boast the signing of one of the best golfers on the planet, but the Senators can do that today with this easy tap-in of a deal. The best part is that they didn't even have to miss the playoffs to have their team on the golf course!

Until next time, keep your sticks on the ice!