Who thought the Phoenix/Arizona/‘Who even really cares anymore?’ Coyotes were going to be the first franchise to be completely honest with their fans? That might actually be the upset of the millennium, which is ironic because I’m pretty sure the turn of the century is when they came into existence. Granted, it’s a lot easier to run a truthful marketing campaign when the backlash from every one of your season ticket holders could be responded to by a single teenage social media intern well before his lunch break. Still, I never thought I would be jealous of the organizational tactics of a team that’s almost moved more times than the kid from high school that you can’t go to your hometown bar without running into. Yet here we are, and I’m legitimately disappointed that the Devils weren’t the first team to run with a slogan that roughly translates to “listen, we are fucking trying our best, alright?
Here's something they always fail to mention about herds, and packs, and droves, and flocks in grade school science class, they aren’t all that fun to be a part of when you’re damn near extinct. A team wins enough games and it’s fans will grasp onto to any cliched, bullshit motto that will make them feel as if they are even remotely important to it’s success. A team loses while perennially trying to avoid an eviction notice and it’s much harder for people to look past how nauseatingly contrived their thinly veiled sale pitches have become.
I’m not saying this note to fans couldn’t use some work. Technically speaking, “no taglines” is still a tagline and the postscript of a letter that reads like one long promise seems like odd placement for the insertion of “no promises”. However, it’s refreshing to see a professional sports team admit obvious insecurity and set reasonable expectations for themselves instead of trying to pull the wool over their fans’ eyes with some corny rallying cry that fails to address obvious causes for concern.
P.S. I'm surprised "Be Coyotes Cool" and "Not Your Dad's Original 6" didn't have their entire fan base chloroforming themselves with the free novelty t-shirts they were printed on. Unbelievably bad.