Opinion: Why Leave Chirping to Players? Sabres Bring the Heat with Schedule Reveal

Yahoo

16-07-2025

The NHL schedules will be released today, with each team posting the dates when they play their respective opponents at 1 p.m. ET.
Most schedules will look relatively standard, except for one team that has gone above and beyond to release their upcoming opponents ahead of the schedule release in the most creative way: the Buffalo Sabres.
The Sabres took an approach similar to the National Football League, unveiling their opponents as chicken wings on X, complete with clever captions and playful references.
This creative strategy of taunting opponents is something no other NHL team has attempted this year. The Sabres focused on finding niche references for each team, offering fans fun hints about their opponents.
For example, the Vancouver Canucks, displayed two orange wings on one side of the plate and one blue wing on the other.
The caption? 'Where art thou, brother?'
This was a reference to the Hughes brothers, Jack and Luke, who both play for the Devils (orange wings), and Quinn Hughes in Vancouver (blue wing).
For the New Jersey Devils, the Sabres posted a single wing covered in flames with the caption: 'Hell.'
The Sabres modeled their schedule release after the NFL, which has mastered turning schedule announcements into major social media events. The NFL's creative reveals generate buzz from both fans and media.
Of course, the NHL faces a challenge the NFL doesn't: there are 82 games instead of 17. Creating a detailed video for every matchup would result in something closer to a 30-minute production.
Instead, the Sabres thought outside the box, revealing their full season of opponents in a clever, digestible format.
This type of creativity should become part of NHL culture. It sparks media coverage, excites fans, and adds personality to the league. Who doesn't love a little shade thrown at rival teams?
The Sabres nailed it, incorporating subtle digs into their posts.
Take their representation of the New York Rangers, for example.
At first glance, the image of the wing seems harmless. But remember when Rangers staffers were given restrictions on access to players following an alleged conflict involving a staffer and a player? The Sabres hinted at that drama by positioning the Rangers' wing far from the camera. Keeping the admin a safe distance from the wing.
They didn't stop there. The Toronto Maple Leafs' wing was drizzled with sauce, nothing unusual, until you read the caption: 'Choking hazard.' A not-so-subtle jab at Toronto's playoff struggles.
While all of this was done in good fun, it highlights something important: more NHL teams should embrace this level of creativity. With an hour left before the official schedule drop, other teams still have a chance to jump on board, but so far, the Sabres stand alone.
Hockey is fun. Why leave the chirping to the players? Let the social media teams have their moment to shine.
Photo Credit: © Jerome Miron-Imagn Images