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The Regina Pats are out with a new theme and vision, in a way that feels all too familiar to many Saskatchewan Roughrider fans.
While Rider fans may bleed green in Saskatchewan, in Regina, the Pats are hoping to gain a loyal following of fans with their new theme and vision, ‘Blue Runs Deep.’
Regina Pats CEO Gord Pritchard said the idea came out of a goal: to create more than just a tagline that lasts a year, and instead, create a feeling and emotional connection for fans to the Pats.
Regina Pats CEO Gord Pritchard said they are hoping to create a similar connection and loyalty to the Pats, that fans have with the Riders. (Abby Zieverink/980 CJME
“We put a lot of effort into the ‘See Them Rise’ and ‘Ignite,’ for example, but when you come to the end of the year, it is almost like we just got everyone on board and now we are starting over again,” explained Pritchard.
“So this season we said those themes have been great, they worked well, but we want something bigger than that, something more long-lasting, something that can help grow the brand in Regina, that people can recognize and latch onto.”
That is how they came up with ‘Blue Runs Deep’ and ‘Blue Brigade’; two slogans Pritchard said are becoming part of the Pats’ new identity.
“‘Blue Runs Deep’ isn’t just a slogan. It’s a reminder that if you’re from Regina, you’re already part of the Pats,” said Pritchard.
“They’re not just a team in Regina. They’re a team from Regina. ‘Blue Runs Deep’ is our way of saying this team belongs to everyone who calls this place home. It’s not just about watching hockey. It’s about representing your city and recognizing your place in the Pats’ legacy.”
He explained that part of their goal is to create a similar connection and loyalty that fans have to the Riders.
“What’s great about the Rider brand, and how they have grown their brand over the years not just in Regina, but throughout the province is that when its game day, you do not need to look at the calendar because you see people wearing green – whether you are walking down the street, driving to work, in your office – somebody is wearing green, that is awesome,” he said.
“That is what we are looking to get to with our organization and with our club — that on game days, you don’t need to look at the calendar — you know its a game day because somebody is wearing blue, whether it is in your office, at your house, in your family or among your friends.”
The Regina Pats got their team bus wrapped to match its new theme, ‘Blue Runs Deep.’ (Abby Zieverink/980 CJME)
As a way to help create a loyal fan base, Pritchard said they also have an exclusive fan community people can sign up to for free, which includes a free blue t-shirt that says ‘Blue Brigade’, discounts on Pats merchandise, access to the team and the Pats organization, contests, giveaways and more.
“There are other things that we’ll roll out as we move along through this. We don’t want to roll out everything right at once, but it’s meant to be built on and grown as well. This isn’t a one-and-done; this is going to be us going forward,” said Pritchard.
The Pats said to make the most of the membership perks, they are encouraged to sign up before the home opener on Sept. 26 against the Prince Albert Raiders.
However, Pritchard said it’s never too late to sign up for the ‘Blue Brigade’ membership.
“We want people to join. We want this to be inclusive. We want people to have an opportunity, whether it’s today, a month from now, four or five months from now, or next year. We want as many people to join as possible,” he said.
“The bigger the fan base, the better. The better it is for the organization, but also for the players on the ice.”
