The Belleville Senators have been playing at the CAA Arena for nine seasons.

But if it feels like a whole new American Hockey League club under owner Micheal Andlauer’s tenure. Gone is the stiff, transactional relationship the organization was trying to have with Ottawa Senators fans in Belleville.

These days, the Senators are about being a key part of the region. Connecting. And representing Quinte on the North American hockey stage.

The parent Ottawa Senators hockey club is rebranding as a regional team. Eastern Ontario’s team. The Belleville Senators are getting beyond the Norris Whitney Bridge and engaging — and creating — pro hockey fans across the 613. 

B-Sens bench boss Dave Bell is leading coaching clinics for local minor hockey teams. He’s offering pointers on how to build a good practice, and using video instruction to make a world of difference to young players.

Out In The Community

Hockey fans will soon see Belleville Senators rink boards going up in Picton and other junior rinks across the region. Chief Operating Officer John Mathers lives in Picton and has been making the rounds. He’s checking out the Pirates, the Dukes, the Golden Hawks and the Huskies. He’s eager to see how the B-Sens can build better relationships — and create some cross-promotion.

“Our mantra is: this is where the Senators want their affiliates to be. Our goal is to bring everybody in Quinte together and provide top-notch entertainment and a memorable game-night experience,” Mr. Mathers said at a recent 2025-26 regular season primer event.

The B-Sens announced their promotional schedule, introduced a number of new corporate sponsors, including Gabriel’s Pizza, and handed out samples of new concession items. Judging by the way sports reporters were hovering around certain areas of the trough, the brisket sliders are a must.

One new idea is called Winning Wednesdays. When Belleville wins on Wednesday nights, so do the fans. Those with paid tickets to a Wednesday game will receive a free ticket to the next Wednesday night home game. In another first, the Senators will increase their tie to local schools with the club’s first-ever School Day Game on Wednesday, November 19, when the club plays Toronto.

Key Pillars

The B-Sens front office is focused on four key pillars this season. Community Connection, Game Day Experience, Creating Positive Momentum. All to lead to  Sustainable Growth.

“What we’re trying to do is create that tidal wave throughout the season that takes us into future seasons,” Mr. Mathers said. “But the thing we’re most proud of and the thing we talk about the most in the office is ‘613 Country’ and how our commitment to the Quinte community is going to help accomplish all those things.”

The team donated a large share of its 2025 pre-season ticket sales to the Belleville General Hospital Foundation. Since the 2021-22 season, the Senators have contributed more than $1 million through various community programs. This year, fans can expect to see even more players participating in local schools, minor hockey programs, and community events.

The popular Sens in School program will visit 10 more schools than in the 2024/25 season. They are making stops at 28 schools across the Bay of Quinte, including Prince Edward County.

“Players will engage with students, share stories about their career paths, and talk about being a contributing member of the community,” said Mr. Mathers.

On Board

City of Belleville Mayor Neil Ellis said he can vouch for the new and positive engagement during the Andlauer era. He’s met with the Senators organization, he says, more often in the last 365 days than at any time in the last decade.

“We’re thrilled to have a long-term lease in place with the team, happy to be home to the Senators and be a key piece of hockey real estate in 613 country,” Mr. Ellis told the Gazette. “We see what the Senators are trying to do in Eastern Ontario and we are proud to be a key partner.”

For the Belleville Senators complete promotional game night schedule, please click here.