Belleville Sens unveil new bus wrap, in partnership with Loyalist College and Franklin Coach Lines   


BELLEVILLE, ON – There will certainly be no mistaking the Belleville Senators as they roll their way through the American Hockey League in 2023-24.

The Senators, along with Loyalist College and Franklin Coach Lines Ltd. unveiled a fresh wrap for the team’s bus, outside of CAA Arena, on Thursday morning.

The wrap features a mainly red body, with black and white detailing, and has the club’s name and logos along the sides. The side wraps also include the logo of Belleville’s NHL parent club, the Ottawa Senators, as well as the logo of the American Hockey League. On the back, a hockey helmet-clad chihuahua stands beside the Loyalist College word mark and the slogan “small is fierce”, connecting to the college’s ongoing “choose small” campaign.

“I think it’s important and it’s very cool to finally see both brands on this bus,” said Belleville Senators Senior Vice President of Business Operations Breanne Matthews. “It’s something we’ve been working on with Loyalist for quite some time and to know that this bus will be traveling all over this region and Upstate New York, sharing the message about this high-level educational institution we have here in Belleville, it’s so exciting. Loyalist has some great programs in nursing and all sorts of different trades, so it’s very important for us as a community team to promote. We’re excited about continuing this partnership for many years to come.”

The Senators bus will hit the road this October when Belleville begins the new American Hockey League season. Belleville Senators season seat memberships, group experiences and Business Elite memberships for the 2023-24 season are all currently on sale, with more information available via the Belleville Sens website

About Loyalist College

Loyalist College is located on the territory of the Huron-Wendat, the Anishnaabeg, and the Haudenosaunee people. We acknowledge our shared obligation to respect, honour, and sustain these lands and the natural resources contained within. Ranked one of Canada’s top 50 research colleges, Loyalist College empowers students, faculty, staff, and partners through experiential, industry cluster-based education, training and applied research programs. As Ontario’s Destination College, the College provides job-ready graduates for, and knowledge transfer to, industry and the community. Located on more than 200 acres in the beautiful Bay of Quinte region, the College is perfectly positioned between Toronto, Ottawa and Montreal. Loyalist College offers more than 70 full-time diploma, certificate and apprenticeship programs in biosciences, building sciences, business, community service, health and wellness, media studies, public safety, and skilled trades. Continuing education options are available through, including hundreds of online, distance and in-class courses, and through the College’s 100+ university transfer agreements. Loyalist College is a key driver of social and economic health in eastern Ontario. It contributes 3.8 percent of the Gross Regional Product, representing $398.9 million annually to the regional economy – based on a November 2022 report by Emsi. For more information on Loyalist College’s Belleville, Bancroft and Toronto campuses and Port Hope satellite location, visit   

About Franklin Coach Lines Ltd.

Franklin Coach Lines Limited is a charter bus company providing transportation from South Central Ontario to destinations across North America. Our goal is to offer excellence in the domain of group transportation, via the provision of superior equipment, exemplary drivers and the support of dedicated office and maintenance staff. We endeavour to offer our clients a service based upon personalized attention, accommodation, reliability and integrity.  Our drivers and staff are always prepared to “go the extra mile” in an effort to enhance customer satisfaction.

About the Belleville Senators

The Belleville Senators are the American Hockey League affiliate of the National Hockey Leagues’ Ottawa Senators and have been operating in the AHL since the 2017-18 season. The Senators play their home games out of the CAA Arena at the Quinte Sports and Wellness Centre and have graduated more than 60 players to the NHL since moving from Binghamton, New York, ahead of the 2017-18 season.

For more information, please contact:
David Foot,