‘Choking Hazard’: Buffalo Sabres Tease Toronto Maple Leafs with Wing-Themed Jibe
In a display of hockey humor and sharp-tongued rivalry, the Buffalo Sabres took a cheeky swipe at the Toronto Maple Leafs this week with a clever marketing jab that’s got NHL fans buzzing. The Sabres, ever eager to stoke the fires of their cross-border feud with Toronto, unveiled a new wing-themed promotional campaign that doesn’t just pay homage to Buffalo’s culinary culture — it also throws a pointed dig at their division rivals.
The Setup: Wings and Zings
Buffalo is known for its hot wings as much as its hockey, and the Sabres leaned into that heritage with a campaign teasing a new line of “Choking Hazard” spicy wings. The campaign’s title is a not-so-subtle reference to the Maple Leafs’ postseason struggles — namely, their tendency to fall short of expectations despite boasting star-studded rosters.
Photos and videos posted to the Sabres’ social media channels showed baskets of wings alongside a satirical warning label: “Caution: May Cause Toronto-Sized Choking.” Fans were quick to connect the dots, sharing the post widely with equal parts laughter and outrage, depending on their allegiance.
A Historic Rivalry, Spiced Up
Though the Sabres and Leafs haven’t always been top contenders at the same time, their proximity — just a 90-minute drive apart — has long fueled one of the NHL’s most underrated rivalries. Sabres fans have often relished playing spoiler to Toronto’s dreams, and the Maple Leafs’ recent playoff woes (despite talented lineups and high expectations) have given Buffalo plenty of material.
Toronto, meanwhile, has typically shrugged off Buffalo’s barbs, pointing to franchise records, star power, and playoff appearances. But that hasn’t stopped Sabres fans from making “Leafs choking” a running joke, and this wing campaign takes it to a new, saucy level.
Fan Reaction
Online, the response was instant. Leafs fans called the move “tacky” and “obsessed,” while Sabres supporters reveled in the trolling. Even neutral hockey fans chimed in, applauding Buffalo’s marketing team for embracing the spirit of rivalry with creativity and humor.
One Leafs fan quipped back: “At least we make the playoffs to choke in them,” referencing Buffalo’s playoff drought that only recently ended. But Sabres fans didn’t miss a beat, replying with memes featuring sauce-covered Leafs logos and GIFs of exaggerated choking scenes.
A Side of Competition
Beyond the banter, both teams are heading into the 2025–26 NHL season with renewed hope. The Maple Leafs remain in search of a breakthrough in the postseason after years of heartbreak, while the Sabres, riding on a wave of youthful talent and a more stable front office, are poised to become serious contenders in the Atlantic Division.
The “Choking Hazard” campaign might be all in good fun, but it’s also a reminder that Buffalo, both on and off the ice, isn’t content to play second fiddle to its northern neighbor. If this season sees the teams facing off in a meaningful playoff series, expect the jokes — and the stakes — to reach fever pitch.
Whether you see it as good-natured trolling or a chicken-winged low blow, one thing’s for sure: the Sabres know how to keep their rivalry with Toronto spicy — literally.
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