Well, here comes more free consulting for the Sabres. If I ever apply to them for a job, I should mention Sabrespace...
No one will argue with, or "blame", the Sabres FO for marketing to the Southern Ontario market. The issue is how they do it. If they're going to market there use this as the mission statement: "we love hockey fans from Southern Ontario, and we love it when they come to our games. Our goal, every time they're here, is to turn them into Sabres fans if they're not one already..."
Boom. Done. Every time they mention a house packed with fans of the enemy team, they say that the goal is to convert them into Sabres fans.
They could have a lot of fun with a campaign like "come to the blue and gold side, it is your destiny..."