The Arizona Coyotes are making both an apology and a public plea.

The club wrote a letter to fans Monday, unveiling a new "Coyotes 2.0" campaign while urging supporters to forgive them for their past marketing misses.

So to recap, the Coyotes are insisting on having "no taglines" while revealing a new tagline, and are making "no promises" but are declaring they plan to show fans their commitment to the community.

Arizona should probably just let its on-ice product do the talking.

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