The Belfast Giants are coming off an unprecedentedly weird season,[link widoczny dla zalogowanych], so they're trying to get things off to a better start. Step 1: Produce an amazing preseason promo video.
The Giants, who play in the British Elite League, start their schedule on Sept. 7. This, , is part of the run-up:

They even used a Muse song (albeit a cover) from before Muse was terrible!
Now,[link widoczny dla zalogowanych], as for all the "new era" stuff, that's undoubtedly a reference to the team's new ownership group—which emerged after American Christopher Knight, about a month after he bought the team,[link widoczny dla zalogowanych], was revealed as a registered sex offender.
Players and staff promptly walked away from their contracts with Knight, and the company that owns the arena essentially started a new team with the same name and same players.
"Mr. Knight is the owner of Belfast Giants 2008 Limited, a company that has had (the) lease terminated by the Odyssey Trust to play in their arena on Feb. 6," in February. "Now he's got a company with no players, no arena to play in and no staff."
He's also presumably got ,[link widoczny dla zalogowanych].
Through all that, the team made the playoffs; in 2012, they were league champions. The current roster features several players with AHL,[link widoczny dla zalogowanych], OHL and NCAA experience, including captain Adam Keefe, who played for the Sudbury Wolves and Kitchener Rangers.
And,[link widoczny dla zalogowanych], of course, back in 2010, they did this:

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