BREAKING: Marco Sturm Named 30th Bruins Head Coach in Historic Hire — Franchise Stuns Fans with Bold Redesign of Iconic Spoked‑B Logo

In a monumental shift both on the bench and in branding, the Boston Bruins have ushered in a new era of leadership and identity. On a day that will be remembered by fans for years to come, the team introduced former NHL forward Marco Sturm as the 30th head coach in franchise history. But that wasn’t the only shocker—shortly after the announcement, the Bruins unveiled a radical redesign of their legendary Spoked-B logo, sending a jolt through the hockey world and sparking emotional reactions across Boston and beyond.

Marco Sturm’s hiring isn’t just another coaching change—it’s a deeply symbolic one. The former German forward becomes the first European-born head coach in the Bruins’ 100-year history, marking a dramatic break from the franchise’s traditional mold. Sturm, who played four seasons with the Bruins during his 14-year NHL career, brings international experience and a reputation for developing young talent. Most recently, he was an assistant coach with the Los Angeles Kings and head coach of their AHL affiliate, the Ontario Reign.

Marco brings a balance of discipline, creativity, and a deep understanding of where the game is heading,” Sweeney said. “His international experience and familiarity with this organization made him the right choice at the right time.”

The hiring comes after the Bruins parted ways with head coach Jim Montgomery following a second consecutive early playoff exit. While Montgomery guided Boston to a record-setting regular season in 2022-23, frustrations mounted as the team repeatedly failed to translate regular-season success into playoff results.

Sturm will be tasked with bridging the old and new—guiding established veterans like David Pastrňák and Charlie McAvoy while nurturing the next generation of Bruins stars.

If naming a European coach wasn’t enough of a statement, the Bruins delivered another bombshell just hours later by unveiling a complete redesign of their iconic Spoked‑B logo. Gone is the classic, sharp-edged black-and-gold look that has stood for nearly eight decades. In its place is a sleeker, modernized version with rounded lines, deeper gold tones, and more abstract spokes that fans are already debating across social media platforms.

The dual announcements sent Bruins fans into a whirlwind of emotions. While many applauded Sturm’s hiring as a bold and progressive move, the reaction to the logo overhaul has been far more divided.

The Bruins are no strangers to dramatic turning points, but today’s twin announcements signal one of the most significant transitions in recent memory. With Marco Sturm behind the bench and a fresh new look stitched onto their jerseys, the franchise appears fully committed to moving forward—even if that means rewriting a few chapters of its storied past.