Marc Savard’s latest social media move reignites the longstanding Maple Leafs-Bruins rivalry, and throws some heavy shade Toronto’s way.
The former Leafs assistant coach made his feelings clear without saying a word. Days after being fired by Toronto on December 22nd, Savard changed his profile photo on X back to an image of himself wearing a Boston Bruins jersey, a subtle but pointed move that did not go unnoticed. The caption? #NewProfilePic.
Savard’s image change feels like a shot at the Maple Leafs
Savard’s history makes the message louder. He spent the prime of his NHL career with the Bruins and was a central figure in one of the league’s most heated rivalries. For Leafs fans, seeing a recently dismissed coach lean back into Bruins imagery felt less like coincidence and more like frustration boiling over.
Toronto brought Savard in to help spark offense and modernize puck movement, particularly on the power play. Instead, the 2025-26 season opened with very poor results, slow starts, and mounting pressure behind the bench. When changes came, Savard was the one removed.
Around the league, some believe the decision made him a convenient scapegoat. The Leafs struggled in multiple areas early, but their league-worst 12-for-90 power play was really what sent the team over the edge.
From a fan perspective, the Bruins photo reads like a quiet protest. Savard has always embraced his Boston identity, but timing matters. Changing the image immediately after his dismissal sends a clear signal that he did not agree with Toronto’s choice or how the situation unfolded.
The rivalry layer only sharpens it. Savard spent years on the opposite side of Leafs heartbreak, and his return to Bruins colors taps directly into that shared history. It feels personal, not just professional.
The image itself spread quickly online, sparking debate about whether the Leafs unfairly pinned early season struggles on one coach. Toronto’s power play did improve since Savard’s departure, so perhaps he truly wasn’t getting everything out of his players.
Here is the social media change that ignited the conversation.
Toronto has since moved forward with an internal coaching solution, promoting from within, bringing up Marlies assistant coach Steve Sullivan rather than hiring an outside replacement. That choice reinforces the idea that structural problems may not have been limited to Savard’s responsibilities alone.
As a fan, this episode feels like another chapter in a season defined by tension. Savard’s move does not change standings or systems, but it adds emotional context to an already uncomfortable firing.
Whether the Leafs were right or wrong will be judged by results, not profile pictures. Still, Savard’s Bruins jersey reminds everyone that firings linger, especially when pride and rivalry are involved.
Previously on Toronto Hockey Daily