Through this partnership, the NHL® and NHLPA will provide the program with additional resources, marketing/media platforms and a unique local brand identity utilizing the seven Canadian NHL clubs and NHL alumni, in collaboration with Hockey Canada. The partners will explore ways to effectively broaden the program, extending into more rural communities, offering additional programming specifically designed for girls and providing new special programming for participants with disabilities - each of which continue to grow in popularity and availability in the hockey community.
"The NHL and NHLPA are premier partners because of their unique ability to elevate the First Shift experience and increase exposure, both of which will help attract more families to this successful program and ultimately to our game," said Mary-Kay Messier, VP of Global Marketing for Bauer Hockey and a founder of the First Shift. "I'm proud to be working closely with the NHL and its member clubs, the NHLPA and our founding partner, Hockey Canada. Our collective passion and efforts will allow us to bring exceptional first-time experiences to more families and expand our offerings to make our game more accessible and inclusive."
The NHL® First Shift programs will be affiliated with an NHL Canadian team determined by geographic proximity. NHL team names and logos will be incorporated into the branding to further elevate the excitement and experience for the participants, allowing for expanded program offerings - for example, the Vancouver Canucks® First Shift. In areas where there is no team affiliation, the national program will go by NHL/NHLPA First Shift. Current NHL players, NHL Alumni and elite female players will more regularly participate in First Shift events, including on-ice sessions with kids and families.
"We are excited to partner with Bauer Hockey and Hockey Canada on this important grassroots program and will continue to lean on our Clubs to share their expertise and provide community activations in their local markets," said Rob Knesaurek, NHL Group Vice President of Youth Hockey and Industry Growth Fund. "Our goal is to help Canadian families experience the very best of our great game and in turn share their generational knowledge with other new-to-hockey families."
