Every Kid Deserves a Shot, presented by Rogers, is an EOCF initiative rooted in the belief that every kid, regardless of circumstances or barriers, deserves the opportunity to feel a sense of belonging on and off the ice. By investing in partnerships and delivering programs that build leadership skills, grow confidence and provide meaningful opportunities, the initiative is helping create a future where every kid across Oil Country can be inspired, reach their full potential and experience the lifelong benefits of sport.

Since launching in the 2023–24 NHL season, Every Kid Deserves a Shot set out to reach 100,000 kids through the power and spirit of hockey. For many families, cost and accessibility barriers can make organized sport out of reach. Through this initiative, kids have the opportunity to join a team, build confidence, form friendships and develop life skills that extend far beyond the ice.

The EOCF delivers and funds several of its own programs, many as part of the Every Kid Deserves a Shot initiative, including:

• Al Hamilton Scholarship

• CAN Skate

• Colby’s Kids

• Even Strength

• First Shift

• Future Goals

• ICE School

• Oil Country Hockey Assist Program

• Oilers Cup

• Oilers Hockey Clinic

• Oilers Hockey School

• Read In Week

• Reading, Give It A Shot

Through community partnerships with KidSport Alberta, Sport Central, Free Play for Kids and the Hockey Alberta Foundation, Every Kid Deserves a Shot is helping remove barriers to sport by covering registration fees, providing essential equipment, funding programs that get kids on the ice, and supporting inclusive environments and educational programs. Together, these partners are creating more opportunities for kids across Oil Country to experience the power and spirit of hockey.

Across Oil Country, many kids continue to face barriers that can prevent them from participating in sport. While communities across the region continue to grow, including through new international residents, youth hockey participation has declined by 7% over the past five years. These challenges are especially significant for girls, with sport participation rates declining steadily from childhood to adolescence and as many as 62% of girls not participating in sport at all. Among girls who do participate, one in three leaves sport by late adolescence, compared to one in 10 boys.

Through the support of our partners and delivery programs, Every Kid Deserves a Shot is helping more kids across Oil Country get their shot. The following partner-reported results for 2025 showcase the reach and impact of the initiative.

In 2024, the EOCF estimated that nearly 10,000 kids were supported through its internal programs and partner investments. As Every Kid Deserves a Shot became more established and its core partnerships expanded, the initiative’s reach continued to grow. By 2025, Every Kid Deserves a Shot reached more than three times as many kids across Oil Country.

Oilers Alumni Chris Joseph, Ben Scrivens and Jason Strudwick serve as community ambassadors for Every Kid Deserves a Shot, alongside Danielle Serdachny, the initiative’s female hockey ambassador. They support grassroots hockey programs and help connect more kids with the game across Oil Country.