Posted on Oct 3, 2019 by Brad McCabe

New five-year deal to benefit women’s hockey from the grassroots to national teams

Hockey Canada has introduced BFL CANADA as a new international marketing partner, a five-year agreement through 2024 that will focus on growth and development opportunities for female players and coaches.

BFL CANADA, a long-time supporter of women’s hockey, will become the title sponsor of training, evaluation and selection camps for Canada’s National Women’s Team, Canada’s National Women’s Development Team and Canada’s National Women’s Under-18 Team. The camps serve as a key component for the coaching staff as it looks to identify and develop the players who will compete on the international stage.

“In sports as in business, surpassing yourself, being disciplined and working as part of a team are essential values,” said Barry F. Lorenzetti, president and CEO of BFL CANADA. “All athletes from beginners to Olympic champions have one thing in common – passion. BFL CANADA wants to be part of this journey by funding these initiatives and encouraging others to join us. Today, the future of women’s hockey is a little brighter.”

“We are proud to welcome BFL CANADA to our family of corporate partners and look forward to collaborating to encourage participation in sport through grassroots programming and coaching opportunities,” said Scott Smith, president and chief operating officer with Hockey Canada. “With its on-going support of the Hockey Canada Foundation, this partnership will be beneficial to females in hockey and have a positive impact on both players and coaches given our mutual goal to promote and inspire females in sport.”

BFL CANADA also announced a new initiative to recognize women in coaching. As title sponsor of the Female Coaches of the Year program, BFL CANADA will recognize two female coaches, one high performance and one grassroots/community, from each province and the northern territories and will select from among them a national winner in each category to acknowledge and celebrate their contributions to the game.

“We are very fortunate to have our alumnae return to our program and coach the next generation of players starting at the under-18 level,” said Gina Kingsbury, director of women’s national teams with Hockey Canada. “We take pride in providing resources and mentorship opportunities in order for them to coach and inspire females to play and compete at the highest level.”

BFL CANADA will also support female grassroots hockey as the presenting sponsor of the IIHF World Girls’ Hockey Weekend, Oct. 4-6, as well as the IIHF Global Girls’ Game next February. BFL CANADA will also be a partner of the IIHF Women’s World Championship through 2024, starting in Halifax and Truro, N.S., in 2020.

Click here to view BFL Canada's profile.
Organizations connected to this article

Join the #1 platform for brand partnerships

Find the right partners that match your audience

Connect with partners and manage your conversations all in one place

Gain meaningful insights into the success of your partnerships