Hockey Canada Partnerships

Hockey Canada's International Marketing Partners

Hockey Canada's International Marketing Partners are key to the health of hockey in Canada.

Bauer logo


The official equipment provider to Team Canada, Bauer has been helping kids aged 6-10 fall in love with hockey for years through their First Shift program. For a small fee, The First Shift allows anyone with an interest in the game of hockey the chance to play and learn with all necessary gear and equipment during six on-ice sessions.

Canadian Tire logo

BFL CANADA Risk and Insurance Services Inc.

Founded in 1987 by Barry F. Lorenzetti, BFL CANADA is one of the largest employee-owned and operated Risk Management, Insurance Brokerage and Employee Benefits consulting services firms in North America. At BFL CANADA, hockey has always been a story of passion. The company has demonstrated it over the years through its involvement and especially its support of women’s hockey in various sponsorship programs with Hockey Canada.

PepsiCo logos


Entering its second decade of sponsorship, PepsiCo – including Pepsi, Gatorade and Frito Lay products – can be found on the benches and in the locker rooms of all of Hockey Canada’s national teams and at all Hockey Canada’s national events. PepsiCo has continuously shown excellent support, from supplying access to the Gatorade Sports Institute to getting behind Team Canada and uniting its fans with the Pepsi Cheer.
Scotiabank logo


Scotiabank is a leading financial institution. Scotiabank’s Community Hockey Sponsorship Program has supported over one million kids and counting through its involvement with minor hockey teams in communities across Canada since 2008.

Timber Mart logo


In its third sponsorship term, TIMBER MART continues to host its successful online FanPhoto contest which encourages Canadians to show them what hockey means to them through photos for a chance to win a trip to the IIHF World Junior Championships. Founded in 1967, TIMBER MART is the largest national member-owned buying group in Canada for the true independent entrepreneur. With hundreds of independent building-material and hardware retailers, commercial dealers and manufacturers located in every province across the country, TIMBER MART provides its extensive dealer network with a menu of competitive buying programs, comprehensive marketing services and personalized support to drive independent business success.

WJC: Three masks, two Team Canadas
Check out the special masks that will be worn at the World Juniors.
2021 WWC: Goalies look good with teen designs
Paige and Madison designed masks with (more than) a hint of Canada.
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The Janes ALL IN masks will spark the conversation around women’s hockey.
NWT: A trip down memory lane with Janes
Take a look back at the careers of the six Janes All In honourees.