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Coach Santa's Mission of Kindness

A holiday sponsorship program for 4,000 young hockey players

Coach Santa’s “Mission of Kindness” is a two-month holiday program for Hockey Calgary’s U7 and U9 teams, built on weekly videos, collectible trading cards and surprise appearances.

Illustration of Coach Santa hosting a live video for young hockey players

The challenge

Bring Hockey Calgary’s values (fun, compete, teamwork, respect, leadership, belonging and communication) to life for roughly 200 U7 and U9 teams, close to 4,000 players, between November 1 and December 24, and fund it through sponsorship.

Our approach

Eight weekly themed videos, “Caught You Being Good!” trading cards earned by players who live the week’s value, and Coach Santa appearances at practices, jamborees and tournaments. Sponsors get naming as a program partner, logos on the videos and trading cards, inclusion in Coach Santa photos and a logo on his tracksuit.

The result

[PLACEHOLDER – client to confirm] Add program reach, sponsor names and outcomes from the 2024 season.

  • Coach Santa character illustration

More of our work

Western Canada Professional Hockey Scouts Foundation

Building sponsor support for hockey’s first scouts foundation

The WCPHSF is the first Canadian organization dedicated to honouring scouts in any sport. M3’s Mark Stiles serves on its board as Director of Donor and Stakeholder Relations.

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  • Sponsorship Sales
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