NHL, NHLPA Partner With Bauer To Expand First Shift Program
Bauer Hockey announced a three-year partnership with the NHL and NHLPA around its First Shift program, a learn-to-play grassroots initiative based in Canada. The revamped First Shift program, which over 22,000 children have participated in to date, will be co-branded with the country's seven NHL clubs as they provide additional opportunities for their local programs. These will include alumni visits and access to ice time on NHL rinks. Additionally, partners will offer programming designed specifically for girls, as well as participants with disabilities.
Bauer Hockey VP/Global Marketing Mary-Kay Messier, a founder of the First Shift, said, “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.”