In 2008, the sixth-annual Spirit of 2010 Hockey Tournament attracted nearly 47,000 young hockey players; a record high that’s powerful proof the Tournament has become a popular annual British Columbia hockey tradition.

Originally created by the Pace Group as a way to promote British Columbia’s bid for the 2010 Olympic and Paralympic Winter Games, the Spirit of 2010 Hockey Tournament has grown into Canada’s largest hockey tournament and one of British Columbia’s most successful community promotions.

Managed by the Pace Group on behalf of 2010 Legacies Now and program partners the Province of British Columbia, the Vancouver Canucks and BC Hockey, the Spirit of 2010 Hockey Tournament generates high profile community exposure and valuable earned media coverage for its partners.

It’s free for community hockey tournaments to sign up and take part in the celebration of amateur sport, physical activity and the spirit of the 2010 Olympic and Paralympic Winter Games. Every registered player receives a souvenir Spirit of 2010 hockey puck and poster, while tournaments receive a Spirit of 2010 trophy, arena banner and hockey jersey that can be awarded to the most sportsmanlike player.

Objectives

Connect the Spirit of 2010 Hockey Tournament’s partners with grassroots hockey clubs and community groups across the province with a promotion that ties amateur sport, physical activity and the spirit of the 2010 Olympic and Paralympic Winter Games to existing minor hockey tournaments.

Outcomes

A successful, province-wide sponsorship program that generates profile, publicity and awareness of its partners, all while steadily growing numbers and participating communities, year after year.