Building the
Commercial
Infrastructure
for Canadian Hockey
VSG is a Canadian sports-commercial platform that manages corporate sponsorship across Junior A hockey leagues and large minor hockey associations.
It streamlines the fragmented local market by centralizing leagues & associations.
Standardized pricing and execution make sponsorship scalable nationwide.
Focused. Governed. Built to Scale.
The Scale of Hockey in Canada
A Mass Market, High Frequency, Always-On Audience
Hockey is one of the largest, most consistently engaged consumer ecosystems in Canada — yet it remains largely unstructured for corporate sponsors.
High Frequency Participation
Consistent, weekly exposure embedded in family routines
- › ~600,000 Registered Players Nationwide
- › 2–4 Ice Sessions per week per player, 8–9 Month Season
- › 50+ Million Player Ice Sessions Annually
Physical Footprint
Repeated, in-person brand exposure in committed physical environments
- › 3,000+ Rinks as Year-Round Community Hubs
- › Multiple Weekly Visits per Family
- › Long Dwell Time Before & After Ice Sessions
High-Engagement Consumer Economy
Hockey families are high-frequency, needs-based consumers
- › $1,000–$1,500 Average Spend per Player, per Year
- › $600M–$900M+ in Annual Equipment & Apparel Spend
Community Trust at Scale
A brand-safe environment with trusted community influence
- › 230,000+ Registered Team Personnel (Coaches & Bench Staff)
- › Tens of Thousands of Volunteers Supporting the Game
- › Deep Local Credibility & Parental Trust
Transform Fragmented Sponsorship Into Scalable Platforms
VSG manages the commercial platform so leagues and associations can focus on governing the game.
Schedule an Introductory Discussion