Growing the Game: NHL Conference Finals, ‘Sticks In for Charity’ and More

Growing the Game is Ian Kennedy’s weekly feature examining the global game, how social issues impact the sport, and how hockey’s important cultural shift continues to evolve.

The NHL has shown its understanding of the impact road hockey can have on growing the game and breaking down barriers through its launch of NHL Street.

Before the NHL did it, Canadian Olympic gold medalist, World Champion and PWHPA member Laura Stacey was already building the game in Etobicoke, Ont., through road hockey.

Following the 2018 Olympics, Stacey started her first ever “Sticks In For Charity Road Hockey Tournament.” At the event, like kids used to do, everyone throws their stick into a pile, and teams are selected at random. Each team features a professional women’s hockey player or Team Canada member, and all the money raised goes toward reducing financial barriers for youth to become involved in sport.

"We have the possibility to…use those funds that we raised throughout the tournament to give back and get more kids involved in sport and to break more barriers and to hope that every single person has the chance to play sport," said Stacey in an interview with The Hockey News.

Last year, that amount totalled $20,000 donated directly to Kids Sport Ontario. The fifth annual tournament is scheduled for Saturday, June 24.

To see the NHL’s impact on the growth of hockey in the United States, look no farther than the Stanley Cup playoffs. The four remaining teams - Florida, Carolina, Vegas, and Dallas - are all what were once considered “non-traditional” hockey markets. That moniker has changed since the Dallas Stars relocated from Minnesota in 1993, the same year the Florida Panthers became an expansion franchise, followed by Hartford moving to Carolina in 1997 and, finally, Vegas expanding in 2017.

The grassroots growth has been incredible in that era, seeing players like Seth Jones develop in the Dallas Stars ‘AAA’ program or New Jersey Devils prospect Seamus Casey play for Florida Alliance before jumping to the USA Hockey National Team Development Program and the University of Michigan.

While Canadian fans remain patient for the Stanley Cup to return for the first time since 1993, and Boston fans were upset with a shocking first-round upset, the Conference finals and Stanley Cup final will be another opportunity for fans in the NHL’s ‘newer’ markets to enjoy more playoff hockey and to inspire future generations to join the game.

Much like men’s hockey has done in the Champions Hockey League, European leagues and teams are in discussion with the IIHF to help co-ordinate a cross-border women’s club championship in Europe.

"Opening options for best European clubs gives platform to grow step by step and become stronger to compete against North Americans in the future, not only at national level but also club-wise," said Marta Zawadzka, IIHF council member and VP of the Polish Ice Hockey Federation, in a statement.

"Our goal is to create stronger competition as well within the participation of Central Europe. That is why usage of clubs who participate in EWHL Supercup shows the importance of Europe working together.”

The news emerged after a meeting in Sweden this month involving the IIHF, SDHL, EWHL, Naisten Liiga and the Alliance of European Hockey Clubs.