Hockey Canada Appoints Diamond as Digital Agency of Record

When it comes to Canada’s identity - hockey is more than just a game, it is a unifying sport that fosters community, bringing people together on and off the ice. In Spring 2025, Hockey Canada evolved its brand purpose to reflect just that, the magnitude of the impact the sport can have on every Canadian.

With a newly articulated mission to enable a world-class hockey ecosystem and culture that inspires greatness in Canadians, the organisation embarked on a competitive pitch process to unify and modernise its digital ecosystem. With its integrated offering and deep digital experience, the organisation selected Diamond as digital agency of record to embark on this journey.

“The bench strength of Diamond was what made them our first pick for this digital undertaking,” said Stephen Brooks, chief financial officer at Hockey Canada. “While we evolve the user experience and establish a cohesive design system across the digital ecosystem, the possibility to expand our partnership with sponsorship and AI expertise are all skill sets that can help us modernise the overall user experience, something we are excited to explore through 2026.”

The official remit has already kicked off with the team exploring how the vast ecosystem of Hockey Canada including hockeycanada.ca, the Hockey Canada Registry, Hockey Canada Network App, Hockey Canada Learning Lab and more, can be harnessed into one simplified and modern user experience. The work and resulting output is expected to come to life in 2026.

“As Diamond has evolved over the years, harnessing deep bench strength and expertise across the multitude of marketing disciplines has been a strategic focus,” said Lori Davison, chief strategy officer at Diamond. “Since then we have been putting in the work to build best-in-class digital work and are excited to now bring this fire power to the world of Hockey Canada.”

Ultimately, this partnership represents more than a refresh of digital properties. It is the foundation for how Hockey Canada will engage the next generation of fans, players, coaches and communities shaping how Canadians experience the sport for years to come.