Bauer expands Hockey Canada partnership

The hockey equipment manufacturer's relationship with Hockey Canada dates back nearly half a century.

Hockey equipment maker Bauer Hockey has renewed its partnership with Hockey Canada for another eight years.

Bauer will continue to provide the nation’s top teams with equipment, while Hockey Canada will provide marketing integration opportunities for Bauer.

Ed Kinnaly, CEO of Bauer Hockey, said the partnership offers a chance to expose the brand to a variety of age levels.

Bauer and Hockey Canada’s relationship dates back 45 years, and Bauer has been the official equipment provider for national teams since 1996. Teams will exclusively wear Bauer’s helmets, gloves, visors and goal masks, including at the 2019 IIHF World Junior Championship when it returns to Canadian ice in Vancouver and Victoria this coming December.

Other participating national teams include women’s and para hockey teams. In addition to the equipment partnership, Bauer has spent the last several years developing content with Hockey Canada. It will continue to have a part in the Canadian Tire First Shift program, which helps welcome new families to hockey. First Shift went live in 2013 and is now offered across Canada.

Bauer has also diversified over the years, such as by providing equipment for teams on Rogers Media’s Hometown Hockey last season.