Hockey Equality is a nonprofit organization committed to fostering diversity and inclusion in hockey by breaking down barriers to access and creating opportunities for underrepresented communities.
Through mentorship, education, and grassroots programs, Hockey Equality is making hockey more inclusive for future generations. The organization is proudly affiliated with both the NHL and the NHLPA, reinforcing its role in driving change within the hockey community.
The challenge for Cosmos was compounded by two factors. First, Cosmos had to develop effective strategies to ensure that potential partnerships were not seen as performative and were instead activated properly to fulfil goals for both sides.
Secondly, hockey organizations that would be a natural fit for Hockey Equality have extremely busy schedules for both athletes and workers, creating hurdles for proper activity with the sponsorship.
Cosmos developed strategies to make potential sponsorship deals more engaging by showcasing pre-recorded leadership modules that feature Hockey Equality ambassadors, using practical scenarios and personal storytelling. This ensured real growth and fulfils the missions and goals of Hockey Equality in their sponsorships.
To solve the challenge of busy scheduling, Cosmos developed plans to deliver virtual presentations for team owners and athletes that allowed them the flexibility to fully engage with the assets of Hockey Equality.
Since Hockey Equality and Cosmos Sports & Entertainment’s collaboration, the organization has seen considerable growth within their sponsorship portfolio, such as Chipotle, Torys LLP, and Essentia Water. This growth has allowed Hockey Equality to grow their recognition and brand in the sports business industry.
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