For over ten years, Canadian Tire Jumpstart has helped kids with financial need participate in organized sports and recreation. Now, in the second year of its partnership with the ProAction Hockey League, Jumpstart has equipped 128 kids aged 8-11 with hockey equipment for a full season.

High Road was onsite to help ProAction and Jumpstart kick off the ProAction Hockey League season at the Canadian Tire Jumpstart Martha Billes Hockey Clinic on October 17 in North York.

The event packed the Angela James Arena with smiling parents, players and volunteers as participants took to the ice, some for the first time in their lives. Event media relations resulted in branded and on-message coverage on CTV, CP24 and CityTV, but perhaps the greatest reward from our participation was the smiles on the faces of overjoyed children who, without the help of Jumpstart, ProAction, and Toronto Police officers who coach the league, would not have the opportunity to enjoy hockey.

The High Road event team coordinated with ProAction to produce an event schedule, manage registration, coordinate speeches, tie skates, and conduct media relations for the clinic. At the end of the day, participants and their family members left the arena with new hockey skills and knowledge,  Jumpstart jerseys, Canadian Tire Hockey School hats, coupons for free skate-sharpening,  and their coveted equipment from Canadian Tire ready to be aired out for next time.

Six trampolines lined Toronto’s Yonge & Dundas square to officially declare Jumpstart Day in the City of Toronto. On May 29th Canadian Tire stores donated $2 from every purchase to Jumpstart, their charity that supports families that can’t afford to enrol their kids into organized sports. Kevin Frankish reported live in between doing bum drops on the trampolines and Deputy Mayor Joe Pantalone was on hand to read the declaration.

The flagship Toronto Jumpstart Day was only one of approximately 100 local events that popped up across Canada. Calgary Flames players Craig Conroy and Cory Sarich surprised the crowd at the Cochrane event, and professional hockey and lacrosse players battled it out in a game of ball hockey at the Welland event. Goderich celebrated with a good old barbeque in the parking lot of their local Canadian Tire. Other event highlights included a petting zoo, pony rides, and trampoline athletes. We are thrilled about the success of Jumpstart Day and continue to work toward our goal of helping 20,000 kids participate in organized sports this summer!