📌 Key Takeaways
- Edmonton Oilers Community Foundation invested $14.1 million to date, commits additional $7.2 million through 2030
- Program has reached 65,000 kids across Alberta, targeting over 100,000 participants
- Sport Central distributed 39,000 equipment pieces in nine months, reports 74% demand increase over two years
- Five delivery partners receive funding for equipment access, facility programming, and registration fees
🧠 Youth Sports Industry Takeaway
- Professional sports foundation using multi-partner model to address participation barriers
- Equipment redistribution organization reports significant demand growth for no-cost sports gear
Foundation Reaches 65,000 Youth Through Partner Network
The Edmonton Oilers Community Foundation announced it has invested $14.1 million in its Every Kid Deserves a Shot initiative, with an additional $7.2 million committed over five years for a total $21 million investment by 2030. The program, presented by Rogers, aims to impact over 100,000 kids by providing sports participation opportunities.
The foundation has supported 65,000 kids in Oil Country through partnerships with Free Play for Kids, Sport Central, KidSport, and the Hockey Alberta Foundation. Each organization addresses different aspects of hockey access, from equipment costs to registration fees.
“We are proud to share that we have already supported 65,000 kids in Oil Country through the Every Kid Deserves a Shot initiative,” said Myrna Khan, Executive Director, EOCF. “This transformational investment will ensure every kid has the opportunity to reach their full potential both on and off the ice.”
Equipment Distribution Partnership Addresses Growing Requests
Sport Central, which repairs and redistributes hockey equipment at no cost, received $200,000 from the initiative with $1 million committed over the next five years. The organization distributed nearly 39,000 equipment pieces in the last nine months while serving over 13,000 kids in the past year, compared to serving a few hundred when the partnership began.
Sport Central reports a 74% increase in demand for no-cost sports equipment over the past two years. The Edmonton Oilers Community Foundation serves as Sport Central’s largest contributor and longest-standing supporter.
“Through their Every Kid Deserves a Shot initiative, the foundation has made it possible for us to distribute nearly 39,000 pieces of equipment in the last nine months,” said Janna Tominuk, CEO, Sport Central. “The demand for no-cost sports equipment continues to rise, with a 74 per cent increase over the past two years.”
Facility Access Programming Receives Multi-Year Funding
Free Play for Kids received $1.2 million in funding with an additional $3 million committed over five years to provide accessible hockey programming spaces. The organization creates inclusive environments where kids can play, belong and grow.
“When done well, sport is a powerful tool. It brings people together, builds community and creates stability,” said Tim Adams, Executive Director, Free Play for Kids. “We’re ensuring kids get more than just access, they also receive care and support.”
The Hockey Alberta Foundation partnership totals $6.1 million, with $4.6 million invested and $1.5 million committed over five years. The funding supports the Every Kid Every Community program designed to make hockey accessible across Alberta communities.
Registration Fee Support Through KidSport Partnership
KidSport delivers the Oil Country Hockey Assist Program (HAP), which provides registration fee support and season-based ice hockey programs. The foundation has invested $5.6 million across three HAP seasons, with $1.7 million committed for Season 4.
“At KidSport Alberta, we envision an Alberta in which all kids have the chance to participate in hockey, regardless of their financial situation,” said Nick Davies, Executive Director, KidSport Alberta. “The Every Kid Deserves a Shot program shares this vision, and together we are providing this opportunity to kids in Oil Country, through subsidized registration fees and access to no-cost equipment.”
The foundation also operates its own programs including First Shift, Colby’s Kids, ICE School, and Oilers Hockey School, investing $2.6 million to date in direct programming.
Foundation Model Uses Specialized Partner Organizations
The Edmonton Oilers Community Foundation’s approach distributes funding across organizations that address specific participation barriers rather than expanding all services internally. The five-year commitment structure provides partners with funding certainty while the foundation tracks progress toward the 100,000 participant goal.
Each partner organization focuses on different access points: Sport Central handles equipment redistribution, Free Play for Kids manages facility programming, KidSport covers registration fees, and Hockey Alberta Foundation reaches rural communities. The foundation supplements this network with its own direct programming.
The foundation reports reaching 65,000 participants to date across Oil Country, with plans to exceed 100,000 participants through continued partner funding and program expansion.
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via: NHL
