Key Takeaways
- The NHL holds exclusive U.S. and Nordic distribution rights to Screech Owls, a 26 x 11-minute animated series debuting on CBC in Fall 2027.
- NHL All-Star P.K. Subban executive produces the show and voices Coach P.K., leader of a youth hockey team that solves mysteries between games.
- Producers plan to extend the property into gaming, consumer products and global licensing, though no partners or timelines have been disclosed.
The National Hockey League (NHL) is a partner on Screech Owls, a new animated series executive produced by and starring NHL All-Star P.K. Subban, according to an NHL announcement on October 6, 2026. The Screech Owls animated series, produced by Shaftesbury and Sphere Animation with Boat Rocker Studios, is in production in Toronto and will debut in English on CBC in Fall 2027. The NHL holds exclusive distribution rights in the United States and the Nordic countries.
What Is the Screech Owls Animated Series?
The show adapts Roy MacGregor’s book series of the same name and builds on a 2001 live-action version that Shaftesbury produced for YTV and Discovery Kids. The new series runs 26 episodes of 11 minutes each, per the release.
The premise follows a youth hockey team pulled into mysteries involving hidden clues and high-tech villains, with storylines ranging from jewel heists in Vancouver to mind-control plots in Montreal. Subban plays the team’s leader, Coach P.K. The four lead players wear suits that amplify abilities tied to their positions: a captain whose stick charges her hardest shot, a forward with bursts of speed, a goalie who doubles as the team’s tech expert, and a defenceman who powers through barriers.
Head writers John May and Suzanne Bolch return from the original series, and Jonathan Malen, a star of the live-action version, returns to voice Trevor. Professional Women’s Hockey League (PWHL) star Sarah Nurse makes a cameo as herself, with additional guest stars to be announced.
A French-language version premieres in Winter 2028 on Radio-Canada and TFO (Télévision française de l’Ontario).
How the NHL Fits Into the Distribution Deal
Distribution is split across several parties. The NHL has exclusive rights in the U.S. and Nordics. Boat Rocker Studios holds exclusive rights for the rest of the world outside Canada. The release lists Shaftesbury Sales Company as a worldwide rights holder alongside both.
David Lehanski, NHL Executive Vice President, Innovation & Growth Strategy, described the project as part of how the league is “reimagining how hockey reaches, inspires and entertains youth and families.”
Subban positioned the show as accessible to kids with no hockey background. “You don’t need to know what ‘offside’ means to watch Screech Owls,” he said in the release, adding that the series is one he grew up reading.
A Franchise Plan Beyond Television
Shaftesbury and its partners describe Screech Owls as a multi-platform franchise, with plans to extend beyond television and books into interactive gaming, consumer products and global licensing, according to the release. No licensing partners, product timelines or financial terms were disclosed.
The production carries Canadian public backing, with participation from the Canada Media Fund, Shaw Rocket Fund, Ontario Creates and the IPF Fund, plus Quebec and federal production tax credits.
Both studios bring established track records. Shaftesbury produces Murdoch Mysteries, now filming its 20th season, and Hudson & Rex, each airing in more than 120 countries, per the company. Sphere Animation has worked on Curious George and Arthur.
Coach P.K. Has a Canadian Home, but No U.S. Channel Yet
The Canadian rollout is set: CBC in Fall 2027, followed by Radio-Canada and TFO in Winter 2028. The U.S. picture is less defined. The NHL controls distribution in its largest market, but the announcement does not name a U.S. broadcaster or streaming platform, leaving open where American families will find the show when it launches.
Source: NHL Communications, Julie Young, October 6, 2026, [URL]
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How big is the youth sports market?
American families spend approximately $54 billion annually on kids’ sports and recreation, according to the YSBR and Kinetica Group Youth Sports TAM & Parent Spending Report, with organized sports alone representing a $40 billion-plus market. The average family spent $1,016 on a child’s primary sport in 2024, up 46 percent since 2019, per the Aspen Institute’s Project Play, and market research projects the global youth sports market will reach approximately $114 billion by 2032 (Business Research Insights).
How many kids play youth sports in the United States?
Approximately 27.3 million children ages 6 to 17, or about 54.6 percent, played organized sports in 2022-2023, according to the National Survey of Children’s Health as reported by the Aspen Institute’s Project Play. High school sports participation reached a record 8.26 million athletes in 2024-25, per the NFHS.
Who founded Youth Sports Business Report?
Youth Sports Business Report was founded by Cameron Korab, a sports marketing veteran with more than a decade in the industry and an MBA from Northwestern University’s Kellogg School of Management. Korab also co-founded Vertical Sports, a sports marketing advisory serving brands across youth, college, and pro sports.
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Youth Sports Marketing Questions, Answered
Where can brands sponsor youth sports? Brands can sponsor youth sports through local leagues and clubs, tournaments and events, facilities and complexes, governing bodies, and national platform programs. Sponsoring a child’s own program is the most powerful entry point: 81 percent of parents say it captures their attention, outperforming TV, social media, and pro sports sponsorship, per a 2026 Priority Partnerships study conducted by YouGov Sport.
How much does youth sports sponsorship cost? Youth sports sponsorship costs range from a few thousand dollars for a local league or team sponsorship to six and seven figures for regional facility naming rights and national platform programs. The environment is welcoming at every level: 84 percent of parents hold net positive sentiment toward brands sponsoring youth sports, with negative sentiment under 5 percent, per YouGov Sport research. Most brands start with a pilot activation, measure engagement, then scale.
What is the ROI of youth sports marketing? The data is striking: 80 percent of parents say they would choose the brand that sponsors their child’s youth sports program when comparing two similar products, per a 2026 Priority Partnerships study by YouGov Sport. A 2026 EMARKETER and DICK’S Media survey found 84 percent of sports parents say that role influences their purchase decisions, and 60 percent spend more on game and practice days, driving loyalty across categories from dining to travel to automotive.
Ready to build a youth sports strategy? Vertical Sports is an Advisory+ delivering integrated expertise across all levels of sport. Youth, College, Pro. Every Fan, Every Level. Brands and youth sports organizations can reach the team at info@verticalsports.us.
